Pretoria-born Wilhelm Liebenberg, founder of Coco Safar in Sea Point, Cape Town, has followed dreams from music, fashion design and movies to an international brand which offers escapism for the price of a cup of coffee and a croissant.
It is the era of the hybrid pastry, and what a time to be alive. From their origins of croissants, we have cruffins, cronuts and doughsants, and croissants de nata, this latter from Coco Safar. Like a Martini, which is a classic with gin and a hint of vermouth , but has the title tagged on to any drink in a specific glass, the croissant in its basic state already finds itself dressed up in all manner of fillings and flavours, sweet and savoury.
“We’re noticing a fantastic trend where people come at night for dessert and coffee. It’s our duty to help people expand their horizons.” “To do that at the tip of Africa is insane; I would have been blown away if this happened in New York, where there are more people and more money, which is not the case in South Africa,” said Liebenberg. “It makes it even more remarkable. This was a big gamble but the proof of the pudding is in the eating. This level of brand loyalty, it’s crazy. If we’d had more we would have sold more.”While this growth spurt is wonderful, it was Liebenberg’s unplaceable accent that intrigued me.
Liebenberg met his French Canadian wife Caroline Sirois in Munich. She moved to California with him before returning to Canada. Liebenberg did a brief stint in New York before moving to Athens. Why Athens? “I had nowhere else to go!” he laughed. The couple married there, and Liebenberg continued working on designing clothing lines, recording music, and teaching English.
But he wasn’t done yet. In the early 2000s he had the opportunity to write and direct a feature film, called
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