Just Reserves: How this couple turned their love for the bush into a business

Husband and wife team Jesse and Devorah Lemmer are alchemists. The entrepreneurial pair may not have turned mercury into gold, but they have created a recipe for success in their young safari business.

Just over a year ago, partly out of necessity as much as a desire to pursue a new life-path, the couple created Just Reserves – an online travel site that focuses on promoting South African bush holidays and escapes to locals, affordably so.

And they have not looked back. “It was right in the middle of the pandemic early last year, and I had shelved plans to pursue a career in commercial aviation,” Jesse said. “Dev’s role in an advertising agency also came to an end. We needed an income, our mutual passion was the bush, and we decided to turn our love for Africa into Just Reserves.”

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The timing wasn’t great as the couple had just celebrated their six-month wedding anniversary when the plan had to be hatched. “I was very nervous about us doing this together. But our dynamic worked,” Dev said. “And I think the fact that we have such a healthy and good relationship makes our business stronger because we both bring our strengths to the table, and it comes together through our shared love of adventure.

“And that’s how it works. You know, Jesse has his roles, I’ve mine and somehow it just gels.”

At its genesis the couple spent hours on the phone contacting lodges around the country, introducing themselves and working toward forging relationships with key role players for their fledgeling business.

While there were several “Nos”, Jesse said, some of the larger companies were won over and pledged support, providing Just Reserves with its first set of marketable deals.

A website was built, and a relentless social media marketing campaign followed to drive sales. Doing business online can be a challenge for entrepreneurs.

“Given the number of online scams, it was difficult at first, and fraudsters unfortunately tarnish the market for honest operators. But we worked hard to build a small client base, and slowly but surely referral business became our main- stay,” said Jesse.

He added that through personal touches, and really taking an interest in their clients, strong relationships were forged.

“I really love hearing about the experiences of our customers, the animals they saw on game drives, the good, the great and sometimes the bad and ugly. That way, we can mend any dissatisfaction immediately.”

Trust is the most important aspect of their trade, and therefore Dev believes people return to book a second time.

The couple has visited almost all the 200 lodges available on the Just Reserves website. He said that it’s important that they can share their experiences, too, and make recommendations based on what clients may really want out of a getaway.

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“In addition, he makes a point of calling everyone a day or two after a trip for feedback. “I love nothing more,” he smiled. The recipe has been very successful. Dev believes that there is something incredibly special about a bush holiday, or even a weekend break.

“You get to experience real moments as a couple or as a family, without the distractions of city life,” she said. “You become very present in the moment with everyone. It’s really good for relationships, communion between friends…” Jesse agreed and added that sometimes a holiday in a game reserve should not just comprise of animal spotting [only].

“At times people do not get to see the big five, for example, and are a bit disappointed. But, to me, the animal kingdom holds such riches, like our birdlife, and its important to take the time and appreciate every aspect of our natural heritage.”

He added that simply taking some chilling-time at a lodge can be just as nourishing for the soul. “The anxiety flows away. Just being in nature. There are also the memories that you make when you’re sitting at the boma and telling campfire stories.”

Jesse and Dev are not the only couple at work and play in nature these days. He said there has been a growing number of enquiries for “workcations” in the bush. “Apart from the usual questions we are asked, one of the most frequent now are about connectivity and connection stability,” he said. “Workcations are growing in popularity.”

– news@citizen.co.za