For FIGARIE founder Francois Joubert, the journey started at just 15 years old, working part-time at a private lodge in the small South African town while still completing his school studies. Even at a young age, hospitality was never simply a job, it was a calling. It was the place where people created memories, celebrated milestones, and discovered the world.

After finishing school, Francois pursued his studies in hospitality, determined to build a career in an industry that inspired him every day. His first professional role was in the banqueting department at Graceland Hotel Casino & Country Club, where he coordinated events for up to 2,000 guests. It was here that he learned the importance of precision, teamwork, and creating unforgettable guest experiences.

In 2005, his journey took him to Johannesburg, where he joined Hilton Hotels in global sales. From there, he continued to grow through several prestigious luxury hospitality brands, including The Grace Hotel, Sheraton Pretoria, The Westin Cape Town, and later the legendary Belmond (formerly Orient-Express), where he worked alongside iconic properties such as The Westcliff, Mount Nelson, and luxury safari camps in Botswana's Okavango Delta. Those years shaped his understanding of true luxury hospitality. Working with international celebrities, royalty, heads of state, and discerning travellers from around the world, he realised that genuine luxury is not defined by extravagance, it is defined by thoughtful, personalised service.

As his career continued, Francois contributed to the opening and growth of several renowned hotels across Southern Africa, including Fairway Hotel, Spa & Golf Resort, Cresta Grande Cape Town, and the expansion of Cresta Hotels, where he led global sales initiatives for international leisure, corporate, and MICE markets.

Then life changed forever.

In 2019, Francois lost his eldest brother, Rico Joubert, who had always been his greatest role model and biggest supporter. Rico constantly encouraged him to pursue his dreams and often reminded him that life is too short to wait for the "perfect time." Those words became even more meaningful when the world entered the uncertainty of the COVID-19 pandemic.

While helping launch Cresta Hotels' flagship property in Cape Town during one of the hospitality industry's most challenging periods, Francois spent countless evenings writing a business plan for the company he had dreamed of creating for many years.

The next challenge was choosing a name.

His brother had affectionately called him "Fransie" throughout his life. Wanting to honour that memory while creating a brand with timeless international appeal, Francois drew inspiration from names associated with craftsmanship, elegance, and luxury, brands such as Bvlgari, Ferrari, and Gucci. From that inspiration, FIGARIE was born. Looking back, Francois also never imagined that along this journey he would meet his life partner, Freddie Heyman, who would become an important part of the FIGARIE story. Freddie shared Francois' passion for hospitality, people, and creating meaningful experiences. More importantly, he believed in the vision behind FIGARIE from the very beginning. Through his encouragement, support, and unwavering belief, he helped transform what was once only a dream into a growing luxury hospitality brand. Together, they continue to build FIGARIE with a shared vision: to create authentic, personalised luxury experiences that celebrate the beauty of Africa while remaining true to the values on which the company was founded. Their complementary strengths, shared ambition, and commitment to excellence continue to shape the future of the business every day.

What began as a luxury hotel representation company soon evolved into something much greater.

Clients started requesting private air charters, luxury transfers, bespoke itineraries, yachts, private villas, luxury trains, exclusive wildlife experiences, and tailor-made journeys throughout Southern Africa. Rather than becoming everything to everyone, FIGARIE carefully selected trusted partners who shared the same commitment to exceptional quality and personalised service.

Today, FIGARIE represents some of Southern Africa's finest experiences, working with luxury hotels, private families, international corporations, production companies, and discerning travellers from around the world. Whether arranging transportation for hundreds of guests or creating a once-in-a-lifetime journey for a single family, every experience is planned with the same level of care and attention.

Although the company has continued to grow, Francois has never measured success by size. His vision has always been to keep FIGARIE boutique, personal, and highly bespoke. Remaining intentionally small allows every client to receive the individual attention they deserve and ensures that service is never compromised.

At its heart, FIGARIE is built on one simple belief:

Luxury is not about how much you spend. It is about how you make people feel.

Every journey, every partnership, and every experience reflect that philosophy.

Welcome to FIGARIE.

Defined by Elegance.

Image by the Silberman Studio