Inspired by the passion, warmth and creativity to be found in Stellenbosch, Francé Beyers and Petro du Toit imagined a magazine that would celebrate the life and times – and the lifestyle – of the town and Winelands they both love.
In spite of a very challenging business environment for the magazine industry, they threw caution to the wind. With the steadfast support and financial backing of five far-sighted Stellenbosch businesses, the idea began to take shape and in November 2014 the very first copies of Stellenbosch Visio rolled off the press. Ten years on, and with Stellenbosch Visio firmly established as one of South Africa’s leading luxury lifestyle magazines, Francé (editor) and Petro (creative director at Tip Africa Publishing) look back on the journey from ambitious start-up to a brand that is integral to shaping the narrative on luxury, lifestyle and innovation in the Winelands.
Why the name Visio?
Francé: From the start, we felt strongly that Afrikaans should play a part in the magazine, but we also wanted to balance that with English. We couldn’t just call it Visie or Vision because that would feel too one-sided. We were talking with Andreas van Wyk (retired dean of the Faculty of Law and Rector and Vice-Chancellor of the University of Stellenbosch) and he suggested the Latin word ‘visio’, which means ‘vision’. It was perfect and bridged both languages beautifully. So we went with Stellenbosch Visio!
What has been your approach in deciding how to fill the pages of Stellenbosch Visio?
Francé: From the start, we established our key pillars: luxury lifestyle, wine, food, art and innovation. But also stories about people who are making a positive impact on society. I firmly believe that journalism has a responsibility not only to report trauma and sensational news, but also to showcase what the world could, and should, be like. So that was part of our dream: to create something positive for society and for Stellenbosch. And Stellenbosch is so multifaceted. There’s a strong business presence and a vibrant university. So you’ve got these different sectors intermingling, which creates such a diverse range of stories.
What, for you, makes Stellenbosch Visio stand out on the magazine rack?
Francé: It’s a luxury publication with soul. It’s not just about glitz and glamour. True luxury, for me, is having time: to walk in the mountains, dine at a beautiful restaurant or meet interesting people. The authenticity of our stories is what resonates with readers.
Was it imagined as a magazine only about Stellenbosch and surrounds?
Francé: The heart of the magazine is about Stellenbosch, its people and its environment, but it soon became clear that we have a countrywide and even an international readership. This confirms the universal appeal of the content of the region. Whether it’s about a restaurant, wine or business innovation, we aim for a balance between local roots and global appeal.
What role do your readers play in shaping the magazine’s content?
Francé: Our readers are incredibly engaged. I get emails all the time with story suggestions, or people will stop me on the street to give me feedback on the latest issue and ideas for future stories. There’s a real sense of belonging and ownership among our readers, which is lovely.
As Stellenbosch Visio marks its 10th anniversary, what has been the key to the magazine’s longevity and success?
Petro: It comes down to being a niche product and understanding who we are speaking to. We’re not trying to be everything to everyone. We focus on quality, staying relevant to our readers and packaging content in a way that gives meaning to our audience. We’re not chasing numbers. Instead, we focus on delivering the kind of content that resonates deeply with our readership.
Francé: We’re also enormously grateful to the commercial partners who believe in us and have stuck with us over the years. The commercial reality is that advertising is what keeps us going, but we work extremely hard to maintain a balance between serving our readers and our advertisers.
What have been some of your favourite stories over the years?
Petro: For me, it’s the innovation story about SnapScan. That really captured my imagination. The idea that someone could start a business from their residence and make such an impact. It also speaks to the passion and creativity of the people in this town. Recently, we published a profile on a young man who grew up in the township of Kayamandi and worked his way up to become the general manager of a prestigious Stellenbosch restaurant. These are the stories that make the magazine truly special; stories with depth, meaning and authenticity.
Francé: A story that stands out for me is about Prof. Johan Degenaar of the Department of Philosophy. As a student, I found his classes fascinating and years later, when we moved back to Stellenbosch, I often saw him and his wife, both in their 90s, walking hand-in-hand around the block every evening. We published a profile on him and his son took beautiful photos for the feature. That turned out to be the last interview he gave before he passed away, and the story was used extensively as a tribute to him. It was a poignant moment, capturing his legacy in a meaningful way.
How do you balance writing for both locals and tourists in a place like Stellenbosch? Petro: Initially, we thought some sections, like News and Reviews, would be aimed more at tourists. But over time we found that locals really enjoy reading about new things to do in their own backyard too. Readers would tell us, “I’ve been driving past this wine farm for years but never knew its story!” The internal and external views aren’t competing; they complement each other.
How do you see Stellenbosch Visio evolving over the next few years?
Petro: I think it will always be a combination of print and digital. The print publication will remain our anchor, where we tell in-depth stories and showcase stunning visuals. Digital will continue to be more immediate and responsive. But for us, print will always have a place because there’s a true luxury in sitting down with a beautifully crafted magazine.
Many magazines are shifting to digital only. Why is Stellenbosch Visio so committed to a glossy magazine format?
Francé: People engage with a printed magazine for much longer than with digital. We’ve noticed that readers keep the magazine as a reference and come back to it when planning a visit to a restaurant or a wine farm they’ve read about. There’s a real sense of ownership and pride in the publication, which is wonderful. Petro: We are also passionate about quality. We print on high-quality paper and we don’t compromise on the visuals. It’s expensive, but that’s the essence of what we offer. We’ve seen other magazines go cheaper and it erodes their integrity. For us, maintaining a sense of realness, quality and luxury is entirely non-negotiable.
Beyond the magazine, has Visio established itself as a much-loved brand in real life too?
Francé: We host small, exclusive gatherings where we bring our readers and clients together. These aren’t mass-market events; they’re tailored experiences. We recently had a beautiful morning celebrating our 10th anniversary at Quoin Rock Wine Estate. It’s a way for our readers to engage with the brands we feature, and for the brands to create lasting impressions beyond the pages of the magazine.
What has been a professional highlight of the past decade?
Petro: We’ve won the External/Consumer Publication of the Year award from the South African Publication Forum twice and last year we were also awarded the overall prize for Publication of the Year. These are amazing acknowledgements of our quality stories and visuals, and our understanding of our readers. To be recognised at such a level, especially as a smaller publication compared to big media houses, was a big accolade for us.