Our Journey

Almost thirty years ago, fate brought together Des Armstrong and a spirited traveller from Mexico, sparking an idea that would blossom into something truly extraordinary. With her background in marketing, advertising and business operations, Des instantly recognised a gap in the South African décor market: a hunger for authentic, handcrafted pieces brimming with colour and character. In 1991 she opened the very first Hadeda Tiles boutique in Dunkeld, laying the groundwork for a brand that celebrates the intersection of African hospitality and Latin American artistry. Today, almost three decades later, Hadeda finds itself back where it all began—proudly anchored at 40 Bompas Road, Dunkeld, but with a legacy and a catalogue that stretch far beyond its walls.

From the start, Des understood that the soul of Hadeda lay not in mass production, but in personal connections with artisans. She has since ventured into remote regions of Mexico, Peru and Guatemala—often where roads end and traditions endure—seeking out master craftspeople whose families have passed down tile-making, pottery and textile techniques through generations. Each trip builds relationships: a morning sharing coffee with a Talavera potter in Puebla, an afternoon in a high-altitude Peruvian workshop where reverse-painted glass mirrors come to life, or an evening amid the earthen vats of a humble encaustic-tile studio in central Mexico. Every piece you find at Hadeda has been carefully hand-picked by Des herself, chosen for its authenticity, quality and story.

When Hadeda first introduced the South African market to these bold, hand-painted wares, it was nothing short of revolutionary. Before long, interior designers and homeowners alike began incorporating brilliant blues, sun-burst yellows and jewel-toned reds into kitchens, bathrooms and living spaces—transforming white-washed rooms into vibrant canvases. Our signature Mexican Talavera tiles, each one lovingly painted, introduced a patchwork of pattern and personality, while the encaustic cement tiles—chosen as South Africa’s exclusive Secoin distributor—offered heirloom-quality durability in endlessly repeatable geometric designs. Whether used as a full-floor installation, a backsplash accent or a garden-paved courtyard, these tiles began telling stories in homes across the country.