Five women-led businesses make up The Watershed Design Lab’s newest addition of local brands this year, Cape {town} Etc reports.
Entrepreneurs Nadia Appleby, Nomava Damoyi, Pai Kondile, Thabo Makhetha-Kwinana and Sam Olivier are embarking on a ‘new chapter of sales experience, public exposure, and revenue generation’ as they take up a year-long residence at the living laboratory-cum-retail store.
This Craft and Design Institute (CDI) and V&A Waterfront programme is supported by Business and Arts South Africa (BASA) and offers an entry point into the ‘retail environment at a major tourist destination’.
The Watershed Design Lab has proven to be a successful launching pad for emerging brands since 2021, with the 2022-23 cohort having generated more than R1.24 million in sales.
Furthermore, two of the brand owners have since set up their own permanent stores at the V&A Watershed.
Nadia Appleby of Meraki Accessories
What originated as an artistic outlet during the COVID-19 pandemic has developed into a range of ‘intricate and versatile’ jewellery.
Crafted with attention to detail and imbued with a deep sense of purpose, Meraki Accessories is an expression of Appleby’s passion and personality.
Using the art of glass beadwork to bring contemporary designs to life, the earrings and necklaces crafted by Appleby are delicate and striking.
In monochrome, pastel and bright colours, the range is just as diverse as the women who wear it. Beyond being easy on the eyes, the brand is deeply rooted in a sense of purpose, dedicating a portion of every sale to meals for individuals who are in need.
Nomava Damoyi of Lindo Leather
Leathersmith Nomava Damoyi started her business as being self-funded and family-run out of her children’s bedroom at her home in Khayelitsha.
With a goal to empower the community where she found her first customers, Damoyi and her husband and co-founder employ a team of leather workers from their community, working with machines that were bought with the business’s first profits.
Since hand-making the first wallets and belts, Damoyi has witnessed her enterprise develop into an exquisite range of belts, wallets, bags and many other accessories.
Made from high-quality leather offcuts, each accessory is sustainably crafted and manufactured with care. The shades and textures are a sight for sore eyes and the brand is geared towards ‘comfortable and practical use’.
Pai Kondile of Shumba Bags
While she was working in the male-dominated field of investment banking, Kondile’s statement handbags became a source of self-expression and confidence.
As a way to pass on her experience to women similar to her, Kondile began to embroider purpose-filled illustrations onto high-quality leather bags.
Behind every bag, there’s a rich and layered story, inspired by the singular strength, style and poise of African women.
A blend of embroidery and appliqué are applied to create this collection inspired by and created for powerful women.
By using bold colours and striking designs, each bag is decorated with a portrait of a regal woman in traditional dress and named after a different African language.
Thabo Makhetha-Kwinana of Thabo Makhetha
Thabo Makhetha-Kwinana created her fashion label to give women the opportunity to wow with luxurious Basotho-inspired fashion, as the jackets, capes and coats are made from distinctive Basotho blankets, that are used as fabric.
The latest additions to the collection are made with custom-printed 100% cotton inspired by these ‘traditional textiles and patterns’, while also drawing on symbolism from Makhetha-Kwinana’s family lineage.
This contemporary take on a cultural custom adds colour and flair and celebrates African heritage with the intention of creating heirloom pieces while keeping sustainability and meaning in mind.
Makhetha-Kwinana made her debut on the runway at Canada’s Toronto Fashion Week and her Starburst Coat was nominated by then Elle Magazine Editor Emilie Gambade as a finalist in the Design Indaba’s Most Beautiful Object in South Africa award in 2017.
Sam Olivier of Tiger Lily Tots
As a new mother, Sam Olivier started to sew sensory toys for her little ones and carefully chose soft, textured fabrics and complementary colours to stimulate and comfort them.
Today, Oliver has employed a team of five fellow mothers who work together to produce toys under the Tiger Lily Tots brand.
These toys are soft to the touch and stitched to perfection, making it easy for customers to ‘feel the love’ the team sews into every item.
Tiger Lily specialises in sensory fabric toys, accessories and decor products.
This means the products include soft animals, cute swings, carry cots and blankets, as well as various beaded decor products like cot mobiles and wall decor.
The brand has set its sights on the global baby merchandise market and aims to increase job opportunities by tapping into local stitching and beading skills.
The Watershed Design Lab welcomed its new cohort in September of this year, with the brand owners participating in the programme until September 2025.
Customers can visit the store daily between 10am and 6pm to show support for the V&A Waterfront X CDI’s latest group of entrepreneurs.
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Image credit: The Craft and Design Institute / (Facebook)
Originally published in Cape{town} ETC.
