Perhaps best described as a 'multi-hyphenate', Vicky Ross is a woman who wears many hats – and who wears them well. She's played no small part in the rise and rise of 44 Stanley; a characterful lifestyle destination in Milpark that's one of our favourite spots in Joburg. But her path over the years has been wondrous and winding.
With a background in banking and finance, Ross started her career at Investec and Old Mutual in Cape Town, where she moved after leaving Joburg and travelling abroad. However, she found herself increasingly drawn to people-centred ventures, and, soon enough, back to the city. This inspired her to own and run several small businesses, including a nail salon, a retail store, and a cafe. "[I love] to explore how spaces can foster connection, creativity, and community," says Ross about 44 Stanley, where she's been involved in various capacities for several years.
Ross is also a well-known figure in the world of concept stores, having started the much-loved pop-up, Andticks, which incorporated local retail, food, and music into an unusual shopping experience. In the art world, she's worked as a project manager at both Turbine Art Fair and FNB Art Joburg.
Labelled a 'cultural curator' by Future Talks Africa, Ross' role in the creative industry is described as "[extending] beyond traditional curation to encompass careful selection, design, and assembly of elements that enhance public and private spaces, experiences, and retail and hospitality environments, ultimately driving culture". Having spent many an hour in the spaces Ross has curated – the places where she has "connected the dots" that make up an experience – we can attest to her success as a cultural curator and entrepreneur. We spoke to her about Joburg's unique rhythm, contributing to the culture of the city, and doing people-centred work with heart.
"Being a Joburger isn’t about long service awards that some other cities require – it’s more about a sensibility and a genuine embrace of different people and cultures."
Describe the life of a cultural entrepreneur? And then describe it in Joburg, if you think that makes a difference.
Being a cultural entrepreneur is about blending business acumen with creativity to shape spaces, experiences, and narratives. It’s about connecting the dots: understanding which businesses complement each other, identifying partnerships that can enhance a project, and telling compelling stories both through tangible experiences and digital platforms to reach the right audience.
Practically, this means a mix of meetings, research, writing, project management, and networking. A large part of my work involves coordinating various suppliers – many of whom are creatives – to bring a vision to life. I’m a natural connector, so working in coffee shops often benefits my work: it’s where ideas spark, collaborations take shape, and new opportunities emerge. Of course, there’s also the admin side, which I’m working on streamlining to make space for the more creative and strategic aspects of what I do.
In Joburg, this work takes on a unique rhythm. The city’s energy is fast-paced, entrepreneurial, and full of unexpected synergies. I love this and feel it's what makes Joburg special. People here are action-takers – when they have an idea, they make it happen. It’s a city that thrives on independent thinkers and creative problem-solvers.
Of course, there are challenges, such as economic shifts, changing consumer habits, and the realities of crumbling infrastructure and city mismanagement. These issues break my heart regularly and add layers of complexity to doing business here, but they also drive innovation. Joburgers are resilient, finding ways to adapt, create, and push forward despite the obstacles. The reward lies in seeing how the right mix of people, places, and ideas can transform a space or an experience into something meaningful.
You seem to have a knack for navigating different worlds – from co-owning a nail salon and a cafe to working with entrepreneurs and curating beautiful events. We know that at one point you also wanted a life on stage. What drives you?
I’m a true extrovert. I love people from all walks of life, and I think that’s what drives me most. Working with different people, industries, and creative minds keeps me engaged and inspired. As I’ve come to know myself better, I’ve realised that I thrive on curiosity and discovery. Newness fuels me energetically, while too much repetition or sameness tends to drain me.
I laugh when I think about wanting a life on stage as a child, but there’s also a little sadness in knowing that it was knocked out of me because it wasn’t seen as sensible or ‘clever.’ In a way, though, what I do now still has an element of performance – bringing ideas to life, creating experiences, and engaging with people in a way that feels dynamic and alive.
"Joburg is all about that scrappy, can-do attitude, where you constantly adapt and make things happen."
Many of the people we interview pick out 44 Stanley as one of their favourite Joburg spots. When we think of this space, we can't separate it from your work. Why is this development so close to your heart?
