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The Linden Market (TLM) in Emmarentia is a Joburg favourite. What started as a small backyard gathering has become a seasonal institution that everyone looks forward to. But who is the powerhouse making this market magic possible?
Founder of Nieuwnation Brand Consultancy and managing director of TLM, Stachia Conradie is a name to know in Joburg's creative economy. Thanks to her involvement with this beloved market, she has found a platform to promote the work of local artisans and entrepreneurs. Conradie believes that the heart of the city lies in the creativity of its people and, that by encouraging this, we can prevent our cultural roots from being lost in an increasingly globalised world. She is passionate not only about Joburg's makers, but about the identity and spirit of South Africa, saying "Creative entrepreneurship can be a beacon of hope to remind us who we are and what we are capable of."
Aligned with The Linden Market's tagline, "Made with Love, Bought with Purpose", Conradie expresses her commitment to collaboration, creativity, and craft. Of this project, Conradie says, "Our aim is not only to place emphasis on the makers and their crafted products, but also to remind society of the important role they play in the maker community and in turn, our greater economy."
Her work at TLM has a dual purpose: to encourage makers and artisans to use their skills for the good of themselves and the city, but also to promote mindful buying and support of local craftsmanship on the part of the shoppers. "When we choose to buy from local maker brands and businesses, we not only get beautiful and unique items, ... [but we also] support creative entrepreneurs and innovators who are passionate about what they do," claims Conradie – and her work is testament to the fact that she lives by this philosophy.
We spoke to Conradie about the city's creative economy, her passion for new entrepreneurs and local artisans, and why she loves both the makers and buyers of Joburg.
"The hustle [in Joburg] is real, but so is the openness. There’s a raw, unfiltered drive here that’s contagious: a city where dreams are chased, connections are made, and community thrives."
How did you become involved with The Linden Market, and how did Emmarentia become its home?
Bibi Schwartz was the visionary behind The Linden Market, launching it in a small backyard garden in Linden. I was one of the first vendors and, as the market grew, we became partners when it needed a new home. Johannesburg Botanical Gardens in Emmarentia was the perfect fit. Both Bibi and I have a deep love for nature, gardens, and flowers, so hosting the market in such a beautiful, green setting felt like a natural evolution. Beyond that, we wanted to create a space where people could step out from behind their walls, explore the park, and enjoy an open, welcoming atmosphere with their families. The location offered ample parking, a secure and enclosed area, and a scenic backdrop that perfectly complemented the market’s community-driven spirit.
When you're working to curate one of Joburg's most-loved markets, what drives you?
What drives us is witnessing the incredible talent, creativity, and passion of our local makers – it’s truly contagious. There’s something inspiring about seeing how much effort people put into their craft: the attention to detail, the professionalism, and the special touches they bring to their products. It's about fostering a community of vendors who understand the value of craftsmanship, creativity, and connection. The success of The Linden Market is built on this shared commitment – where both vendors and visitors contribute to an atmosphere that is vibrant, inspiring, and uniquely local.
But beyond that, we are driven by the belief that if we can inspire people to take the leap into entrepreneurship, we can contribute meaningfully to our country’s economic growth. Seeing makers launch new ranges, test new products, and build sustainable businesses fuels our purpose. The Linden Market is more than just a marketplace – it’s a community where creativity meets opportunity and local talent can thrive.
"Seeing how the market has grown into a space where people come together, celebrate local talent, and truly believe in the strength of their community is something I’ll always cherish."
Since it began, The Linden Market has focused on supporting locals and building a community economy. Why is this important to you?
The drive behind this is deeply personal. My own journey started with a need for opportunity, and that first step led to building and growing The Linden Market into what it is today. Along the way, I’ve come to truly understand what a community economy means – not just in theory, but in practice.
With each market, I witness something special: transactions that go beyond financial exchange. It feels like a bubble – almost a utopia – where people lead with kindness, support one another, share knowledge, and lift each other up. This experience has shaped not only how I approach business but also how I raise my children. I never expected this journey to teach me so much, and I feel incredibly privileged to be part of a network that embodies the power of collaboration, creativity, and community.
The year 2025 marks 10 years since the market started. Take us back to those early days... how does the original event compare to what we're accustomed to now?
