PRIDE is a philosophy.

It’s a celebration of how far we’ve come and where we are going.

It’s our purpose. It’s our way of life. It’s our story.

We’re South African and proudly so.

We eat, drink and breathe our heritage.

We are all different, yet the same.

We give freely and generously

PRIDE is in our DNA, PRIDE is our people, PRIDE is our personal recommendations, PRIDE cannot be imitated, because we are PRIDE.

Where will I see PRIDE?

Well, chances are that you have seen it already. You may have seen one or two introductions to our team, made at the bottom of our emails.


You can follow a new series called ‘Referred by a friend’ on #EllermanSays, where our team recommends their personal favourite experiences in and around Cape Town – from restaurants, to art galleries, to shops, to hiking trails.

We have injected a little more PRIDE into our bespoke experiences as well.


We are constantly thinking of new and creative ways to incorporate PRIDE.

Wherever you see the golden PRIDE colours, you will know that an extra personal touch went into it.