DJ Zinhle’s ERA Stays Open During Shutdown But Still Stands With Women: SA Reacts

South Africa entered Friday with a mix of anticipation and emotional weight as thousands prepared for the National Shutdown against gender based violence. But when DJ Zinhle’s accessories brand, ERA, announced that it would remain open, the response was instant and divided.

In a country where gender based violence continues to devastate families and communities, the shutdown organised by Women For Change was more than a protest. It was a collective plea for safety, visibility and accountability. Many South Africans expected every business, especially women led ones, to pause trade for the day.

Yet ERA took a different route, and their explanation has sparked a nationwide conversation about activism, business realities and how companies show support during moments of crisis.

Why ERA Could Not Close Its Doors

In a heartfelt Instagram statement, ERA explained that closing their stores on 21 November was simply not possible due to contractual obligations with various malls. Retail spaces often impose penalties for non trading days, something many South Africans outside the retail sector were not fully aware of until now.

ERA shared that instead of paying these penalties, they chose to redirect that money towards a cause that actively supports victims of gender based violence. The brand committed to donating all proceeds from the day to the Frida Hartley Shelter for Women, a long standing Johannesburg institution known for helping vulnerable women rebuild their lives.

The brand will also pause trading for 15 minutes at midday as a symbolic act of solidarity.

ERA emphasised that even if not a single customer makes a purchase on the day, the donation will still go ahead. It is their way of saying that support is not always loud, but it can still be intentional and meaningful.

Mzansi Reacts In Real Time

As expected, South Africans rushed to the comments section with strong opinions. Surprisingly, much of the reaction leaned toward empathy once people understood the business complexities.

One commenter, Roxyburger, captured what many small business owners quietly relate to. She applauded ERA for navigating a difficult decision, adding that people often underestimate how one missed trading day can affect an entire team, especially women employed in retail.

Another follower admitted to shedding a tear after reading ERA’s statement, calling the brand’s approach “beautiful” and praising them for choosing action over optics.

Of course, the announcement did not sit well with everyone. A handful of users felt the store should close regardless of the consequences, arguing that shutting down is symbolic and powerful. But even some critics acknowledged that ERA’s donation reflects genuine engagement, not a marketing exercise.

A Larger Conversation About Activism And Business

At the heart of this moment lies a deeper truth. South African women, whether business owners, employees or customers, navigate daily pressures that extend beyond social media debates. The shutdown highlighted that even within activism, there are layers of complexity.

ERA’s response shows how different forms of support can coexist. Physical shutdowns, financial contributions, symbolic gestures and digital solidarity all play a role in building awareness around gender based violence.

It also opens a conversation about the financial strain placed on women owned businesses, especially those operating within strict retail environments where even acts of protest come with a cost.

Standing Together In Their Own Way

ERA ended their statement by acknowledging that they do not have all the answers. But they committed to doing something meaningful rather than nothing at all. In many ways, that honesty struck a chord with the public.

Whether you agree with their decision or not, one thing is clear. South Africans are united in wanting safer communities and real change. And ERA, in its own way, has chosen to stand firmly within that fight.

If anything, this moment reminded Mzansi of the power of honesty, transparency and the different ways businesses can show heart in difficult times.

{Source:Briefly}

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