OUR STORY
It began with two friends and a kitchen full of ideas.
Franelle & Co began in the most ordinary and meaningful of places: at a kitchen counter.
On a quiet winter Saturday in the Winelands, two friends turned years of shared ideas into their first real products. There were measuring jugs, handwritten labels, test bottles, black gloves, a glass of wine and more than a little nervous excitement.
It was not polished. It was not perfect. But it was thoughtful, honest and full of possibility.
OUR STORY
It began with two friends and a kitchen full of ideas.
Franelle & Co began in the most ordinary and meaningful of places: at a kitchen counter.
On a quiet winter Saturday in the Winelands, two friends turned years of shared ideas into their first real products. There were measuring jugs, handwritten labels, test bottles, black gloves, a glass of wine and more than a little nervous excitement.
It was not polished. It was not perfect. But it was thoughtful, honest and full of possibility.
THE FIRST SATURDAY
A small beginning, made properly.
There is a photograph from that first morning: a row of clear bottles catching the light through the blinds, each marked by hand with a batch number, a date and the name of a scent being tested.
By the end of the day, the counter held a Kitchen Cleaner, a Bathroom Cleaner, an All-Purpose Cleaner, Bath Salts and Cold-Processed Soap.
Some batches worked. Some did not.
From the first bottle, one principle mattered more than anything else: every product had to be made with care. The ingredients, the formula, the packaging and the way the product felt in an everyday home all mattered.
That commitment still guides every Franelle product today.
BEHIND THE BEGINNING
The photographs that tell the story.
Not a campaign. Not a styled shoot. Just the real morning when ideas became batches, bottles and the beginning of Franelle.
The first hand-labelled test batches.
Measured, mixed and poured by hand.
Every formula recorded.
WHAT WE BELIEVE
Beautiful everyday living should feel within reach.
We believe a cared-for home is not about perfection, status or expensive things. It is found in the small moments: clean hands, fresh linen, a familiar fragrance, a warm bath and products that make ordinary routines feel considered.
Franelle exists to make those moments more beautiful through thoughtfully designed home and personal care products made for real South African homes.
This reflects the brand’s core promise: beautifully made, genuinely accessible products that create beautiful everyday moments.
Beautifully Designed
Calm colours, clear labels and thoughtful details create products that feel at home in the spaces where you live.
Thoughtfully Made
Every product is developed with attention to ingredients, performance, packaging and the way it will be used.
Made for Everyday Life
Franelle is designed for real routines — practical enough to use often and beautiful enough to leave out.
Made for homes
Made for homes, with a warm, grounded identity inspired by how we live here.
MADE HERE
Rooted in South African homes.
Franelle is proudly shaped by the homes, people and landscapes around us.
Our idea of beauty is warm, practical and lived-in. It is linen in the morning light, timber and ceramics in the kitchen, familiar fragrances and products that earn their place in the home.
As Franelle grows, we remain committed to local opportunity, responsible manufacturing and products that South African families can feel proud to use, share and sell.
For every home that becomes a little more beautiful, we aim to create more opportunity through South African manufacturing and entrepreneurship.
THE NAME
Fran, for Francé. Elle, for Rouchelle.
Franelle carries both founders in its name.
“Fran” comes from Francé. “Elle” comes from Rouchelle.
It was there on the very first handwritten labels and it remains at the heart of every product we make: two friends, one shared idea and a belief that everyday things can be made more beautifully.
BEAUTIFULLY DESIGNED. THOUGHTFULLY MADE.
Franelle began with gloved hands, handwritten labels and two friends who believed that everyday products could be made more beautifully.
That belief remains unchanged.
We are here to create thoughtfully designed products for the home, body and everyday moments in between — made with care, priced fairly and created to feel at home in real life.