A relatively new babe to the block, the blog’s success, according to Shelli Nurcombe-Thorne, Velocity Media director and Joburg’s Darling’s founder, is that it is one’s very best friend - one who will quite happily give anyone the inside scoop on where to go, what to do and what to buy in Johannesburg. “A complete shopaholic who is never really happy unless she is spending someone's money (either hers or yours), Joburg's Darling spends hours pounding the pavements finding wonderful new shops, fantastic bargains, irresistible must-haves for your home, beauty treatments that actually work, and new places to try with the family.”

Penned by Nurcombe-Thorne, the daily blog is an extension of the popular Joburg.co.za newsletter, which is emailed each week to over 180 000 readers.

Nurcombe-Thorne expounds upon the rationale behind the blog, “Joburg is made up of such a wide variety of venues, stretching far and wide, and yet residents tend to stick to what they know. Our aim is to highlight one of our top picks each day (with a concise write-up and seven images) that takes very little time to read. We have also found that many of our featured establishments don’t have a marketing budget, and the repeat business that we send them has proved to be invaluable in supporting their growth going forward. It’s incredibly rewarding to hear feedback from them.”

Targeting women between the ages of 25 and 60, living in the Johannesburg area, with bite-sized pieces of information and gorgeous photos that capture the essence of her latest finds; Joburg’s Darling has her readers falling in love with the magic of the city - one delicious day at a time.

Boasting over 12 000 unique visitors to the blog each month, 3 080 subscribers who receive the daily notifications and over 54 000 impressions per month – the Johannesburg city skyline is certainly not the limit for this blossoming blog.

“In terms of 2013, we have some new functionality and design updates planned for our website, but other than that, we are keeping our formula the same: delivering valuable content each day to our readers via the blog, Facebook and Twitter updates,” concludes Nurcombe-Thorne.

For more information on Joburg's Darling, visit www.joburgsdarling.co.za. Alternatively, follow @JoburgsDarling on Twitter and/or 'Like' the page on Facebook.