Profile: l’Emile et Son

Posted by on August 8, 2012 | Tags: ,

l’Emile et Son opened in Parkhurst at the end of 2011. It is an intriguing shop that stock various brand named items. They sent me a bit more information on what they sell, do and are about.


Why narrative (as opposed to About Us)?
Every journey starts with imagining, with dreaming about a new possibility, with telling a new story. A company’s story is no different. Our company most definitively started in our imagination … and we are the catalysts of this story; we aim to inspire!


l’Emile et Son was officially established in 2010 and is the physical expression of a common philosophy … one that envisions a less cluttered lifestyle with a more important focus on friendship and family values.

We are called l’Emile et Son because…
Our sons were intrinsically involved in the creation of this company. My son, Liam, was four when we met Emile, and from the start called him “l’Emile”, and when Troy, Emile’s son, was old enough to talk, he started calling me Soni.


l’Emile et Son was an incubation, a dream and a wish that germinated organically. The symbol of the dandelion came to us through a wonderful design, and is it not by chance that it actually encapsulates exactly what we are about.


Our passions and thoughts translate into the notion that … all goods consumed in any given lifestyle should be chosen because of their very essence is distinguished by design; and that the act of purchasing is presented in an inspired, knowledgeable and approachable manner.

This concept is defined by l’Emile et Son as E3 ….
The product and design has to ENTHUSE. The design and function of the product has to make us want to EXPLORE it, and then motivate us to EXPERIENCE it. This so much so, that the product is almost seen as an objet d’art. Something to treasure. Our focus is on eco-design – a worldwide trend which re-evaluates the way products are made, and the impact that the products have on the earth, with no compromise in quality and multifunctional, awesome design.


Our hand-picked selection of suppliers have award-winning designs which transcend form and excite and stimulate the neoteric (modern) design eye.


“Design is not just what it looks like, design is how it works.” Steve Jobs


l’Emile et Son’s is a concept design house which connects all the greatest aspects of what we see as inspiring design. This cannot happen without passion, intelligence, and personal commitment, and these are our trademarks. A celebration of the enquiring mind is the symbol and ethos of this business, and the products are an expression of this a characteristic. By our personal nature we feel the need to encourage individuals to add substance to their lives by exploring design and being enthused by what it can provide, and experiencing the notion that design is not static. Design lives and breathes as we do; it is an inextricable part of our very being, in every facet of our lives.


Our showroom/store exhibits, showcases and explores a new world of design. The objective of our carefully sourced products is to inspire people through a positive experience free of boundaries and, in essence, create a space that is filled and surrounded by refreshing breezes of joy. It’s a new way of thinking. Less is more, and design choices that reflect that ethos will be reflected in our space.

Our focus and passion is to provide new and exciting products in an environment that is accessible, uncluttered and inspiring for our customers. The showroom concept store is now open and is situated at 15 4th Avenue, Parkhurst, and the brands that we currently stock are:


For additional information, contact:
Son (Sonia) @ 082 557 0150 or l’Emile (Emile) @ 083 308 7188


Also keep an eye on their domain for the online shop coming soon!


All photographs and images supplied by l’Emile et Son


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about the author

I am a creative at heart who loves being surrounded by lovilee things. I am a wife, a mom and an on-line shopping addict that loves the colour purple. I believe that you should do what you love and love what you do! -