Our Story
Born Sassy.
Built to Last.
A South African woman with a dream, a notebook, and an unshakeable belief that luxury belongs to everyone.
The Founder
Meet Nonhlanhla Hlongwane
Nonhlanhla Hlongwane grew up in KwaZulu-Natal, the eldest daughter of a seamstress mother who taught her that craftsmanship is a form of love. From an early age she was drawn to the elegance of leather goods — the way a well-made bag could transform an entire outfit and how it made a woman feel.
After completing a business degree and spending six years in corporate finance in Johannesburg, she left her career to build something of her own. With a modest starting budget and a clear vision, she launched Sassy Bags from a spare room in Soweto in 2019.
“I wanted to create a brand that looked like us — African women who are ambitious, stylish, and refuse to be invisible,” she says. “Luxury should not have a gate. Every woman who works hard deserves to carry something beautiful.”
Today Nonhlanhla Hlongwane leads a team of 14 women, runs the Sassy Brand Summit annually, and is working toward her first international stockist partnership in London.
Nonhlanhla Hlongwane — Founder and Creative Director
5+
Years of luxury craftsmanship
14
Women on the Sassy team
What We Stand For
Our Values
Passion
Every piece carries the heart of a woman who refused to settle for less.
Quality
Premium materials, precise craftsmanship, and uncompromising standards.
Community
We lift as we climb. A portion of every sale supports women-led initiatives in SA.
Authenticity
Sassy is rooted in African identity, designed for the global woman.
Community
The Sassy Brand Summit
Every year Nonhlanhla Hlongwane hosts the Sassy Brand Summit — a full-day event bringing together women entrepreneurs, fashion professionals, and brand builders from across South Africa.
The summit covers personal branding, starting a fashion business, digital marketing, and building sustainable revenue. Attendance is free for first-time entrepreneurs.
“If I had someone show me the path when I was starting out, I would have gotten here twice as fast,” says Nonhlanhla Hlongwane. “The Summit is that path for other women.”
Our Journey
From One Notebook to a Nation
2019
The Dream Begins
Nonhlanhla Hlongwane sketched her first bag design in a notebook while working a corporate job in Sandton. The idea of a proudly South African luxury brand was born.
2020
First Collection
Hand-stitched and self-funded, the debut Sassy collection of 12 bags sold out in under a week via Instagram, with orders coming from across Johannesburg.
2021
Pop-Up Success
A pop-up at Sandton City attracted queues stretching around the corner. Sassy Bags was featured in Destiny Magazine as a brand to watch.
2022
National Expansion
Retail partnerships across Johannesburg, Cape Town, and Durban. A small team of five women joined Nonhlanhla Hlongwane to manage growing demand.
2023
Brand Summit Launch
Nonhlanhla Hlongwane hosted the first-ever Sassy Brand Summit — a community event empowering women entrepreneurs across South Africa.
2024
Digital Flagship Store
Launch of the full e-commerce platform bringing Sassy Bags to customers across South Africa and into neighbouring countries.
Find Us
Our Locations
Johannesburg
Shop 45, Sandton City Sandton, 2196
Hours
Mon-Sat: 9am-7pm Sun: 10am-5pm
Cape Town
Unit 12, V&A Waterfront Cape Town, 8001
Hours
Mon-Sat: 9am-6pm Sun: 10am-4pm
Durban
Shop 22, Gateway Theatre Umhlanga, 4320
Hours
Mon-Sat: 9am-6pm Sun: 10am-4pm