A shared love of creativity, craftsmanship and good South African living has brought Craig and Cameron McAllister together in business. Today, the Hillcrest-based father-and-son team is building a brand and a legacy, one outdoor space at a time.
For most families, business conversations are left at the office. For Craig and Cameron McAllister, they often continue around the dinner table, during Sunday braais and anywhere else inspiration happens to strike.
“It’s hard to separate family and business,” laughs Cameron. “The ideas end up everywhere.”
Fortunately, ideas are never in short supply. “Sometimes I think Dad goes to sleep and wakes up with a new idea every morning,” says Cameron.
It is a trait that has served Craig well throughout a career spanning more than three decades in furniture manufacturing. Today, that experience forms the foundation of Ikonik, the premium outdoor furniture brand he launched alongside his son in 2024.
For Craig, the journey began long before boardrooms and factory floors. Growing up with a father who was a carpenter, he developed an appreciation for craftsmanship, quality and design from an early age.
“Without a doubt, that’s where it started,” he says. “Being around timber, tools and craftsmanship had a massive influence on me.”
Interestingly, furniture manufacturing was never part of the original plan. Craig initially studied BCom Law before discovering his passion lay elsewhere. “It wasn’t for me,” he admits. “I went to work for my father and it definitely grew on me.”
Years later, after successfully building and selling two furniture businesses, Craig found himself embarking on a new chapter, one that felt different from anything before.
“This feels more intentional,” he says. “Building a brand with my son is incredibly rewarding and exciting.”
For Cameron, joining the business was never part of the roadmap either.
“Honestly, no,” he says when asked if he always imagined working alongside his father. “I was deeply involved in sport for most of my life and assumed I’d end up doing something on my own.”
A former semi-professional swimmer and triathlete, Cameron credits sport with teaching him discipline, consistency and resilience, qualities that now serve him well in business.
“Triathlon is about small decisions made consistently over a period of time. Business is very similar. The wins compound if you keep showing up.”
While Craig’s strengths lie in design, product development and manufacturing, Cameron has brought a different dimension to the business.
“Dad is the creative brain,” he explains. “I’m more focused on the systems, marketing, website and operational side.” And Craig agrees.
“Cameron loves the computer while I prefer the factory,” he says.
The combination has proved powerful. One brings vision and craftsmanship, the other structure and strategy. Together, they have created a partnership built on mutual respect, shared values and remarkably little conflict. With business partner Aleks Schonborn contributing to the broader vision of the brand, the team continues to build on those shared foundations.
“People assume working with family must be full of clashes,” says Cameron. “But for 98 percent of the time we see eye to eye.”
Their shared outlook extends beyond business. Both are passionate about creating spaces that encourage people to slow down, connect and enjoy the outdoors, something deeply rooted in the KwaZulu-Natal lifestyle they know so well.
“The outdoor space isn’t a bonus area in a South African home,” says Cameron. “It’s the heart of it.”
Craig agrees that South Africans have a unique relationship with outdoor living.
“Our climate and lifestyle are centred around gathering outdoors. It’s part of who we are.”
That philosophy influences every piece created at their factory, where locally sourced materials are transformed into furniture designed specifically for South African conditions.
“We believe South African craftsmanship can stand alongside anything in the world,” says Cameron.
It’s a belief that visitors will experience first-hand at this year’s East Coast Radio House + Garden Show, where Craig and Cameron have collaborated with interior designer Katie Allen to create a fully styled outdoor living space.
Rather than simply displaying furniture, the team wanted to create an environment.
People connect emotionally to spaces, not just products,” says Craig. “We wanted visitors to feel something when they walked in.”
Ultimately, though, their proudest achievement has little to do with furniture.
For Craig, it is seeing the next generation embrace something he loves.
“It’s incredibly special,” he says. “There’s a real sense of continuity and purpose in building something together.”
For Cameron, the value lies in the journey itself.
“Knowing we’re building something genuinely good together matters more than any number.”
Together, they are creating far more than beautiful outdoor spaces. They are building a legacy grounded in family, craftsmanship and a shared vision for the future.
And if their definition of home is anything to go by, they are already succeeding.
“Home,” says Cameron, “means family, the people you love, and a space that lets you relax after a long day.”
For Craig, it is even simpler.
“Peace, love, joy and happiness.”
Details: Visitors can experience their collaborative vision at the East Coast Radio House + Garden Show, running from June 27 to July 5 at the Durban Exhibition Centre.
For more information, visit ikonik.co.za
Five things we learnt from Craig and Cameron
- Great ideas can come from
anywhere
Craig finds inspiration everywhere,
from travel and social media to
everyday observations. - Outdoor spaces matter
In South Africa, outdoor living is
part of our culture, making
thoughtful design more important
than ever. - Sport and business share
common ground
Discipline, consistency and
resilience have helped Cameron
transition from competitive sport
into entrepreneurship. - Local craftsmanship matters
Manufacturing locally allows for
quality control, customisation and
support for South African skills and
industry. - Family can make great business
partners
When strengths complement
each other and values align, family
businesses can thrive.
Their perfect outdoor space
Craig’s essentials
A pool, a braai, a fireplace and comfortable seating where people can
relax and connect.
Cameron’s essentials
A good view, comfortable furniture, uncluttered surroundings and ideally somewhere close to water.