I started visiting 44 Stanley when it first opened in 2003, back when I was still working in banking. It felt like a glorious escape from the rest of my life (and not just because of the nights at The Colour Bar). There’s something about the mix of grittiness and beauty that sets it apart – unlike anywhere else in Joburg.
I adore beautiful things but have always been allergic to anything flashy or characterless, which Joburg is sometimes (mistakenly) known for. 44 Stanley has always attracted a creative and diverse community, and that’s what makes it special. There’s an energy to the space, a vibrancy in the people it brings together, and I’ve loved being part of that over the years.
You've got an interesting philosophy around retail spaces and experiences, which has shone through in the events you've hosted as Andticks. A layer of depth we don't always see in an industry that can be fickle and fleeting. Tell us more about it and why you seek and cultivate this.
I haven’t always been able to put it into words, but looking back, I realise that so many of my most special memories are tied to how a place or experience made me feel; and often, it was the subtle details that made all the difference. The way my mother presented a simple sandwich on a plate or laid a table, the effortless yet considered playlist always playing in the background at my aunt’s house, or the joy of rushed lunch hours spent exploring stores like The Conran Shop in London.
I know this might sound overly romantic, but I genuinely believe that great spaces and experiences aren’t about expensive design – they’re about thoughtful, people-centred design, attention to detail, and the heart that goes into creating them. That’s why I’m so drawn to independent retail. There’s an energy and passion that comes through in these spaces, and I’m always in awe of the retailers and brands that manage to scale while still holding on to that feeling.
Three things you can't live without?
Morning walks, the people in my life – which includes my closest family and friends, as well as the everyday interactions I have with people – and beautiful spaces, whether natural or created. But honestly, three isn’t enough! Books, podcasts, and my daily intake of learning are essential, as are great food and drink, art, and music.
What brought you to Joburg and what makes you stay here?
I grew up in Joburg and left after school, but I came back in my late 20s – ironically because, at the time, I felt it offered better career opportunities in finance than Cape Town. I’ve stayed because of the proximity to my family and that intangible energy Joburg has – its people, its pace, its grit, its creativity. There’s something about this city that keeps pulling you in.
"People here are action-takers – when they have an idea, they make it happen. It’s a city that thrives on independent thinkers and creative problem-solvers."
Home is...
A city of contrasts, where creativity, hustle, and heart come together. It’s a place of constant reinvention, of gritty beauty, and where connections are made across diverse communities. Home is where I find both inspiration and challenges, and the support to navigate them. Ultimately, for now, it’s where I feel most alive.
What is a surprising thing people might learn about Joburg by having a conversation with you?
I live and work in a bubble of like-minded people, so I sometimes forget how outsiders perceive Joburg. Someone unfamiliar with the city might be surprised to learn about its hidden gems – its gardens and greenery, the thoughtfully designed spaces like 44 Stanley, and the deep cultural and social history that has shaped the city and the country. Joburg isn’t all bling, shopping malls, crime, gated estates, and potholes; there’s so much more beneath the surface if you take the time to explore and appreciate it.
Your favourite Joburg suburb, and why?
I’m going to cheat and say the general Parks area, which encompasses several suburbs [Parkview, Parkwood, Parktown North, Parkhurst, etc]. While I grew up further north, I’ve always been drawn to the older, tree-lined neighbourhoods, not just for their beauty, but also for the sense of community they foster. There’s a different sensibility here: a neighbourhood feel that makes Joburg feel more connected and lived-in.
What three things should a visitor not leave Joburg without seeing or experiencing?
That’s a tricky one. Of course, I’d say 44 Stanley, but I’d also recommend heading to a viewpoint (I love the outlook from the top of Westcliff and Munro Drive) to take in the stunning expanse of trees within the city. And for a first-time visitor, a trip to Constitution Hill is a must – it's a powerful reminder of our precious democracy and the dark history we’ve come from, highlighting the journey we’ve made as a country.
Your favourite Joburg author or favourite Joburg book?
I’ve never really had a single favourite writer or book, but I do love Bradley Kirschenbaum’s I Love You I Hate You. It’s visually beautiful and delves into the complex, often contradictory relationship people have with the city, which really resonates with me.
