André and Sandra Le Roux founded Something Feminine in 1984 but this is not where the story starts.
A lovely Afrikaans couple got married in 1972. They decided that they would love to be in the jewellery industry, and thus opened their first Jewellery store 3 months later and called it Andre Jewelers.
It was an immediate success being the first jeweller store in a Shopping Centre in Pretoria. André Jewellers grew to a 12 store empire and was very popular nationwide. They sold their interests in the group during this time.
They started Something Feminine in 1985. Mainly because they saw that there was not really a “Jeweller for the people”, a classy Jeweller that could provide a Jewellery piece for that teenager wanting to buy something for his girlfriend all the way through to that special day that all girls dream of “the Wedding Day”.
Whether it was celebrating promotions and achievements to buying your hubby that unique watch, they wanted to be there for their client like no-other Jeweller had been before. So that is what they did.
André and Sandra welcomed their daughter Claudin into the business in 2000. Together they strive to bring the best quality, upper-class Jewellery to their client at affordable prices, boasting with the widest range of Jewellery and Design International watches in South Africa.