Our Founders: Where it all started


Meet the men that started it all

Joe Swart

Co-founder and behind-the-scenes businessman, Joe Swart has also been in the tea business for 26 years. Previously an accountant for a fast-moving consumer goods (FMCG) company, it’s clear that Swart has put his financial expertise to good use at Joekels.

Jonathan Kelsey

Co-founder and master tea blender, Jonathan Kelsey has been in the tea business for 26 years. He’s also known as the man with Africa’s most expensive tongue, having insured his tongue and taste buds for R5 million.


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