Popularised by French writer Marcel Proust at the end of the 19th century, the Proust Questionnaire is a rapidfire question and answer interview meant to give the reader insight into one’s personality, and if you’re lucky, a small glimpse into one’s true self. In this issue we caught up with Jonni Katz, CEO and co-founder of clothing brands EARTHCHILD and EARTHADDICT.

Recognised as market leaders in ethical fashion, EARTHCHILD and EARTHADDICT aren’t just retail brands, says Katz, they’re so much more than that. By surrounding himself with an amazing team and partnering with some of Africa’s most phenomenal manufacturers his brainchild has become a respected design house and a vehicle for change in South Africa too.

As the whole world moves towards a greener way of living, he feels EARTHCHILD and EARTHADDICT are perfectly geared to move forward into the future. Most of the clothing is made from organic cotton, making the brands leaders in the green fashion marketplace. “We create fashion inspired by nature!”

The brands’ theme for this year is growth, an apt concept considering the organic nature of the brand. The EARTHCHILD and EARTHADDICT team plan on taking the company from its current 35 retail locations and expanding into 40 soulful and eco-friendly shopping experiences before the end of 2013, with many more stores beyond that.

“I am passionate about proving that organic fashion can be successful in a wider market,” he says.

What is your idea of perfect happiness?
Spending quality time with my family, creating a happy culture within EARTHCHILD… and a good approach shot close to the pin!

What’s your greatest fear?
I fear that the human race continues to not understand the necessity of preserving our planet and all the natural resources mother earth has to offer. I hope that my three beautiful daughters will be able to grow up exploring the abundance our country has to offer.

What turns you on creatively?

Which words or phrases do you overuse?

If you could have one superpower, what would it be and why?
I wish I had the power to alleviate poverty in our country.

What is the album or song that influences you the most?
Imagine by John Lennon.

If you were a mind reader, whose mind would you like to read?
Sir Alex Ferguson.

If you could travel to any point in time, which era would you visit?
I wouldn’t. I am happy right where I am, living life to the fullest.

What do you most value in your friends?
When they invite me to play a round of golf.

Who is your hero of fiction?
Bond. James Bond!

Who are your heroes in real life?
Nelson Mandela – an icon for peace, a symbol for equality and a role model for the human race to follow. He has made an impact that will continue to positively transform the lives of South Africans for generations to come.

Where would you most like to live?
Portofino – in the province of Genoa on the Italian Riviera. Go there and see why…

How would you make the world a better place?
I am trying, through EARTHCHILD and EARTHADDICT; brands with big dreams and even bigger consciences. We are passionate about conveying our love for our planet, whilst creating jobs, and taking care of the earth’s natural resources. EARTHCHILD and EARTHADDICT are a part of a brighter future for South Africa and hopefully the rest of the world.

What do you consider your greatest achievement?
By far, my greatest achievement is my loving family. My wife Cara and my three beautiful daughters: Giorga, Sabrina and Allegra.

What is your most treasured possession?
My health.

What’s your motto?
Retail is detail.


Asime Nyide, known as DneinNuqer, is the insightful mind steering the helm at tabj.co.za. With a keen eye for business trends and a commitment to delivering cutting-edge insights, Asime curates a dynamic space where industry enthusiasts and entrepreneurs alike converge. Unveiling the latest market developments, strategic analyses, and thought-provoking perspectives, Asime Nyide fosters a community of forward-thinkers at tabj.co.za, making it a go-to resource for those navigating the ever-evolving landscape of business. E-mail / Instagram