To celebrate our first year in Stellenbosch, we partnered with Seam Coffee, a space and brand we’ve long admired for its thoughtful approach to coffee, design, and community. Founded by David Walstra, Seam has quietly become part of the rhythm of Stellenbosch: early morning coffees, conversations across the counter, and a slower, more considered approach to hospitality. We sat down with David to talk about how Seam began, the connection between producer and drinker, and why good design often says less.
The Beginning...
As a true entrepreneur, how do you describe what you do today, and how did you get into it?
What I do today is vastly different from what I did when the business started. In the early days, I handled almost every aspect of Seam; accounting, customer service, training, social media, logistics, marketing, online sales, branding - everything except the roasting itself. That’s what it took to get things going.
These days, I’ve stepped more fully into the founder role. Appointing a CEO to run the day-to-day business was probably the best decision I’ve made. It’s allowed me to focus on new territories, key relationships, innovation, new stores, interiors, and producer partnerships.
Before Seam, I owned a security business called Callguard Security. It did well, but it became a nightmare operationally. Travelling to Asia to keep up with the technology side of that business is actually where I fell in love with the hospitality side of coffee.
Around that same time, I started visiting coffee farms in Burundi and Rwanda. Seeing the realities of poverty there, but also the possibility for meaningful change through the right partnerships, made something click for me. That’s when I knew this was the path I wanted to follow.
What is the story behind the name Seam?
The name comes from the seam between the coffee farmer and the coffee drinker. We think about it almost like bringing together two pieces of fabric; processes are often described as “seamless”, but for us the connection itself matters. We want people to understand where coffee comes from and the people behind it.
There’s also humility in that idea. A good seam is often unseen. That’s very much how we approach what we do; low-key, considered, but with deeper stories there if you want to explore further.
On Space and Design
Seam feels considered without being overworked. How do you approach the space and the experience?
I’ve always been drawn to Asian design philosophies, especially Japanese minimalism and humility. Hopefully that comes through in our spaces. We think carefully about both hospitality and user experience, with form following function. You won’t see cluttered counters or too many barriers between customers and baristas. The idea is to create openness and connection. Taking that approach probably means we leave something on the table commercially, but we’re happy to do things this way.
What do you notice first when you walk into a café?
I’m very design-oriented, so I immediately notice things like bar flow and positioning. A café with a good flow feels inviting. Pair that with attentive baristas and a well-considered aesthetic, even if it’s not personally my style, and I’m interested. Ultimately, if the design allows the coffee itself to remain the hero, that’s what matters.
What inspires you to do what you do?
Coffee is one of the few crises in the world where the solution can be direct and sustaining. By paying producers above the cost of production, we can genuinely make a difference in people’s lives.
That alone is fulfilling, but then you add creating career opportunities and building communities around where coffee is consumed, and it becomes even more meaningful. We get to add value both upstream and downstream, and enjoy the process while doing it.
What made this collaboration with FIELDS feel like a natural fit?
I was a fan of FIELDS long before this collaboration came about. I’d always appreciated the ethos behind how the garments are sourced and manufactured. So when Mikael mentioned the possibility of working together, we immediately jumped at the opportunity.
Looking Ahead...
What’s next for Seam?
Right now, we’re focused on opening new pocket shops across South Africa, alongside a new store design direction and refreshed branding that we’ve been quietly working on for a few years. We’re also exploring coffee production opportunities in Madagascar, while expanding into Mauritius and Botswana.
Quick Fire Questions
Where can we find you on a quiet morning?
Somewhere on one of the winelands mountain biking trails around Paarl. I love the peace it gives me; the combination of movement, quiet, and being outdoors.
What are you listening to at the moment?
Gidge, Klur, Sultan + Shepard, Two Lanes, Philipp Wolf, Emmit Fenn, Parra for Cuva, Avaion, Rufus du Sol, Jesse Kendal.
Someone has 24 hours in Stellenbosch. Where should they go?
Start with a coffee at Seam. Walk through the streets early in the morning while the light filters through the oak trees. Stop for breakfast at Meraki or Hygge Hygge, then head to FIELDS for a personalised wardrobe consultation or a few key pieces. Lunch at Melfort, followed by a slow afternoon on one of the surrounding wine farms. Finish the day with dinner at Le Grand Domaine by Chefs Warehouse or De Eetkamer.