A wonderfully woven story of an iconic South African brand. The book itself showcases the same compulsive level of detail Yuppiechef obsessed over with regard to customer service in its structure and wordsmithery.

I’ve known Andrew, Shane and Paul since the early days of Yuppiechef so this book was riddled with nostalgia for me.

I fondly remember visiting Andrew’s home “office” (his lounge) in Plumstead – exploring checkout flows with them. Sitting amongst a handful of packages dotted around their makeshift office tables.

Our wedding registry, back in 2008, was one of the first experiments on Yuppiechef, and our kitchen still sports many of their wonderfully weird and useful kitchen tools.

WooThemes and Yuppiechef even collaborated on some mutually beneficial marketing campaigns. With our theme demos using their beautifully crafted product catalogs as sample content. Some smart page rank trickery Yuppiechef’s payment.

If you want an honest account of the rollercoaster ride of South African entrepreneurship and the long patient game required, then read Handwritten. I can confidently say, you will better because of it.