As the world turns its attention to African talent – from Zulu beading to Ankara fabric – global tequila giant Don Julio is investing in South African artistry through its inaugural Artist Residency programme. This initiative fosters craftsmanship across continents, bringing together diverse creative visions. Crystal Birch, South Africa’s renowned milliner, has partnered with luxury tequila brand Don Julio to celebrate the spirit of Por Amor (“For the Love of”). The collaboration highlights passion, artistry, and innovation, culminating in the Don Julio Artist Residency Exhibition on 17 December – a vibrant showcase where art, culture, and creativity converge.
Crystal Birch is a milliner extraordinaire whose visionary creations are redefining the art of headwear in South Africa. Renowned for her exceptional craftsmanship and boundary-pushing designs, Crystal is the go-to talent for the country’s most stylish and creative minds when it comes to head-turning pieces. Her bold designs inspire wearers to always show up in style and own every room they enter. Crystal’s creations are confidence boosters that transform every ensemble into a work of art. Her wearable art blends fashion with imagination, creating masterpieces that push the limits of creativity.
YLA: Introduce yourself: your name, and who you are. Where are you from, what is your story?
Crystal Birch: My name is Crystal Birch, I am a radical thinker, a person who has a zest for life, l am many things – I’m a mother, adventure seeker, hat maker, businesswoman, team player, idea generator, animal lover, problem solver, go-getter!
What does creativity mean to you?
That there is always a solution to a problem or pain, it’s a way to express myself, creativity is in all of us, we unlearn creativity as we grow older. My brain is creatively wired so I have no idea how not to live my life in a non-creative way but mostly creativity means to me that I leave things looking and feeling better than I found them. Creativity is a never-ending conversation for me.
How have you defied expectations in your life? How have you followed your heart?
I’m radically intuitive and follow my gut first, I act fast… sometimes too fast by enduring trauma, by extreme rejection became redirection for me and shining a bright spotlight on self-love and how to really listen. I’ve always been very independent and as loud as I am… I need the quiet time to listen/ recharge, touch base, or process what my heart feels.
What is your creative process like?
I used to be an obsessive scrapbook maker, I wrote a journal entry every day, now I gather images, folders, and screenshots and just start, I create many things that are not hats that drive me creatively, especially with my daughter. I’m a great cook, and I express myself in song… even if I sound like a tone-deaf hadeda, dance is a very big part of my creativity and when I’m stuck to move… but I have no methodical way. When it comes to creating a collection, it might start with a very clear idea or many conversations with creatives that I admire. My process is very visual and very hands-on, I can’t design inside a computer (yet!)
If you could describe your work in 3 words, what would they be?
Brave, Timeless, Sustainable
What motivates you to create?
I think in my Millinery Factory – what motivates me to create is to change the way people think about hats, to preserve the craft, to make hats in a traditional millinery way… the same way it has been done for 400 years but in a contemporary experimental, couture, frivolous, fun and cool way. Keeping this art alive, locally is a huge driving energy for me.
How have your life experiences influenced your artistic point of view?
I’ve moved houses, and schools and travelled a lot. This made me super adaptable. Loss, death, trauma and heartache have chipped away the things that don’t serve me, shown me my true self, and taught me to be gentle, revel in my divine feminine as a woman and use that as my superpower! Hopefully, it will be visible in my Por Amor Residency.
Who/what is your inspiration?
It’s in all my encounters, the jokes with my daughter, the way we move, cuddles with my dog, quiet time in the mountains, ice water on my face, Design Indaba talks, other people’s stories, memes… God, I love how funny the internet is! Memes relieve the daily stress and remind me how good stupid funny is Lolz! My inspiration comes from my very beautiful team, which just embraces my authentic self and emotional ups and downs, trusts my direction and believes in me. My sister is a huge cheerleader in my life and inspires me, holding my giant baby nephew! Wow, I’m so grateful! People who challenge me in the way that I think…I love a heavy debate; to shift my mindset… people are very scared of uncomfortable conversations. I believe there’s magic in these very heated debates if approached with an open mind.
Tell us about your experience being part of the Don Julio Artist in Residency.
It was like being on The Amazing Race – intense on the body for the distance and packed itinerary. Heavy on the body. Stimulated the brain. But most of all it filled the heart! Mexico’s language, vibrant people, colourful food, sensational tequila, stories and team made me grow in a short time quite fast. The best part is that we could go to the source, you can’t fake authenticity. Go to Napoli for Pizza, to China for silk, India to meditate, Morrocco for carpets, to Kenya for a safari, and we went to Mexico for tequila… Wow, Inolvidable!
What was also fulfilling was working alongside such incredible creatives, I was inspired to explore how our individual crafts align with Don Julio’s ethos – especially the concept of ’for the love of’ – whether that’s through design, photography, music, or other forms of expression. The opportunity to collaborate on a project that fuses the worlds of art and luxury craftsmanship has been deeply fulfilling.
What in Mexico inspired you?
The colour palette, the people and the tastes/food – these three things were a constant theme for me, a true sensory adventure! Mexico also pushed me to learn a new language that opens doors and the way that you connect with people if you speak their language. Also, Mexico’s commitment to craftsmanship, especially the artistry behind Don Julio Tequila, resonated with me deeply. The passion and dedication that goes into every bottle of tequila is a reflection of the care and love for detail that is prevalent throughout Mexican culture.
