Meet Joanna Hedley
Creative, disciplined and closely connected to the outdoors, Joanna moves between the ocean, her studio and the city.
Through her brand BeachCult, she builds pieces that reflect the way she lives. Functional, minimal and designed for movement. Her work grows out of daily routines shaped by time spent outdoors and a strong connection to Cape Town.
Everything she does sits between structure and freedom. A lifestyle that blends wild energy with consistency and care.
Joanna & Cape Town
For Joanna, Cape Town is about contrast. Ocean and mountain, city and coastline, intensity and calm. That duality shapes how she lives and works.
Based between Constantia and the city, her routines are built around creativity and time in nature. Studio hours, meetings and quiet moments are all part of the same flow. For her, Cape Town offers the space to live that way, where balance is something to be practiced daily and the landscape is always part of the equation.
See & Shop
Quick view
Cape Town IV
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Regular price
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€180.00 EUR
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Regular price
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Sale price
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€180.00 EUR
- Regular price
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€180.00 EUR - Regular price
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- Sale price
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€180.00 EUR
- Regular price
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€180.00 EUR - Regular price
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- Sale price
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€180.00 EUR
Joanna's City Gems
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The Secret Forest Café
DISCOVER MOREGarden Café in Constantia known for its outdoor seating, simple seasonal menu and informal setting surrounded by trees and walking trails.
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BeachCult
DISCOVER MORESwim and resort wear label, creating luxury beachwear and apparel with locally designed prints and mindful ethical production 100 % in South Africa.
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Steenberg Farm
DISCOVER MOREOne of the oldest wine farms in Constantia, combining vineyards, a winery, hotel and restaurants within a historic estate setting at the foot of the mountains.