The Linden Market started in a small backyard in the Linden suburb and has grown organically over the years. From those humble beginnings, we moved to Linden High School before eventually finding our home at the Johannesburg Botanical Gardens in Emmarentia, where we've been for the past five years.
In the beginning, we were short-staffed – family and friends had to step in to help, and everything was hands-on and DIY. There were no big systems or resources – just a shared passion for creating a space where local makers could showcase their talent. Fast forward to today... and while we’ve refined our processes and grown into a well-loved Joburg institution, that same spirit of community, creativity, and hustle still drives everything we do.
"We are driven by the belief that if we can inspire people to take the leap into entrepreneurship, we can contribute meaningfully to our country’s economic growth."
Reflecting on one decade of The Linden Market, what are you most proud of?
I am incredibly proud of the team we have built: passionate, hard-working people who believe in the power of community and creativity. But beyond that, I’m proud that The Linden Market has become a meaningful part of Joburg’s cultural landscape. Over the years, we’ve not only created a platform for local entrepreneurs, but also helped shape a culture that values craftsmanship, connection, and shared experiences. Seeing how the market has grown into a space where people come together, celebrate local talent, and truly believe in the strength of their community is something I’ll always cherish.
Is there a project from the past 10 years that particularly makes your heart sing?
Every market is a collaboration – whether with a vendor, a brand, or a creative partner – and that’s what we love most: bringing fresh ideas to life. A few standouts include a flashmob fashion show that featured our local fashion design stalls, a collaboration with the Greenside High School Choir with whom we co-wrote and launched an original song, and our beautifully crafted festive cracker, created in partnership with our makers. Unlike traditional crackers, ours is filled with locally made goodies; no plastic junk – just thoughtful surprises you’ll want to keep. This is what fuels us: collaborating, innovating, and constantly finding new ways to bring unique experiences, products, and moments to The Linden Market. And we have no plans of slowing down!
There's often an element of surprise at The Linden Market. What tricks do you have up your sleeve for the four seasonal markets you're going to be hosting this year?
We love keeping things fresh and unexpected, and this year is no exception! One of the highlights will be an exciting choir collaboration with Greenside High School and Suzzi Swanepoel, one of our most-loved performers; this will undoubtedly bring a magical moment to the market.
We’re also launching a 10-year merchandise range in collaboration with our local creatives – because what’s better than leaving the market with a one-of-a-kind keepsake? Plus, we’ve got a line-up of exciting activations, interactive experiences, and surprise pop-ups to keep things fun and engaging all year round. Stay tuned… we’ve got plenty more up our sleeves!
This market shines a light on exceptional local makers and entrepreneurs. Tell us about some of your stand-out, long-term vendors.
We are incredibly fortunate to have an amazing pool of entrepreneurs who have grown and evolved through The Linden Market. It’s been inspiring to witness how some of them started small, built their brands, and have now outgrown the platform – something we see as the ultimate success. Our goal is to provide a launchpad, giving makers the exposure and confidence to take their businesses to the next level.
At the same time, we’re always creating space for new entrepreneurs who are just starting out. The beauty of The Linden Market is that it’s an ever-evolving community of passionate, talented makers – some who have been with us for years, and others who are just beginning their journey. Watching these businesses grow and thrive is what drives us, and we can’t wait to see who the next stand-out talents will be!
"[The Linden Market] feels like a bubble – almost a utopia – where people lead with kindness, support one another, share knowledge, and lift each other up."
Sustainability is also a pillar of The Linden Market. How do you make that real, and get people to come on board?
Sustainability is at the heart of The Linden Market, and we’re always looking for ways to make a real impact while inspiring our community to do the same. One of our key initiatives is our Denim Upcycle Project, where visitors can either donate old denim or bring their own pieces for an on-the-spot transformation. We’re passionate about slow fashion, which is why we support local designers who champion ethical, sustainable practices.
We also work closely with Recycle Drive to manage market waste and recycling. After each event, we will now receive a full report on our environmental impact, which we want to share with our community to keep things transparent and everyone involved accountable. Another favourite is our reusable market cup, which has become a collector’s item for visitors. Each edition features a unique illustration by a local artist, making it not just an eco-friendly alternative but also a meaningful keepsake.
Beyond that, we’re constantly improving – eliminating plastic where possible, using only paper straws and sustainable packaging, and working with our vendors to align with our green philosophy. It’s a journey, but we’re committed to making sustainability a shared effort one market at a time!
