Empowered by craft, driven by purpose
From homegrown studios to global showrooms, women are transforming South Africa’s furniture industry. Through creativity, resilience and purpose, they’re proving that diversity isn’t just good for business – it’s the foundation of lasting, inclusive growth.
24 October 2025, Johannesburg: Across the country, women are carving out their space in the furniture and décor sector – combining creativity with entrepreneurship to build brands rooted in sustainability and cultural identity.
“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 its export-readiness and mentorship programmes, SAFI helps entrepreneurs access new markets, strengthen their competitiveness and gain international exposure. Most recently, SAFI assisted several women-led businesses to exhibit at the Index Saudi Arabia trade show, one of the Middle East’s most influential design platforms.
“Trade missions like Index Saudi Arabia give women a powerful voice on the world stage,” says 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 creates sculptural wool-felted décor inspired by nature. “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
Another standout at the show was Dipuo Pakathi, Managing Director of Denic Cabinets, whose engineering background and entrepreneurial vision have redefined bespoke cabinetry in South Africa. “My journey began while renovating my own home,” she recalls. “I saw a gap in the market for high-quality, custom-built cabinetry that reflects each client’s individuality.”
As a qualified engineer, Dipuo combined technical precision with creative design to establish Denic Cabinets – a business that now employs local artisans and is steadily expanding its reach. “The manufacturing and carpentry sectors remain male-dominated,” she explains, “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 (the DTIC), Denic Cabinets gained access to export training, trade missions and networking platforms that positioned the company for international growth. “Representing South Africa at Index Saudi Arabia was humbling,” says Dipuo. “It reminded me that our craftsmanship can stand alongside the world’s best. SAFI’s support gave me the tools and confidence to compete globally while staying true to my roots.”
A network of collaboration and confidence
Samantha van Rooyen, founder of Unearthed Home Décor, shares a similar journey. Her brand celebrates natural form and ethical production through contemporary African design. “SAFI has been a bridge between creative entrepreneurs and global opportunity,” she says. “Their training, mentorship and trade support gave me both the structure and self-belief to scale internationally.”
While Razaan and Samantha are Associate Members – representing businesses that complement the furniture value chain – full members like Denic Cabinets, Outdoor Workz, NC Upholsters and Casamento embody South African manufacturing excellence. Together, they highlight SAFI’s commitment to collaboration across the entire design and production ecosystem.
“Becoming a SAFI member means being part of a connected, supportive network,” says Symons. “Our Associate Members gain access to export opportunities, mentorship and visibility, while full members benefit from deeper industry support, training and trade exposure. Together, these partnerships strengthen South Africa’s design ecosystem and create a united platform for global success.”
From heritage to leadership
For Lucille Bosman of NC Upholsters, entrepreneurship is both a family legacy and a platform for 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.” Her story embodies how women-led businesses are not only driving growth, but also nurturing skills and community in the process.
In Cape Town, Sarah Findlay-Hamilton, founder of Outdoor Workz, has built a proudly local brand manufacturing premium outdoor furniture that blends durability with design. “Women tend to lead with integrity and collaboration,” she explains. “SAFI’s support refined our export readiness and opened real opportunities for growth.” For her, empowerment means turning local craftsmanship into a sustainable export success story.
And in Muizenberg, Starry Eve Collett of Casamento fuses embroidery, upholstery and sustainability to create hand-stitched furniture pieces that tell stories of care and connection. Her vision: “to build a fully Southern African product that grows our local industries”, speaks directly to the spirit of women who see design as both art and advocacy.
Together, these women exemplify the transformative power of opportunity. Through SAFI’s mentorship, training and international exposure, they are proving that when women in furniture are supported, the results extend far beyond profit – they create pathways for innovation, inclusion and lasting change.
Fostering gender diversity for a stronger industry
SAFI’s inclusive approach, through full and associate membership, ensures that women at every stage of their entrepreneurial journey can access training, trade opportunities and exposure. Members benefit from mentorship, export support, industry insights and visibility across SAFI’s growing national and international networks.
“Our focus is on creating real, lasting opportunity across the industry,” says Symons. “When all entrepreneurs, women and men alike, have access to resources, mentorship and platforms to trade and be seen, 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 industry is not just inspiring – it’s defining the next era of design leadership, says Symons. “These women are proving that creativity and courage can reshape an industry. 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 member networking – visit https://southafricanfurnitureinitiative.co.za. Joining SAFI connects you to a collaborative national community working to strengthen local manufacturing, unlock market access and help the South African furniture industry thrive.
ENDS
About SAFI
The South African Furniture Initiative (SAFI) is a public–private partnership established to promote, develop and transform the South African furniture industry. SAFI drives growth by supporting manufacturers and designers through training, export readiness, market access and advocacy. Its membership includes both full members (furniture manufacturers and exporters) and associate members (allied sectors such as décor and design). Through strategic programmes and international trade missions, SAFI empowers entrepreneurs to build sustainable businesses and position South African design as globally competitive and proudly local.
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Antonella Desi
The Line Communications
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Email: ant@theline.co.za
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