Co-owner Jade Bradburn bet on adults to support her new CBD-based leisure activity. Four years later, she’s raised the game and celebrated a business milestone.
She was keen to see if the tried-and-tested Clay Café concept would work in the inner city, without the playground, without the kids … and if adults would want an evening out to “play and have fun”.
That was Jade Bradburn’s optimistic thinking when she set up Clay Café in the City, an urban branch of the family-run Cape Town stalwart for a trial run. It was a risky move for a family business primarily centred on keeping kids entertained by decorating their chosen ceramic form, with a large outdoor play area to let off steam. “Alas, the adults do want to have fun,” Bradburn declares with a grin, four years after opening.
Bradburn studied fashion design and has been involved with Clay Café on the marketing side since she returned from travelling in 2014 (the Hout Bay and Paarl branches also fall under her portfolio). The original family business was started at an old Hout Bay dairy farm 25 years ago by her mother-in-law, Christine Irvine. There are now seven branches countrywide.
A CBD outlet was something new, opened in partnership with her husband, Mike Bradburn. They both got involved in the business 10 years ago. While she’s a hands-on director in Bree Street, he primarily oversees the company’s Paarden Eiland factory and is focused on ceramics designs and manufacturing, supplying the various Clay Café outlets.
“The city branch turns five on 14 October. We were in Dunkley Square for a year, before moving to Bree Street during Covid in October 2020,” she says.
THE BUZZ ON BREE
The Bree Street venue was a wine bar previously, so Bradburn had to quickly learn the ropes in a double-storey inner-city venue. “We moved from a 20-seater to a 110-seater. It was quite a jump for me; I remember wondering how I’d ever fill the space.
“We now seat up to 300 on busy days,” says Bradburn. Of course, a few tweaks to the space were required along the way. “Originally, we brought in kilns and tried to fire and glaze on site. But we’ve now moved that offsite and use the space for seating.”
Key to success has been tuning in to what urban customers want, which means more of an adult focus. Some of the popular Clay Café in the City evening events include “Thirsty Thursdays”, “Date Night Wednesdays” and student specials. Friendly staff also make junior participants feel welcome, but with no outdoor play areas, children tend to visit more often during the day.
FEMALE TARGET MARKET
“Our clientele is predominantly female – about 70 % – so our G&Ts, and signature cocktails are always popular. We do ladies’ nights, kitchen teas and baby showers. So, there are painting packages for groups, and catering options on offer for them.”
While plenty of men support the venue, the regulars tend to be women. “Sometimes it’s two good friends, sometimes a few of them. It appeals to all ages.”
Bradburn continues: “Our date nights have gained quite a bit of traction during the last couple of months. We change things up, sometimes there’s live music, or welcome treats or drinks.”
Adults seem to enjoy the combined creative and social experience. “It’s something different to do, as opposed to a regular dinner date out,” she says. “It’s been nice to see the reviews coming in, from a guy’s perspective, to say how much fun they’ve had too.”
Aside from ceramic bowls and platters to choose from in classic designs, there are racing cars, beer mugs, and even lifelike Adidas shoes. (These came about after the café hosted some teambuilding creative collabs with a team of sponsored Adidas athletes.)
Children of seven or older are also welcome. “School holidays and weekends are our busier times. We’re fortunate in that our summer season is long, and that our winter season is also quite good,” says Bradburn.
PICK AND PAINT
Most people book a slot, collect their paints and chosen items, then focus on their ceramic creations, so the café’s eating or drinking options are designed as a convenient, easy addition. Family-style eating rules, from a menu of uncomplicated dishes and tapas. These include eggy brunches to creative salads or gourmet sandwiches, plus snacky zucchini fries or grilled halloumi; kiddies’ toasties and chicken strips appealing to younger participants. “It’s assorted dishes to share, like risotto balls, Asian chicken wings or potstickers. Prawn tempura is quite a hit, as is our famous guacamole with nachos,” says Bradburn. Homemade pizza and hand-rolled pasta are more substantial choices.
The business has certainly grown. “When we originally started the concept in Gardens, it was me and one employee. I used to make all our food at home and bring it through. We did the demos, the classes, the food … Now we have 36 employees and a full kitchen. It definitely comes with its challenges; any restaurant owner will tell you that.” Bradburn smiles. “But it’s been great.”
CLAY CAFÉ IN THE CITY 199 Bree Street
Tuesday 11h00 to 18h00; Wednesday to Friday 11h00 to 22h30; Saturday 09h00 to 22h30; Sunday 09h00 to 18h00. Pay a R45 studio fee for three paints, tools, firing and glazing. Ceramic items charged separately.
Tel 061 9174191; www.claycafe.co.za
IMAGES: Kim Maxwell, Carmen Lorraine