Our Story
A proudly South African store, inspired by women, powered by style.
The Hip Shop is a family-run, all-women business built on a shared love for beautiful clothes, confidence-boosting fashion and exceptional quality.
We're based in South Africa, with our depot in the coastal town of Jeffrey’s Bay and our fashion travels far to get to you. Most of our garments are personally selected and imported from Italy, where quality, comfort and trend-forward designs are second nature.
At the heart of The Hip Shop is a powerhouse mother-daughter duo: Berinda and Simoné.
Berinda, a loving wife and devoted dog mom, runs things from Jeffrey’s Bay. She's known for her impeccable style, her warm smile and her love of long beach walks with her Schnauzer. She's also a whiz in the kitchen and always surrounds herself with her loved ones. Simoné, her lookalike daughter and equal in fashion flair, oversees the Durbanville branch. A busy mom of two boys, she still finds time to stay on trend, enjoy the Cape’s natural beauty and bring fresh energy to the brand.
Together with our dedicated all-female team, we carefully curate every piece in our collections - building around fabrics, prints and silhouettes that work beautifully together while standing out individually. Think of it as wardrobe chemistry: our pieces are designed to mix, match and elevate, making getting dressed a joy.
What makes us special?
• Authenticity - We’re 100% South African and committed to excellent service you can trust.
• Imported Quality - Most of our fashion pieces are sourced from Italy, bringing you world-class fabrics and unique designs that reflect the latest international trends.
• Handpicked Collections - We select every item ourselves, imagining how it will fit, flatter and flow into your lifestyle.
• One-of-a-kind Style - Our pieces are not mass-produced. They’re made to stand out, while blending effortlessly into your existing wardrobe.
• Real Women in Mind - We know the fashion needs of real women, from covering arms to flattering midsections and offering beautiful, wearable style for every stage of life.
And yes, because we import most of our range from Italy, this does reflect in our pricing. But trust us - once you feel the fit, the fabric and the comfort, you’ll understand why it's worth every cent (and why the compliments won’t stop rolling in!).
We also proudly support local - occasionally stocking South African-made fashion labels we believe in. These are our “Basics”: essential, firm-favourite pieces that form the foundation of any beautiful wardrobe.
More than just a fashion store, The Hip Shop is about helping women feel good, look amazing and dress in a way that celebrates their individuality. We love dressing up and we're sharing that joy with every client, every day.