{"id":48964,"date":"2026-06-26T14:45:22","date_gmt":"2026-06-26T12:45:22","guid":{"rendered":"https:\/\/getitmagazine.co.za\/highway-berea\/?p=48964"},"modified":"2026-06-22T14:55:29","modified_gmt":"2026-06-22T12:55:29","slug":"more-than-furniture","status":"publish","type":"post","link":"https:\/\/getitmagazine.co.za\/highway-berea\/blog\/2026\/06\/26\/more-than-furniture\/","title":{"rendered":"More than furniture"},"content":{"rendered":"

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.<\/em><\/strong><\/p>\n

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.<\/p>\n

\u201cIt\u2019s hard to separate family and business,\u201d laughs Cameron. \u201cThe ideas end up everywhere.\u201d<\/p>\n

Fortunately, ideas are never in short supply. \u201cSometimes I think Dad goes to sleep and wakes up with a new idea every morning,\u201d says Cameron.<\/p>\n

\"\"
Craig and Cam<\/figcaption><\/figure>\n

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.<\/p>\n

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.<\/p>\n

\u201cWithout a doubt, that\u2019s where it started,\u201d he says. \u201cBeing around timber, tools and craftsmanship had a massive influence on me.\u201d<\/p>\n

Interestingly, furniture manufacturing was never part of the original plan. Craig initially studied BCom Law before discovering his passion lay elsewhere. \u201cIt wasn\u2019t for me,\u201d he admits. \u201cI went to work for my father and it definitely grew on me.\u201d<\/p>\n

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.<\/p>\n

\u201cThis feels more intentional,\u201d he says. \u201cBuilding a brand with my son is incredibly rewarding and exciting.\u201d<\/p>\n

\"\"For Cameron, joining the business was never part of the roadmap either.<\/p>\n

\u201cHonestly, no,\u201d he says when asked if he always imagined working alongside his father. \u201cI was deeply involved in sport for most of my life and assumed I\u2019d end up doing something on my own.\u201d<\/p>\n

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.<\/p>\n

\u201cTriathlon is about small decisions made consistently over a period of time. Business is very similar. The wins compound if you keep showing up.\u201d<\/p>\n

While Craig\u2019s strengths lie in design, product development and manufacturing, Cameron has brought a different dimension to the business.<\/p>\n

\u201cDad is the creative brain,\u201d he explains. \u201cI\u2019m more focused on the systems, marketing, website and operational side.\u201d And Craig agrees.<\/p>\n

\u201cCameron loves the computer while I prefer the factory,\u201d he says.<\/p>\n

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.<\/p>\n

\u201cPeople assume working with family must be full of clashes,\u201d says Cameron. \u201cBut for 98 percent of the time we see eye to eye.\u201d<\/p>\n

\"\"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.<\/p>\n

\u201cThe outdoor space isn\u2019t a bonus area in a South African home,\u201d says Cameron. \u201cIt\u2019s the heart of it.\u201d<\/p>\n

Craig agrees that South Africans have a unique relationship with outdoor living.<\/p>\n

\u201cOur climate and lifestyle are centred around gathering outdoors. It\u2019s part of who we are.\u201d<\/p>\n

That philosophy influences every piece created at their factory, where locally sourced materials are transformed into furniture designed specifically for South African conditions.<\/p>\n

\u201cWe believe South African craftsmanship can stand alongside anything in the world,\u201d says Cameron.<\/p>\n

It\u2019s a belief that visitors will experience first-hand at this year\u2019s 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.<\/p>\n

Rather than simply displaying furniture, the team wanted to create an environment.<\/p>\n

People connect emotionally to spaces, not just products,\u201d says Craig. \u201cWe wanted visitors to feel something when they walked in.\u201d<\/p>\n

\"\"Ultimately, though, their proudest achievement has little to do with furniture.<\/p>\n

For Craig, it is seeing the next generation embrace something he loves.<\/p>\n

\u201cIt\u2019s incredibly special,\u201d he says. \u201cThere\u2019s a real sense of continuity and purpose in building something together.\u201d<\/p>\n

For Cameron, the value lies in the journey itself.<\/p>\n

\u201cKnowing we\u2019re building something genuinely good together matters more than any number.\u201d<\/p>\n

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.<\/p>\n

And if their definition of home is anything to go by, they are already succeeding.<\/p>\n

\u201cHome,\u201d says Cameron, \u201cmeans family, the people you love, and a space that lets you relax after a long day.\u201d<\/p>\n

For Craig, it is even simpler.<\/p>\n

\u201cPeace, love, joy and happiness.\u201d<\/p>\n

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.
\nFor more information, visit ikonik.co.za<\/em><\/p>\n

\"\"<\/p>\n

Five things we learnt from Craig and Cameron<\/p>\n

    \n
  1. Great ideas can come from
    \nanywhere<\/strong>
    \nCraig finds inspiration everywhere,
    \nfrom travel and social media to
    \neveryday observations.<\/li>\n
  2. Outdoor spaces matter<\/strong>
    \nIn South Africa, outdoor living is
    \npart of our culture, making
    \nthoughtful design more important
    \nthan ever.<\/li>\n
  3. Sport and business share
    \ncommon ground<\/strong>
    \nDiscipline, consistency and
    \nresilience have helped Cameron
    \ntransition from competitive sport
    \ninto entrepreneurship.<\/li>\n
  4. Local craftsmanship matters<\/strong>
    \nManufacturing locally allows for
    \nquality control, customisation and
    \nsupport for South African skills and
    \nindustry.<\/li>\n
  5. Family can make great business
    \npartners<\/strong>
    \n<\/em> When strengths complement
    \neach other and values align, family
    \nbusinesses can thrive.<\/li>\n<\/ol>\n

    Their perfect outdoor space<\/p>\n

    Craig\u2019s essentials<\/strong>
    \nA pool, a braai, a fireplace and comfortable seating where people can
    \nrelax and connect.<\/p>\n

    Cameron\u2019s essentials<\/strong>
    \nA good view, comfortable furniture, uncluttered surroundings and ideally somewhere close to water.<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    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 […]<\/p>\n","protected":false},"author":24,"featured_media":48972,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2797,51,20],"tags":[12898,964,12899],"class_list":{"0":"post-48964","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-homes-and-decor","8":"category-lifestyle","9":"category-personalities","10":"tag-craig-and-cameron-mcallister","11":"tag-decor","12":"tag-ikonik"},"yoast_head":"\nMore than furniture - Get it Highway & Berea<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/getitmagazine.co.za\/highway-berea\/blog\/2026\/06\/26\/more-than-furniture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"More than furniture - Get it Highway & Berea\" \/>\n<meta property=\"og:description\" content=\"A shared love of creativity, craftsmanship and good South African living has brought Craig and Cameron McAllister together in business. 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