Teddy’s Room: Where Stories Come To Life

Teddy’s Room is more than just a furniture business—it’s a celebration of sustainability, creativity, and timeless design. Founded in 2017, the brand was born out of  a passion for craftsmanship, a love for beautifully made furniture, and a desire to honour the founder’s late mother’s influence. What started as an online store for upcycled pieces has grown into a thriving boutique showroom in Woodstock, Cape Town. We sat down with founder Jessica to learn more about her inspiring journey, her vision for Teddy’s Room, and how the brand is redefining the furniture and décor industry one piece at a time.

Can you tell us the story behind the founding of Teddy’s Room? What inspired you to start the business? 

Hi, I’m Jess, founder of Teddy’s Room and here’s how it all came to be. I am a graphic designer, and in 2017, after losing my mum in 2016, I moved to Cape Town to be close to family who had relocated here to support her through her final days. My mum and I had always bonded over creative dreams—mostly food-related. But more than that, she was the one who taught me to love beautiful, well-crafted furniture, which she always filled our home with. I found myself working from home on various projects in isolation. I had Teddy to keep me company, but the lack of human interaction started to weigh on me. So, I began looking for any casual work that would get me out of the house. By chance, a friend introduced me to a second-hand furniture store looking for part-time help. I took the job and I was captivated by the charm, history, and potential in every piece. I took on a permanent role there, learning the ins and outs of the business, and becoming deeply invested in the world of second-hand furniture. Then came the pandemic, and with so many changes happening, I realized it was the right time to make a shift of my own.

I’d grown so much but I felt ready to explore my own vision for second-hand furniture. So, I took the leap and decided to open Teddy’s Room as an online business. With people spending more time at home and looking for ways to create meaningful, beautiful spaces, Teddy’s Room flourished. By 2022, as restrictions eased, I started searching for the perfect brick-and-mortar location, giving Teddy’s Room a physical home. That’s when I found 7 Milner Road in Woodstock—the ideal space for what I had in mind. Today, our boutique showroom at Teddy’s Room is not just a store; it’s a space for creative, sustainable projects. My team and I aim to make a real impact by bringing new life to timeless pieces and reducing waste. This journey has been about much more than just furniture—it’s a way to honour my mum’s influence, create beautiful spaces, and contribute to a brighter future for our planet. THERE IS ENOUGH STUFF IN THE WORLD! 

What sets Teddy’s Room apart from other furniture and décor brands? 

What sets Teddy’s Room apart from other furniture and décor brands is its focus on sustainability, craftsmanship, and personal touch. We specialize in breathing new life into solid wooden furniture, reducing waste, and curbing the need for new tree felling. Each piece we refurbish carries its own story and charm, blending timeless style with modern function. Our dedication to reuse, recycle, and create makes every item truly unique. It’s about quality, creativity, and purpose-driven design. 

What are the most popular products or collections at Teddy’s Room, and what makes them special? 

Our most popular items are those with the “Teddy Twist.” For us, an old piece of furniture is a canvas brimming with potential—an opportunity to create something bold, unique, and truly one-of-a-kind. We’ve “Teddy-fied” numerous sideboards, chests of drawers, cabinets, and desks, turning each one into a statement piece full of character and creativity. 

What role does sustainability play in your product offerings and business practices? 

Sustainability is a key pillar of our business. We focus on breathing new life into solid wooden furniture, emphasizing reuse and reducing the need for new materials. By transforming second-hand pieces through thoughtful upcycling, we help curb waste and minimize the demand for new tree felling. 

Our approach goes beyond just products—it’s a conscious commitment woven into all aspects of our business, from sourcing responsibly to minimising waste in our operations. We believe in creating pieces that not only look beautiful but carry a positive impact, making sustainability an everyday practice, not just a goal. 

How does Teddy’s Room stay on top of the latest trends in furniture and home décor? 

We take a different approach by not focusing on or following fleeting trends. Instead, we prioritize timeless design, quality craftsmanship, and character that stands the test of time. Our goal is to create pieces that tell their own unique stories and resonate with individual style, rather than conforming to the latest fads. This philosophy allows us to stay true to our vision, emphasizing sustainability and creativity over mass-produced trends. In doing so, each piece we work on becomes a lasting and meaningful addition to any space—something truly special that doesn’t go out of style. 

Can you share a customer story or feedback that has had a significant impact on your business? 

We’ve had the pleasure of working on numerous commissioned pieces where clients specifically request the “Teddy Twist.” Customers often come to us with a basic idea, trusting that we’ll transform it into something special—with a touch of surprise that makes it uniquely ours. Whether it’s a bold statement or a subtle detail, we love bringing an unexpected flair to every project. Collaborating closely with our clients to bring their visions to life is one of the most rewarding parts of our work, ensuring each creation is as personal as it is distinct. 

What challenges have you faced in the furniture and décor industry, and how have you overcome them? 

The second-hand market can be challenging, as many people assume that second-hand furniture should come with a low price tag. But we see it differently. We take into account the amount of wood required to create just one piece of furniture—it’s staggering to consider how many trees, some hundreds of years old, were sacrificed to make even a single item. When you purchase a piece of second-hand furniture, you’re not just buying an old-fashioned item; you’re acquiring a part of history—a piece of nature, preserved and repurposed. 

We strive to educate our customers about this perspective. By understanding the true value and heritage of each piece, it becomes clear that second-hand furniture isn’t just a bargain find—it’s a meaningful investment in sustainability, craftsmanship, and the legacy of our planet’s trees. This appreciation can far outweigh conventional perceptions of what second-hand furniture “should” cost. 

What new collections or products can customers look forward to from Teddy’s Room in the near future? 

Teddy’s Room is continually pushing creative boundaries, with plans to transform future pieces into even more captivating works of art. We’re exploring innovative ways to blend artistic flair with functionality, ensuring every item tells a story and sparks conversation. Upcoming pieces will showcase bolder designs, unexpected colour combinations, and unique refurbishing techniques that highlight the natural beauty and character of solid wood. 

Beyond artistic expression, we’re also expanding our range to include more bespoke, tailored pieces to fit individual needs and spaces. Whether it’s a one-of-a-kind statement item with the “Teddy Twist” or a timeless piece reimagined for modern living, our mission is to make second-hand furniture truly unforgettable. We’re passionate about turning furniture into art, and we’re excited for you to experience what’s next! 

How do you envision the future of Teddy’s Room, and what goals do you have for the brand moving forward? 

At Teddy’s Room, we envision a future where sustainability and creativity go hand in hand. We’re not just a furniture store; we’re a movement that values giving back. One of our key goals is to transition into actively planting trees, directly contributing to the restoration and preservation of our planet’s natural resources. 

Our vision extends beyond furniture—we aim to inspire a greater appreciation for second-hand goods and the environmental impact of reusing and upcycling. By educating our customers and curating thoughtfully refurbished pieces, we hope to shift perceptions about sustainability, craftsmanship, and the value of preserving natural materials. 

Moving forward, our mission is to create a more sustainable future, both by conserving resources and empowering others to make choices that support the planet. Teddy’s Room isn’t just about furniture; it’s about fostering change, one piece at a time. 

Contact: Teddy Room