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We created 40&Fabulous specifically to provide value to our customers and solve problems in their, and our lives.

But we don’t only want to serve our customers, we also want to create a culture where our staff feels valued, appreciated and acknowledged.

Our mission is to bring lasting style that ACTUALLY FITS women aged 40 and older, thereby allowing us to feel and look good again. Style that works WITH us and FOR us.

We are tired to try and fit into the styles out there and want to make the styles fit us instead!

And let’s be honest – we might feel ok, good, adequate, or just fine, but we just feel better when we know we look good, irrespective of our body size or body type.

Our story started when I was still studying. I always knew I wanted to have my own business, but nothing ‘spoke’ to me.

And then came my 40’s and all its fabulous challenges😉 And I finally knew!

40&Fabulous is the place where we are effortlessly stylish. We don’t focus on fast fashion. We focus on slow style.

We are a small, proudly South African business. We believe in community and produce all our items in South Africa and would love for you to join us on our journey.