Based in Cape Town, newly launched brand Wish You Were Here reimagines the once-cheesy souvenir through travel nostalgia and local craft, transforming it into wearable keepsakes that double as style.
WISH YOU WERE HERE was founded by sisters Nicole and Michelle Greeff. Both have marketing degrees from Stellenbosch University and their shared love of travel and collecting souvenirs from each destination sparked the idea for the brand. Inspired by the nostalgia tied to their journeys, they began creating their own souvenirs with a South African twist.
“After our studies, both of us travelled and began collecting souvenirs wherever we went, from a ceramic tile in Portugal to an I Love Uluwatu mug,” says Nicole. “Some were undeniably cheesy, others genuinely special, but all of them held memories of a place and a moment in time.”
They wanted to move away from the familiar concepts of fridge magnets and keyrings, creating souvenirs they would not only want to buy and collect, but also wear themselves. “We wanted to create pieces that feel special, but also playful and fun. We drew on the nostalgia of the classic ‘I NY’ souvenirs and reimagined them through a South African lens,” says Michelle.
Cape Town was a powerful starting point for them, but never a fixed reference. They agree that the city’s rhythm – vibrant, bold, playful and full of contrasts – shapes how they think about their designs. “Our collections are intentionally fluid; they’re snapshots of a moment lived in South Africa.”
Working with a local Cape Town team and mill for all their fabrics allows the sister duo to stay close to the process and responsive to change. “I think we tried on 50 shirts and drove to the fabric mill and back more than 50 times before we found the perfect fit,” says Nicole. “All our pieces are designed for an audience looking for something considered, wearable and current. We wanted the marketing to echo that same energy: fun, quirky and bold.”
As sisters building a new brand together, Nicole and Michelle have been creatively in sync for as long as they can remember, with their ideas, tastes and curiosities naturally overlapping. Working together has always felt inevitable. “For years, we dreamt of building something of our own, where our creative juices could collide. What we’ve created through Wish You Were Here is fun and exciting, and exactly what we’ve always dreamt it would be.”
Their ideas start simply, from scribbling on a piece of paper to refining concepts during a walk after their nine-to-five jobs. These brainstorming sessions, however, reach their peak once their community joins in. “We’re big believers in collaboration, so we rope in friends and creatives we trust. You can’t build something meaningful on your own.”
Looking ahead, Wish You Were Here aims to become more physical and experiential, ultimately creating its own presence in Cape Town that feels as personal as its founders.
“We want to exist where people are having the best time of their lives: at a party, walking down Kloof Street, sitting at a favourite spot with a glass of wine, going for a swim or exploring the city. Our goal is for both tourists and locals to buy a Wish You Were Here piece in a moment they want to remember – a souvenir tied to a feeling, not just a place.” V