Hartsgoed Verified listing

At Hartsgoed, we create beautiful things that feel like home. Rooted in faith and the wide-open beauty of the Karoo, our collections are inspired by simplicity, slow living, and the joy of everyday moments.

Hartsgoed was established in 2010 by Alet van Zyl, from her kitchen table in Swellendam. What began as a small creative dream — selling hand-appliquéd cushions, nursery bedding, aprons, and notebooks — soon grew into something more. In 2013, Alet and her husband Dirk took a leap of faith and borrowed money to buy a beautiful farm near Richmond in the Northern Cape. From this quiet, windswept place, Hartsgoed has flourished — with a studio where fabric, creativity, and community come together.

Four years after starting the business, Alet became a mother — and with that, a new part of the Hartsgoed story was born. The baby clothing and accessories collection began with pieces she made for her own children, designed with softness, practicality, and love in mind. That personal journey continues to shape the way Hartsgoed creates for families today.

Around 80% of our products are now sewn on the farm, in the peaceful studio where Alet designs and works surrounded by the stillness of the Karoo. We also partner with five talented women who sew from home — two in the Northern Cape and three in the Western Cape — allowing them to support their families while working with dignity and flexibility.