Cape Town born creator, Paul Simon, first wowed South Africa with his concept store, Young Designer’s Emporium. YDE started as an innovative fashion idea that rocketed to fame as a successful South African brand. Twenty years on (with YDE sold on for a six-figure sum to Truworths Group), Paul Simon has launched a Children’s Play Area, a novel retail space design called M-Store and supported an online fashion space called &Threads. Now in 2014/2015 he is launching Uber Flavour Brews, a fresh new iced tea Brew developed to satisfy Paul’s craving to see South African flavour on the world map. Paul has won several awards including the SA Best Entrepreneur Award and Mover of the Year. Awards from the 1 Billion Rand Club, Cavendish Square Shopping Centre, Ernst & Young, SA Jewish Report Entrepreneur Award, Investec Pvt Bankand Cosmopolitan. Magic is behind the alchemy of turning simple ingredients into gold.