Cape Town’s R28k macarons: why this viral box is making waves at the waterfront

Cape Town has officially entered its "billionaire's playground" era.

We see it in the skyrocketing rent prices from Sea Point to the CBD, the superyachts docking at the pier, and the constant hum of "quiet luxury" echoing through the streets. But the latest arrival at the V&A Waterfront has even the most dedicated sweet toothers (if that's even a thing) doing a double take.

Welcome to the world of Ladurée, the iconic French patisserie that’s finally brought a slice of Parisian chic to our neck of the woods. It’s the ultimate spot for world-class treats, though it definitely comes with a "treat yourself" price tag to match.

We’ve all heard of the lipstick effect" (that tiny splurge we grab to feel something when the economy is crumbling). Still, honestly? We’ve officially graduated to the "cupcake economy", pun intended.

Forget a new lip shade; these days, we’re seeking emotional stability in the form of a high-end pastry.

Nestled among the designer boutiques is a box of 200 macarons retailing for a staggering R27,999, making each macaron about R140.

Let’s put that into perspective: for most of us, that’s not just a "treat yourself" moment; that’s a monthly salary. It’s a deposit on a flat. It’s a couple of car instalments or 7 days in Phuket.

As someone who lives for a sugar high and a perfectly crisp almond shell, even I have to admit: I’m sitting this one out.

In a city where the battle between "aspirational living" and "cost of living" is reaching a fever pitch, one has to wonder: who is actually buying the nearly R28,000 (for a 200-piece box) treat? Is it the international elite docking their boats, or have we truly reached a point where dessert has become an asset class?

Founded in 1862 by Louis Ernest Ladurée, Ladurée has long been synonymous with refined indulgence. Its signature macarons, delicate almond meringue shells with rich fillings, are often described as the embodiment of “French chic".

In a "Daily Investor" article, property analyst Ash Müller explained that the price point places the offering firmly in the realm of ultra-luxury, less a sweet treat, more a status symbol.

And yet, the queues forming at the store suggest something deeper: curiosity, aspiration, and a desire to experience a piece of Paris without leaving Cape Town.

Ladurée’s story is one of reinvention. After a fire in 1871 destroyed its original Paris bakery, the brand re-emerged as a pâtisserie, eventually becoming a global symbol of elegance. Its tea rooms, originally designed as safe, refined spaces for women, redefined social dining in Europe.

Ladurée has expanded its historic Parisian tea room concept and iconic macarons to the V&A Waterfront in Cape Town, offering a "taste of Paris" through its first boutique in South Africa. Under the LOV Group, the luxury brand, renowned for its refined pâtisserie and "French chic" aesthetic, now offers local customers in-store and online access to its signature products.

Its innovative success, championed by Ladurée’s wife, Jeanne Souchard, had the idea to merge pastry-making with coffee, creating one of the first tea rooms in Paris. This marked the beginning of international expansion, with the shop going global in the early 2000s, with locations in London, New York, Tokyo, and beyond.

“The macaron became an icon of accessible luxury as Ladurée boutiques established themselves in major cities around the world,” the company explained.

“Each location, conceived as a showcase dedicated to the art of French pastry, reflects the Maison’s dreamlike world with coherence and refinement.”

This allowed the group to expand even further, with it opening its first shop in South Africa in December 2025.

At the V&A Waterfront in Cape Town, Ladurée said South Africans can expect a “taste of Paris”, with the maison offering its iconic macarons and other pâtisserie in the store. South Africans can also purchase Ladurée’s products through its online store, where it offers macarons, eugénie pastries, chocolates, biscuits, jams, teas, and honey.