Many great brands have been born out of nothing more than passion and a spare room. In 1992 during his early 20’s, Jonathan Katz and his sister Karen started EARTHCHILD on just a dream and a little bit of marketing savvy. Together they recognised the untapped demand for high-quality leisurewear produced with a natural philosophy and opened the first concept store at the V&A Waterfront in 1997. Karen exited the business in 2002, and subsequently EARTHCHILD and EARTHADDICT grew into South Africa’s leading organic fashion retailer and design house, operating retail stores nationally.
While Jonni’s objective was always to drive bottom line results, he endeavoured to do so in a way that remained true to his core ethics and philosophy. These values were reflected in the business through Social Conscience, Quality, Comfort & Passion.
in 2015 as a result of the brand’s rapid growth and reputation in the marketplace, it was seen as an opportune time to consider the next chapter. After a careful selection process, Truworths International (JSE listed clothing retailer) emerged as the natural buyer, acquiring 100% of the business. Jonni joined Truworths as a Divisional Director and oversaw the Earthchild integration as well as overseeing Nartjie Clothing and the launch of Office shoe brand
Jonni left Truworths in 2017 to explore new entrepreneurial opportunities and spend time with his wife and three daughters. In 2018 Jonni and Warren Schewitz joined forces with the vision of building the leading vertically integrated Cannabis business in Africa. Jonni is driving the retail chapter of Southern Sky with the launch of notable African brands Goodleaf and Africanpure.