We Did Decorex — Here’s What We Learned
We Did Decorex — Here's What We Learned
Four days. One 6-square-metre stand. A whole lot of West Coast heart.
From 25 to 28 June 2026, The Next Chapter Studio exhibited at Decorex Cape Town at the CTICC — one of South Africa's largest and most prestigious décor and design trade shows. For a small, women-led studio from the West Coast, sharing a floor with established multinationals and well-resourced brands was both humbling and galvanising.
Here is our honest account of the experience.
The Stand
Our stand came to life around the West Coast Collection: watercolour-style cushion covers, tote bags, Tilevera peel-and-stick tile decals, glass coaster sets, and Sox & Jox flip flops and socks, all inspired by the towns and landscapes of the Western Cape coast. The Weskus Western Cape banner anchored the space. The cushions and tote bags went up on the navy walls. The Tilevera framed samples showed visitors exactly what the product looks like installed. We were proud of what we built.
What Happened
We will be honest: we did not sell large volumes at Decorex. That is not what Decorex is primarily for — and understanding that distinction early is important for any small business considering exhibiting.
What we did do was make connections that matter.
We met accommodation providers from along the West Coast — guest houses, boutique stays, and tourism properties — who are exactly the kind of partners we want to build long-term relationships with. Our products as in-room décor, welcome gifts, and branded hospitality items is a real and growing opportunity, and Decorex gave us the room to have those conversations face to face.
The Mayor of the West Coast District Municipality visited our stand — a meaningful acknowledgement of what we are building and the community we represent.
We connected with the Department of Small Business Development and shared our story. We met new suppliers we can partner with, and women creatives whose work and values align with ours — potential collaborations that could shape what The Next Chapter Studio becomes next.
The products that did sell were bought as gifts — people choosing a piece of the West Coast to give to someone they love. That tells us something important about who our customer is and how they think about what we make.
What Surprised Us
Decorex 2026 was very well attended. The appetite for home improvement, décor, and considered living was visible in every aisle. People are investing in their spaces — and they are looking for products with meaning, with story, with a sense of place.
One observation that stayed with us: a paint brand showcasing a bold new colour palette drew enormous crowds. Colour is powerful. Story is powerful. The brands that combined both cut through the noise — and that is exactly the space we are trying to occupy.
We were also surprised by how many visitors assumed we were a West Coast tourism promotion — stopping to ask about accommodation, activities, and where to stay. While we had to redirect those conversations, it pointed to something important: our products do not just decorate spaces, they evoke a place. People see a Paternoster cushion or a Langebaan tote and they want to go there. That connection between product and destination is an opportunity we intend to explore — through future collaborations with tourism bodies, accommodation providers, and West Coast experience makers.
What We Heard From Visitors
Two requests came up repeatedly that we are taking seriously: St Helena Bay and Velddrif. We had visitors asking for cushions, totes, and tile decals featuring both towns — and we are adding them to the West Coast Collection. Watch this space.
Looking Ahead
Decorex confirmed the direction we are already moving in. We want to deepen partnerships with accommodation providers along the West Coast, explore platforms that connect South African craft to international buyers, and keep expanding the collection — new towns, new products, new ways to bring the landscape into everyday living.
A Note on Micro Businesses at Decorex
We would be doing a disservice to other small businesses if we did not name this honestly: the playing field is not level. On the Decorex floor, a 6-square-metre micro business stands alongside multinationals with entire teams and unlimited budgets. Decorex itself does not offer meaningful differentiated support for SMME exhibitors — no dedicated visibility, no tiered programming, no active matchmaking between small producers and trade buyers. South Africa's creative economy is carried in large part by small, independent makers. Trade shows like Decorex have the platform to champion that. We hope they will.
Thank you to everyone who visited Stand A19, scanned our QR code, or stopped to hear the story behind the West Coast Collection. You are why we showed up.
Inspired by the West Coast. Designed for Everyday Living.
www.thenextchapter.co.za