From homegrown studios to global showrooms, women are transforming South Africa’s furniture industry. Through creativity, resilience and purpose, they are proving that diversity is the foundation of lasting, inclusive growth.
27 October 2025, Johannesburg: Across the country, women are carving out their place in the furniture and décor sector, combining creativity with entrepreneurship to build brands rooted in sustainability and cultural identity.
Women shaping the next chapter of South African furniture
“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 only 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 competitiveness and gain international exposure. 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 says. “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 exhibitor was Dipuo Pakathi, Managing Director of Denic Cabinets. Her engineering background and entrepreneurial vision have reshaped bespoke cabinetry in South Africa. “My journey began while renovating my own home,” she says. “I saw a gap for high-quality, custom-built cabinetry that reflects each client’s individuality.”
As a qualified engineer, Dipuo combined technical precision with creative design to build Denic Cabinets, a business now employing local artisans and steadily expanding. “The manufacturing and carpentry sectors remain male-dominated,” she says. “But perseverance, continuous learning and SAFI’s mentorship 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 business for global expansion. “Representing South Africa at Index Saudi Arabia was humbling,” says Dipuo. “It reminded me that our craftsmanship can stand alongside the world’s best.”
A network built on collaboration and confidence
Samantha van Rooyen, founder of Unearthed Home Décor, shares a similar path. 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 structure and self-belief.”
While Razaan and Samantha are Associate Members complementing the furniture value chain, full members such as Denic Cabinets, Outdoor Workz, NC Upholsters and Casamento represent South African manufacturing excellence. Together, they highlight SAFI’s commitment to collaboration across the design and production ecosystem.
“Becoming a SAFI member means joining a connected, supportive network,” says Symons. “Associate Members gain mentorship, export opportunities and visibility, while full members receive deeper industry support and trade exposure. 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.”
In Cape Town, Sarah Findlay-Hamilton of Outdoor Workz has grown a proudly local brand producing premium outdoor furniture that blends durability with design. “Women tend to lead with integrity and collaboration,” she says. “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 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” reflects the spirit of women who see design as both art and advocacy.
Fostering gender diversity for a stronger industry
SAFI’s inclusive membership approach supports women at every stage of their entrepreneurial journey. Members gain access to mentorship, export support, industry insights and visibility across national and international networks.
“Our focus is on creating real, lasting opportunity across the industry,” says Symons. “When entrepreneurs have access to resources, mentorship and platforms to trade and be seen, the sector grows stronger, more diverse and more resilient.”
A movement taking shape
The rise of women in South Africa’s furniture industry is defining the next era of design leadership. “These women are proving that creativity and courage can reshape an industry,” says Symons. “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 and networking – visit https://southafricanfurnitureinitiative.co.za. Joining SAFI connects entrepreneurs to a collaborative national community working to strengthen local manufacturing, unlock market access and help the South African furniture industry thrive.
