Empowered by Craft, Driven by Purpose

Across South Africa, a new generation of women is reshaping the country’s furniture industry—one handcrafted piece at a time. From homegrown studios to international showrooms, these entrepreneurs are proving that design, when paired with purpose and resilience, can transform both communities and global markets.

Women in furniture and décor are carving out more than just business success—they are creating brands rooted in sustainability, cultural identity, and social impact.

“Women bring a balance of innovation and empathy that’s changing the face of South African furniture,” says Tracy Symons, Relationship Manager at the South African Furniture Initiative (SAFI). “Their businesses don’t just make products; they make impact—in communities, in exports, and in the way we think about design.”

Creating Opportunities for Global Growth

Through export-readiness programmes and mentorship, SAFI equips women-led businesses with the tools to access new markets, strengthen competitiveness, and gain international exposure. Several entrepreneurs recently showcased their work at Index Saudi Arabia, one of the Middle East’s premier design platforms.

“Trade missions like Index Saudi Arabia give women a powerful voice on the world stage,” notes Symons. “They show that South African craftsmanship can hold its own among the best.”

Among the exhibitors was Razaan Jakoet, Founder and Creative Director of Chic Fusion, who transforms wool into sculptural, nature-inspired décor. “Saudi buyers were fascinated by our use of wool—a material deeply symbolic and sustainable,” she explains. “SAFI’s support gave me the confidence to present my work internationally and grow beyond my expectations.”

A New Generation of Women in Manufacturing

Dipuo Pakathi, Managing Director of Denic Cabinets, brings both engineering precision and creative vision to bespoke cabinetry. “My journey began while renovating my own home,” she recalls. “I saw a gap in the market for custom-built cabinetry that reflects each client’s individuality.”

Her business now employs local artisans and is steadily expanding its reach. “The manufacturing and carpentry sectors remain male-dominated,” she admits. “But perseverance, continuous learning, and SAFI’s mentorship have helped me earn my place and build a business I’m proud of.”

Through SAFI and the Department of Trade, Industry and Competition (DTIC), Denic Cabinets accessed export training, trade missions, and networking platforms that positioned the company for international growth. “Representing South Africa at Index Saudi Arabia was humbling,” Dipuo says. “It reminded me that our craftsmanship can stand alongside the world’s best.”

A Network of Collaboration and Confidence

Samantha van Rooyen, founder of Unearthed Home Décor, shares a parallel journey. Her brand celebrates natural forms and ethical production through contemporary African design. “SAFI has been a bridge between creative entrepreneurs and global opportunity,” she notes. “Their training, mentorship, and trade support gave me both structure and self-belief to scale internationally.”

Full SAFI members, including Denic Cabinets, Outdoor Workz, NC Upholsters, and Casamento, exemplify South African manufacturing excellence. Associate Members like Razaan and Samantha complement the furniture value chain, highlighting SAFI’s holistic approach to collaboration and industry growth.

“Becoming a SAFI member means being part of a connected, supportive network,” Symons explains. “Together, these partnerships strengthen South Africa’s design ecosystem and create a united platform for global success.”

From Heritage to Leadership

Lucille Bosman of NC Upholsters combines entrepreneurship with legacy and empowerment. “SAFI’s mentorship helped us prepare for export markets while investing in youth training,” she says. “It’s about using our craft to uplift others.”

In Cape Town, Sarah Findlay-Hamilton of Outdoor Workz has built a local brand producing premium outdoor furniture that balances durability and design. “Women tend to lead with integrity and collaboration,” she notes. “SAFI’s support refined our export readiness and opened real opportunities for growth.”

In Muizenberg, Starry Eve Collett of Casamento fuses embroidery, upholstery, and sustainability into hand-stitched furniture. “My vision is to build a fully Southern African product that grows our local industries,” she says—a testament to women designers who see furniture as both art and advocacy.

Fostering Gender Diversity for a Stronger Industry

SAFI’s inclusive membership ensures that women at every stage of their entrepreneurial journey can access mentorship, trade opportunities, and exposure. “Our focus is on creating real, lasting opportunity across the industry,” says Symons. “When all entrepreneurs have access to resources and platforms to trade, the sector benefits from richer ideas, stronger representation, and a more resilient foundation for growth.”

A Movement Taking Shape

The rise of women in South Africa’s furniture sector is not only inspiring—it is redefining the country’s design leadership. “These women are proving that creativity and courage can reshape an industry,” says Symons. “They’re not just breaking barriers; they’re building a legacy of craftsmanship, collaboration, and confidence that inspires the next generation.”

For membership and programme details—including export-readiness support, skills development opportunities, and networking—visit southafricanfurnitureinitiative.co.za. Through SAFI, South African women in furniture are proving that purpose-driven design can create global impact.