by Marion Smith
Embassy Direct magazine celebrated the launch of its 12th edition on 17 September 2026 with an elegant evening at Watersedge, a distinctive new venue at the picturesque Irene Dairy Farm.
More than 110 guests attended the launch, bringing together members of the diplomatic corps, representatives from the Department of International Relations and Cooperation (DIRCO), business partners, service providers and friends of Embassy Direct.
Built in October 2025, Watersedge provided a fitting setting for the occasion. Surrounded by lush green pastures, the venue combines the natural charm of Irene Dairy Farm with a refined and contemporary atmosphere, creating an ideal environment for an evening of networking and celebration.
Embassy Direct has a history that stretches back to 2012. The publication was originally established as the Ambassadors Handbook, with a simple but important objective: to connect ambassadors and members of the diplomatic community with reliable local service providers.
The idea was born from an unexpected shopping trip involving Embassy Direct founder and director Ron Mackenzie and an ambassador’s wife. As they searched for a number of unusual and specialised services, including a penthouse, a helicopter and even a Chihuahua, Ron realised there was a clear need for a trusted network of service providers who could assist members of the diplomatic and expatriate communities with services outside their areas of expertise.
That realisation became the foundation for the Ambassadors Handbook.
Over the years, the concept evolved. The Ambassadors Handbook developed into Embassy Direct, expanding from 24 pages into a publication of more than 200 pages and a networking platform connecting reputable South African businesses and service providers with the broader expatriate and diplomatic market.
Today, Embassy Direct is more than a magazine. It has developed into a network that creates opportunities for businesses to engage directly with the diplomatic and expatriate communities through its publication, events and partnerships.
The launch of the 12th edition reflected that evolution, bringing together the diverse network that has helped shape Embassy Direct over the years.
The evening offered guests an opportunity to reconnect, meet new contacts and strengthen relationships in a relaxed setting. The presence of ambassadors, DIRCO representatives and business partners highlighted the role that Embassy Direct continues to play in bringing the diplomatic and business communities together.
The event was supported by sponsors BMW, Nedbank, Irene Country Hotel and Unlimited Events, whose contributions helped make the evening possible.
Guests also received copies of the newly launched 12th edition, providing them with the latest offering from a publication that has spent more than a decade building bridges between the diplomatic, expatriate and business communities.
From an idea sparked while searching for a helicopter, penthouse and Chihuahua, Embassy Direct has grown into a longstanding platform connecting people, businesses and communities, with its latest edition marking another chapter in that journey.