What brought you to Joburg and what makes you stay?
There’s something truly magical about the city. The energy, the people, the eclectic mix of cultures... it’s a vibe that’s uniquely Joburg. The hustle is real, but so is the openness. There’s a raw, unfiltered drive here that’s contagious: a city where dreams are chased, connections are made, and community thrives. Once you feel it, you just can’t let go.
a feeling.
What is a surprising thing people might learn about Joburg by having a conversation with you?
Joburg has a heart – a big one. Beneath the hustle and the fast pace, there’s a deep sense of community, creativity, and connection. It’s a city of opportunity, where people are open, supportive, and always ready to collaborate. Once you experience the real Joburg – the energy, the culture, and the kindness – you’ll see why so many of us wouldn’t want to be anywhere else.
"By empowering local residents to take ownership of their neighbourhoods, we can foster a sense of pride and responsibility that leads to cleaner, more vibrant streets."
Your favourite Joburg suburb, and why you choose it?
Parkhurst. My choice is sentimental – it's where I had my first apartment when I started working in Joburg. I love the charm of the old parquet flooring, the unique building styles, and the after-work culture. It’s a place that holds memories, inspiration, and a deep connection to my journey in this city.
What three things should a visitor not leave Joburg without seeing or experiencing?
The Apartheid Museum, NIROX Sculpture Park, and the view of the jacarandas from Four Seasons Hotel The Westcliff.
Your favourite Joburg author or favourite Joburg book?
Hidden Johannesburg by Paul Duncan and Alain Proust.
One song on your playlist that either is about Joburg or makes you think about this city?
We Were Here by Simmy.
The most memorable meal you have eaten in Joburg?
Samoosas, roast chicken and crispy potatoes from Glenda’s Restaurant, finished off with the best soft serve at Pantry by Marble.
If you could buy one Joburg building which would it be?
Joburg's old railway station – it's magical.
If you were Joburg's mayor for one day (average tenure), what would you change?
I would harness the power of community-driven initiatives to transform our city's governance. By empowering residents to take ownership of their neighbourhoods, we can foster a sense of pride and responsibility that leads to cleaner, more vibrant streets.
We’ve seen the power of community in action, and I’d love to see this implemented in a way that truly benefits the people of Joburg and this magical city.
"Joburg has this incredible mix of ambition and community where people are always on the move and chasing dreams, but still willing to lift each other up. There’s a raw, unfiltered magic to the city that makes you feel like anything is possible."
Favourite Joburg label, and why?
Shits Not Tailored. It’s bold, unapologetic, and brings incredible design aesthetics to the table. Confident, edgy, and effortlessly cool – it’s the kind of label that doesn’t just follow trends but sets them.
What makes someone a Joburger?
If you can embrace the energy, roll with the chaos, and still find the magic, then congrats: you’re a Joburger!
What do you love most about Joburg?
The people, the vibe, the food, and of course the weather. The openness of the people – there’s an energy here that’s unlike anywhere else. It’s the hustle, the grit, and of course, the vaaib, bru! Joburg has this incredible mix of ambition and community where people are always on the move and chasing dreams, but still willing to lift each other up. There’s a raw, unfiltered magic to the city that makes you feel like anything is possible.
What do you least like about Joburg?
The state of the sidewalks and the fact that the City Centre is really falling apart.
"If you can embrace the energy, roll with the chaos, and still find the magic, then congrats: you’re a Joburger!"
Your number one tip for a first-time visitor to Joburg?
Get on the City Sightseeing hop-on hop-off Red Bus to get a good lay of the land.
The perfect weekend in Joburg includes...
If the Linden Market isn’t on…. afternoon drinks in Parkhurst or Linden, an early dinner and live music at The Marabi Club, a hike up Westcliff Steps, followed by a Sunday morning breakfast at Croft & Co in Parkview.
Three words that describe this city.
Hustle, creative, open.
Check out some of our previous #MyJoburg interviews for more insights into the city:
#MyJoburg interview with artist and founder of BKhz Gallery, Banele Khoza
#MyJoburg with Lesley Kellerman, founder of Heart & Heritage
#MyJoburg with Lelowhatsgood, creative trailblazer and founder of the VNJ Ball
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