Our History

Our third interview with Radio DISA

Nov 9, 2021

We’ve returned in 2020 for our third interview on Radio DISA, this time with country legend Tommy Dell.

TAGI wins an MEA Award; Best Bereavement Support Service in South Africa

Mar 15, 2021

It is with an immense amount of pride and privilege that we get to announce to you today that The Angel Gown Initiative has won a very prestigious MEA Business Award for 2020! We won the category of “Best Bereavement Service in South Africa”. The MEA Markets is a quarterly publication dedicated to researching and…

TAGI is published in a book

Oct 15, 2020

Becoming part of training courses, being covered in the media, and now becoming part of a published book just shows the important role that TAGI plays in helping bereaved families heal. It also speaks to the level of dedication the TAGI family has to grow TAGI into a stronger and bigger organisation determined to help…

The Life Hospital group joins the TAGI family

Sep 15, 2020

We are super excited to announce that Life Vincent Pallotti Hospital has joined the TAGI family, becoming the first hospital from the Life group to join us! Read more here.

Radio Helderberg does a follow up interview

Jul 22, 2020

Please listen to our follow up here.

Angel Gown ® successfully registers our first trademark

May 22, 2020

In 2018 there was a failed attempt by a third party to sell our gowns with that we realised how important it is to protect our brand and product, but more importantly, to protect our bereaved parents. I have always personally felt that for a parent to qualify for an Angel Gown ® they have…

Appointing our first Chief Business Development Officer

Apr 1, 2020

It is with great pride that we announce today that Michelle Groenewald from the House of Fertility group will step into the role of our first ever Chief Business Development Officer. This appointment speaks to the massive growth that TAGI has shown in the last 3 years. I know this announcement comes on the first…

Now you can own a TAGI Bear

Oct 7, 2019

Before you buy our special bear, read more over here.

TAGI Bear is born

Jun 12, 2019

We have our very own mascot, TAGI bear!

Where did the TAGI logo originate?

Jun 10, 2019

Because the question, and mistaken assumptions, have come up so often I have decided to clear it all up here.

Groot FM

Jun 6, 2019

Although this interview isn’t about TAGI specifically, it’s important to acknowledge how we are recognised by the organisations and individuals that we work with.

Volunteer Henry Joubert interviewed on Radio Sonder Grense

May 19, 2019

It was so special to hear one of our volunteers speak on radio in support of our cause.

TAGI gets published in Rooi Rose

May 16, 2019

A big dream for TAGI is to be published in a magazine, and today that came true for us with the workings of the talented Mariette Snyman. Please read my original post here or even better, read the article here.

Interview with Tracey Lange on KFM 94.5 FM

May 13, 2019

Today we had our first interview on KFM with the perky Tracey Lange.

Interview with Annelia Preiss on Radio Helderberg 93.6 FM

Apr 29, 2019

Radio Helderberg is one of the most prominent radio stations in the Helderberg area of which Gordons’ Bay, where our head office is, makes part of. Today we had the pleasure of enjoying a telephonic interview with the very special and sweet Annelia “Blommie” Preiss.

Cooperation agreement between TAGI and DOSA

Mar 31, 2019

In another first, TAGI is now expanding beyond the confines of a physical building, and into the capable hands of DOSA Doulas that meet our criteria. Our official press release is viewable here.

International collaboration between TAGI and AGWNY

Feb 27, 2019

As TAGI grows and gather more attention, we now also have an international following. A charitable organization in America, Angel Gowns of Western New York, has reached out to us with interest to collaborate in South Africa. Please read the full story here.

Interview with André Weidemann from Kwela, KykNet.

Feb 3, 2019

On 3 February 2019 we were privileged with having Kwela air a touching interview about our organisation on national television. This was the third time we had been aired on national television for 3 years in a row and at this stage we are not even officially 2 years old! The impact of this specific…

Fokus SABC2 does a follow up.

Oct 14, 2018

Not even a year later Danie Hefers from Fokus SABC2 came to interview us in our newly renovated new office. So great was our strides and accomplishments since his first interview with us that Danie decided to share with their viewers what we had accomplished. A big focus of the interview was on how much…

Die Burger Publishes Follow Up Article

Oct 8, 2018

Last year we were printed in Die Burger and nationally in her sister newspapers, Die Beeld and Die Volksblad, for the first time. This year again we were printed nationally. Last year we were printed on page 6 and this year we moved up to page 3!

Netwerk 24 Publishes Follow Up Article

Oct 7, 2018

Early Sunday morning Jana Breytenbach published another article about TAGI on Netwerk 24, documenting our achievements over the past year.

Follow Up Interview with Smile FM.

Oct 4, 2018

We were invited back to Smile Fm, this time for a live interview on “The Naked Truth” by Benito Vergotine.

Interview with Hani du Tout on Hashtag Radio

Oct 1, 2018

We were hosted live on Hashtag Radio by the energetic Hani du Toit.

Interview with Sarah Jane King on Cape Talk Radio

Sep 27, 2018

We were hosted on “Late Nights with Sara-Jayne King” by none other than Sara-Jayne King!

GoodThingsGuy.com features TAGI

Aug 17, 2018

A friend sent an email to GoodThingsGuy.com about our initiative yesterday. Shortly thereafter we were contacted by Tyler Vivier and got the exciting news this morning that they featured a story on TAGI! It is so beautiful, well done! Here is a link to the article.

