Jeffrey’s Bay isn’t exactly the place you’d expect a fine-dining revolution to kick off, but that’s exactly what’s happening at Ember & Tide, the brand-new Argentinian open-flame restaurant that’s already setting foodie conversations alight.
Launched by Chef Storm Ashby, an Eastern Cape export with serious international experience, Ember & Tide is being hailed as the dining moment the province didn’t know it was waiting for. It’s sleek, modern, smoke-kissed and ambitious. And for Storm, this is more than a restaurant. It’s a homecoming.
A Chef Coming Full Circle
Ashby grew up in Jeffrey’s Bay, and despite working in kitchens across South Africa and abroad, this town has always been home.
“I wanted to tell my own story on a plate,” he says. “Every chef dreams of creating their own menu in their own space. After years of cooking other people’s food, it was time.”
J-Bay, famously chilled and surf-soaked, has long been ready for an elevated dining moment. Storm saw the gap and filled it with fire.
Why Fire? Why Now?
Ember & Tide’s heart is its Argentinian open-flame grill, a bold move for the Eastern Cape food scene.
“Nothing brings out the natural characteristics of meat like real fire,” Storm explains. “It’s challenging, intense, and forces you to be extremely precise. I love that.”
Half the menu hits the flames, and the open kitchen invites diners into the action. The name says it all: Ember for fire, Tide for the ocean that shaped him.
Food Runs in the Family
Storm didn’t become a chef by accident. Food runs through the family. His ouma owned The Golden Egg in Humansdorp, his grandfather ran a hotel, and many relatives worked in hospitality. His mom, who now runs the Sante Fe coffee shop next door, raised him to be curious in the kitchen.
“While other kids were watching cartoons, I was watching BBC Food,” he laughs. “I’d try to recreate dishes from TV. They never looked right, but it pushed me to keep going.”
He once considered becoming a fly-fishing guide in the Seychelles, but food won.
Kitchens That Shaped Him
Storm’s calm leadership and precision were shaped by years of experience in top kitchens. A major influence was chef Adam Iverson, whose quiet, controlled approach became a model for Storm. His time cooking with Club Med also taught him discipline, stamina and focus under pressure.
“My philosophy is simple,” he says. “Respect people. Love what you do. And keep perfecting your technique.”
Fine Dining, but Still J-Bay
Storm draws inspiration from global chefs like Heston Blumenthal, but everything about Ember & Tide is grounded in home. It’s refined without being pretentious and elevated without losing warmth. The space feels elegant yet familiar, a balance he intentionally crafted.
“It’s elegant, but it still feels like home.”
The Dish That Defines Ember & Tide
For first-time visitors, Storm recommends anything from the open-flame grill. The steaks especially capture the essence of Ember & Tide. The fire, the smoke, the open kitchen and the ocean breeze make it a full experience.
“The restaurant reflects me completely,” he says. “The colours, the music, the food. It’s everything I’ve learned, brought together in one space.”
Good for J-Bay, Good for the Eastern Cape
Ember & Tide is already becoming a destination spot, adding a new layer to J-Bay’s tourism offering and giving the Eastern Cape a fine-dining experience unlike anything else in the region. With Storm’s mother running the coffee shop next door, it’s a full-circle family story too.
Visit Ember & Tide
26 Diaz Road, Jeffrey’s Bay
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