Ethel Bruwer is the founder of The Bruwer Group & Co., a portfolio of intentional brands spanning marketing, product, creative and lifestyle. Originally from the Philippines and having lived in Dubai for over 15 years, she brings a global perspective and deep understanding of diverse markets to every brand she builds.

With a background in creative marketing, Ethel's work centres on a simple conviction: that small, well-made brands — built with craft and stewardship — can quietly outlast louder ones. Her passion is taking small brands from concept to launch, and she loves nothing more than seeing a vision grow into something real and lasting.

Her leadership philosophy puts purpose before scale, people before process, and long horizons before short wins. The group's brands are an expression of that philosophy in practice.

Born in South Africa, Dirk Bruwer carries the spirit of his homeland with him wherever he goes. After living in Dubai for over 20 years, he has never stopped missing the warmth, culture, and deep sense of community that define South African living.

That longing became a vision: to bring the authentic South African experience to the Middle East — not as a replica, but as a living, breathing expression of heritage, connection, and craft. Dirk is the inspiration behind The Braai Company and the broader mission to share South African culture with his community in Dubai and beyond.

His belief is simple — that the best parts of home deserve to travel. Through the brands, products, and experiences of The Bruwer Group & Co., Dirk is building bridges between the country he was born in and the community he now calls home.