There’s a new kind of social energy taking shape across the Bay, and it feels noticeably different from what we’ve known before.
It’s softer. Slower. More intentional.
Instead of late nights and packed venues, more women are choosing daytime plans that feel thoughtful and personal. Think curated pop-ups, creative workshops, permanent jewellery stations, coffee catch-ups that turn into real conversations, and beautifully styled spaces where you can linger without feeling rushed.
One of the women helping shape that shift locally is Jessica Wolmarans, founder of Parallell.co.
When we chatted to her about how her jewellery brand evolved into hosting events, it became clear that what she’s building isn’t just about accessories or aesthetics. It’s about connection.
“I didn’t just want people to buy from the brand,” she says. “I wanted them to experience it and connect with each other in the process.”
That simple idea has quietly turned Parallell.co into one of several women-led brands reimagining how we gather, shop, and socialise in Gqeberha.
Importantly, this is not one single brand or person leading the charge. It’s something bigger than that. A collective shift shaped by multiple creatives and entrepreneurs who are carving out spaces that feel welcoming, community-driven, and intentionally soft.
When shopping turns into shared moments
Parallell.co began as a minimalist jewellery brand, focused on timeless, everyday pieces designed to move effortlessly through daily life. The goal was to create jewellery that feels easy and personal. Pieces you never really take off. Pieces that quietly become part of your story.
But as Jessica tells us, jewellery has always felt emotional to her. It marks milestones, memories, and seasons of life.
So creating experiences around those pieces felt like a natural next step.
What started as small pop-ups soon evolved into curated gatherings where women could design personalised charms, try permanent jewellery, browse local brands, and spend time connecting in a relaxed, thoughtfully styled space.
The focus slowly shifted from selling to sharing.
Not just shopping, but community
Spend time at one of these events, and you quickly realise they don’t feel like traditional markets or retail spaces.
They’re slower and more intimate. Carefully curated. Limited in numbers, so no one feels lost in a crowd.
Guests aren’t rushing from table to table. They’re lingering, chatting, creating, and laughing. It feels less like a shopping trip and more like a girls’ day out.
Jessica remembers noticing this at one of her early events. Women arrived alone and left hours later, exchanging numbers and making plans with people they had just met.
That moment stuck with her.
It was a reminder that the community side of the brand mattered just as much as the jewellery itself.
A bigger movement is taking shape
And that is where the story becomes bigger than Parallell.co.
Across the Bay, more women-led brands are embracing experience-led gatherings. From creative workshops to curated pop-ups and lifestyle markets, the focus is increasingly on how people feel rather than how much they buy.
There’s something refreshing about spaces designed specifically with women in mind. Spaces where you can show up alone and still feel comfortable. Where you can dress up for fun or come as you are. Where connection happens naturally.
It’s less about spending money and more about spending time well.
For years, the word girly was used dismissively. Now it feels like women are reclaiming it and redefining it.
Girly can be intentional.
Girly can be creative.
Girly can be entrepreneurial and community-driven.
And honestly, it’s starting to feel pretty powerful.
Built on collaboration, not competition
Another thread connecting many of these gatherings is collaboration.
Jessica regularly partners with local and women-led businesses, weaving their offerings into each event so everything feels cohesive and considered. Instead of competing for attention, small brands are supporting one another and sharing audiences.
It creates a ripple effect. More visibility. More opportunities. A stronger local creative scene.
And that sense of togetherness is exactly what makes these events feel so different.
Looking ahead
For Parallell.co, events are now a permanent part of the brand’s future, with new venue partners, more creative activities, and private bookings on the horizon. But the focus remains the same. Keep it warm. Keep it meaningful. Keep it intimate.
And as more women-led businesses continue creating similar spaces, it’s clear this is not just a passing trend.
It’s a shift in how women want to connect.
So if your social calendar has been craving something softer, prettier, and a little more intentional, this might be your sign. The Bay’s girly gatherings are only just getting started.
Follow & Connect
Stay up to date with Parallell.co’s upcoming events and releases:
Instagram: @parallell.co
Website: parallell.co
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