One song on your Joburg soundtrack that either is about Joburg or makes you think about this city?
Zange by Bongeziwe Mabandla. I remember an outdoor performance he did at 44 Stanley towards the end of 2020, during that strange COVID time. His entire performance – but especially that song – was haunting, magical, and beautiful. The way the audience engaged with him felt like something only Joburg could produce. I saw him perform again recently, and I experienced that same magic. It’s a moment I’ll always associate with this city.
The most memorable meal you have eaten in Joburg?
There have been so many great meals, but I’d have to say the most memorable is my aunt’s chicken number one – one of the many classics in her repertoire. I’ve eaten it countless times, always around my aunt and uncle’s dining room table, surrounded by family and a wonderful mix of interesting people from Joburg and beyond.
If you could buy one Joburg building which would it be?
One? That's a tough question for me. I can’t pick just one, but I would love to buy an old Joburg home in Parktown – ideally with a view and a garden – where I could create a beautiful mixed-use space. I’m also drawn to some of the industrial buildings around Johannesburg, and given unlimited resources, I know I could create something magical in them. The old gasworks in Cottesloe would be an obvious choice.
"Great spaces and experiences aren’t about expensive design – they’re about thoughtful, people-centred design, attention to detail, and the heart that goes into creating them."
If you were the Joburg mayor for one day (average tenure) what would you change?
This question makes me feel a bit sad and overwhelmed, to be honest. But if I were Joburg’s mayor for a day, I’d focus on real accountability – ensuring that those in power are truly answerable for the city’s management. Joburg doesn’t lack potential: it suffers from poor governance and gross mismanagement. I’d push for proper oversight of city services, work to root out inefficiency and corruption, prioritise investment in infrastructure, and support initiatives aimed at solving massive social issues like homelessness and addiction.
Favourite Joburg label, and why?
I feel disloyal as I have so many friends with great labels. But the label that stands out is Guillotine by Lisa Jaffe – her clothes are truly unique and have that unusual ability to be both classic yet cool at the same time.
What makes someone a Joburger?
Being a Joburger isn’t about long service awards that some other cities require – it’s more about a sensibility and a genuine embrace of different people and cultures. It’s about the hustle (though I hesitate to say that, as I’m trying to be more mindful). Joburg is all about that scrappy, can-do attitude, where you constantly adapt and make things happen.
What do you love most about Joburg?
What I love most about Joburg is the people, and their genuine openness and friendliness. There's an authenticity in the way people connect here that makes the city feel alive and welcoming.
What do you least like about Joburg?
The running of it: its inefficiency, corruption, and the crumbling infrastructure that results from it. It’s frustrating to see such potential undermined by these issues.
"I’ve stayed because of the proximity to my family and that intangible energy Joburg has – its people, its pace, its grit, its creativity. There’s something about this city that keeps pulling you in."
Your number one tip for a first-time visitor to Joburg?
My number one tip for a first-time visitor to Joburg is to be open to what the city has to offer. Don’t let fear hold you back, but be sensible – and avoid staying in a hotel in Sandton. There’s so much more to explore beyond the usual tourist spots.
One Joburg personality whom you would honour with the Freedom of the City if you could, and why?
Robbie Brozin, the co-founder of Nando’s. Though I don’t know him personally, I deeply admire his incredible energy and passion. He’s behind some important creative and change-making initiatives in Johannesburg, which is what the city truly needs.
The perfect weekend in Joburg includes...
A long walk in one of our green spaces (Delta Park is good at the moment), brunch (there are so many good places for brunch), a bit of a gallery visit around town, and for a sense of occasion, a cocktail or meal at Marble.
Three words that describe this city
People-centric, vibrant, heartbreaking.
Check out some of our previous #MyJoburg interviews for more insights into the city:
#MyJoburg interview with Stachia Conradie, market whiz
#MyJoburg by Hayleigh Evans, actress, theatre maker, and innovator
#MyJoburg with Fehmida "Fehmz" Jordaan, Halaal Goods Market Founder
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