Guest Speaking at TCF National Annual Gathering

Aug 17, 2018

The first time Eric was asked to be a guest speaker was in October 2017 at a monthly gathering of The Compassionate Friends. It was an impromptu request and skilled at public talking, Eric didn’t flinch. This time, however, was different. Eric was asked to be a guest speaker at TCF’s Nation Annual Gathering to…

TAGI is inlcuded as part of perinatal bereavement training.

Aug 16, 2018

Nicci Coertze, the founder of South Africa’s first ever online perinatal bereavement training, has approached us to include our organisation as part of her training material. This will enable anyone working with our Angel Gown® garments to understand how they work and the spirit behind them. Thank you Nicci for this generous TAGI first!

Mediclinic National Distribution

Jul 6, 2018

As Mediclinic had been instrumental in helping TAGI grow a footprint in the hospital industry when we just started out we approached and reached an agreement with Mediclinic Southern Africa to distribute our Angel Gown® garments in all of their hospitals across Southern Africa.

PBO Status

Jun 25, 2018

We were granted Public Benefit Status and the privileges that comes with it, such as tax exemption and the ability to utilize Section 18A certificates. Our registration number is 930061837. Please read the post here on what a mission it was and the road we had to travel to get here!

Our First Birthday!

Jun 21, 2018

“365 days later, over 300 Angel Gown® garments, so many donations, wonderful people and happy memories! TAGI has gone from a one-time-favour to national distribution to international recognition in less than a year! Thank you to everyone of our sponsors, donors, Ambassadors, collection points, advocates, friends, family and every last person that supported, encouraged and…

Netcare National Distribution

May 2, 2018

After approaching three individual Netcare hospitals, Netcare Head Office reached an agreement with TAGI to systematically distribute our Angel Gown® garments nationwide in all of their hospitals.

Our First Charity Sewing Day

Apr 19, 2018

The owners of Sew ‘n Sensations reached out to their clients and offered us their premises to host our first charity sewing event. It was a morning filled with fun and excitement, meeting new people, teaching some skills and enjoying all round good company.

Follow Up Interview with Radio Disa

Apr 3, 2018

We were invited back by Radio Disa for a follow up interview, this time we joined Natsha Fick in studio for another live interview. This is our third radio interview in less than 6 months.

Netcare Joins the TAGI Family

Feb 8, 2018

Netcare is the second private hospital group to join the TAGI family, with Netcare Kuils River being their first participant. Here we met with Lynn Maritz and she introduced us to some of the other local Netcare hospitals.

NPO Status

Feb 7, 2018

We have received formal recognition as a Non Profit Orginasation by the Department of Social Developement with all privileges that comes with it. Our registration number is 203-283 NPO. This is one of our biggest milestones thus far and thank everyone involved!

Fokus SABC2 Takes TAGI to the TV Screens

Nov 12, 2017

Although Danie Hefers did his recording with us on 19 October already, his beautiful segment on TAGI was broadcasted nationally tonight – giving us our first exposure to television. You can watch a clip of the segment right here.

Changing From Neutral to Gender Specific Angel Gowns

Nov 1, 2017

Initially when TAGI was founded we decided to keep our Angel Gown® garments gender neutral, and although it was very successful one question kept emerging: Are the Angel Gown® garments for girls only? We listened to our market and adjusted accordingly. In November 2018 we restructured our production line and replaced the gender neutral line…

Smile 90.4FM Radio Interview

Oct 19, 2017

We were hosted on “Guess who’s coming for lunch” by Ewan Strydom after his producer, Christine Wessels, read about us in Die Burger. This was our second radio interview in one week, the first one with provincial coverage.

TAGI Hits the Radio Waves

Oct 17, 2017

Our first ever interview on the radio was hosted by Reinhard Kotze from Radio Disa. He hosted us live after he read about our article in Die Burger.

Die Burger Prints Article on TAGI

Oct 16, 2017

On the morning of 16 October 2017 Die Burger was the first to put TAGI’s article in print – this led to us being featured in newspapers across South Africa.

Network 24 Publishes First Online Article on TAGI

Oct 15, 2017

Jana Breytenbach was the first to publish an article on TAGI – just in time for the international day representing Pregnancy and Infant Loss Awareness. Although me and my friends spent a lot of time trying to push our story online as far as possible, this is great formal recognition to see the media reaching…

Mediclinic Joins the TAGI Family

Aug 25, 2017

Carla Hanekom, Patient Experience Manager at Mediclinic Stellenbosch, was instrumental in helping us understand how to work with the hospital industry. They were the second hospital to join our family, the first Mediclinic, and also the first private hospital.

TAGI’s First Handover

Aug 23, 2017

Our founder, Eric Elronde was born at Vredendal Hospital in 1985. Chrismari Elsbury was working at this same hospital when she commissioned her wedding gown through his fashion company, Erikr House, in 2015. Naturally Vredendal Hospital had to be our first beneficiary. It came as a total surprise when we found out that the doctor…

The Angel Gown® Initiative is Founded

Jun 21, 2017

What started as a once off favour between Eric Elronde and his friend, Chrismari Elsbury, directly resulted in the founding of The Angel Gown® Initiative. A roller-coaster of chance meetings and conversations would soon lead to TAGI becoming a charitable organisation systematically spreading throughout Southern Africa. A more in depth account can be read here.

TAGI’s First Donation

Jun 21, 2017

It was Chrismari‘s Facebook post that planted the seed for TAGI’s birth. Her wedding gown was the first donation towards TAGI and a total of 20 Angel Gown® garments were contributed towards her wedding gown.