About Abi Downs
About
Abi Downs
Lifestyle curator, entrepreneur and host.
Abi Downs is a Durban-based lifestyle curator, entrepreneur and host who builds communities where women feel seen, welcome and empowered. After a ten-year career in fashion buying at Mr Price, where she was named Culture Champ in 2021, she left corporate in January 2026 to build AD Lifestyle Co, a collection of brands shaped by her own experience of navigating identity and belonging.
Through her personal platform, Abi champions African fashion, art, wellness and luxury hospitality, interviewing designers, attending fashion weeks and encouraging her audience to support the continent's finest alongside global names. Reset With Abi, her wellness brand, hosted its first Wellness Walk on Umhlanga promenade in March 2026, and it sold out in six days with no paid advertising. Girls Who Dinner brings women together at curated dining tables where friendships and collaborations form, and Beyond the Feed, which she co-founded, helps creators build sustainable careers.
Abi has hosted and interviewed for Forbes Women and Pantone Sundays, and her work has been featured in Get It Magazine, Women's Health SA, Femme South Africa and The Umhlanga Magazine, among others. With a community of more than 65,000 followers across Instagram and TikTok, she believes that community is the greatest asset anyone can build, and that the right people find you and stay when you show up consistently and with intention.
AD Lifestyle Co.
One woman. Six worlds.
Abi Downs
Lifestyle creator, storyteller and brand partner. African fashion, art, wellness and luxury hospitality, plus MC and event hosting.
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Reset With Abi
Wellness without the extremes. Coached challenges with meals, workouts and a daily accountability community, plus in-person wellness events.
Explore Reset With Abi
Girls Who Dinner
Luxury social dining and networking evenings for women, where friendships and collaborations form.
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Abi Road Designs
Indian Ocean resortwear, designed in Durban. Limited edition and locally made.
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Beyond the Feed
Workshops, networking and education for creators building sustainable careers. Co-founded with Nikki Haneef.
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The Downs Family
Creator content and brand partnerships from Bradley and the Downs family.
Meet the Downs familyReset With Abi
Wellness Without the Pressure
Reset With Abi was created out of a lived experience, not perfection. Abi has navigated burnout, body changes, busy seasons and the constant pressure to do it all, while still wanting to feel strong, grounded and like herself.
It is a space for realistic wellness. No extremes or punishment, and no all-or-nothing thinking. The resets, planners and tools are designed to help you build consistency through simple systems that fit into real life, with movement that feels good and food that supports the work you put in.
It is about finding yourself again, with a little help from a big community.
WELLNESS, WITHOUT THE PRESSURE.
For the weeks when your to-do list keeps growing and your routines fall apart,
Reset With Abi helps you get organised, plan your priorities and make time for yourself. Our practical planners and
wellness tools help you map out your week, stay on top of daily tasks, build consistent habits and turn your goals into manageable steps.
Shop our planners and wellness tools to simplify your routine, stay accountable, and make progress towards the habits and lifestyle you want.