Who's behind the HICH South Africa brand?

When the HICH South Africa brand launched on 15 December 2017, we had mutually agreed to remain anonymous. A handful of family members and friends were aware what we were up to, but we wanted to ensure that the animals remained the core focus of our brand and that the burning issues surrounding animal cruelty were brought to the fore.

One month has now passed and had it not been for someone in the journalism industry politely pointing out that anonymity can become quite a pickle for various reasons, we probably would never have been sitting down and writing this.

So, here we go...

The founders of HICH South Africa are a local mother-daughter trio from Port Elizabeth who are passionate about the well-being of animals. 

Lisa, the youngest daughter, is our little bohemian soul. She's loud, she's colourful and above all, she's original. She matriculated from Theodor Herzl and commenced with a Bachelor of Arts degree in Media Communication and Culture at the Nelson Mandela University in 2016. She recently returned from a 1 year stint in Dubai as a Lifeguard at one of the UAE's most popular water parks, to bed down the launch of the brand, and has inspired most of the t-shirt design sayings with her quirky sense of humour. Lisa will be continuing with her studies in 2018.

Melissa, the eldest daughter, is our sweet-natured, juggle-everything-at-once but don't-step-on-my-toes kind of girl. She is married and is a proud mom to an inquisitive 16 month-old toddler, two pitbull girls and two rescue boys. She is also a final year Masters of Commerce student at the Nelson Mandela University and works full-time at a leading FMCG company. 

The rock that holds the brand together is Nicky, an unconventional soul that was raised in a business-minded family. She was firmly grounded on the importance of education, hard work and independence from an early age which she has instilled in her daughters, and continues to push her boundaries across all spheres in life. Nicky is also mom to an 11 year-old pekignese boy and an avid health and fitness fanatic (watch this space!). She represents all things HICH with her attention to detail, avant-garde ideas and most importantly, her compassion for all beings.

HICH was still in its infancy in early 2017 but it wasn't until Melissa celebrated her son's 1st birthday party in September 2017 that the idea became a reality. In lieu of traditional gifts, guests were asked to bring a bag of dog food to donate to the local animal shelter for a #bekindtoanimals themed celebration at an animal farm. HICH South Africa was birthed shortly afterwards and officially launched into the online market on 15 December 2017. 
The reason behind HICH is quite simple. George Thorndike Angell once said, "I am sometimes asked, 'Why do you spend so much of your time and money talking about kindness to animals when there is so much cruelty to men?' I answer, 'I am working at the roots". This is exactly what HICH is all about! The brand aims to support local and national animal shelters as well as wildlife organisations. Individual support has also been given as HICH aims to help all animals in need, big or small.
The term "HICH-er" was coined as part of our brand positioning strategy. Supporting our brand means that we will all be creating a whole new revolution of kind little human beings.
After all, isn't this our greatest wish for our children?

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  • Yolanda on

    Firstly I’d like to applaud this amazing initiative which stems from a kind hearted mother-daughter trio. I firmly believe that all the good you are sending out to the universe will definitely make its return to you. It’s refreshing to come across a brand who’s heart (and message) is pure and who’s in turn also educating people about God’s four legged creations.

    My son adores his T-Shirt! The material is made from a superb quality whilst the message is crisp, clear and straight to the point. This t-shirt also attracted a lot of inquiring minds and I think that’s an amazing way to create awareness. Kudos to the team and a sincere and heartfelt ‘thank you’ for being a loud and compassionate voice to the animal kingdom.

  • Michelle Leslie on

    I’m so very pleased to make your acquaintance ladies. What a wonderful cause and wishing you very success in the world. And please bring out some big kid versions too. I want one too ;-)

  • Jonelle on

    I love it. Congratulations on breaking the news!! X

  • Fun Mamma Sa on

    Pleased to meet you all ???


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