Human connection, not scale, is the strength of SA's small brands

Some South African entrepreneurs are defying the odds by focusing on sustainability and storytelling, and carving out loyal followings in a marketplace that rewards speed over substance. By Kara le Roux

- Kara le Roux

In a studio in Woodstock, Cape Town, a group of women crochet hats from hemp and cotton, their movements slow and deliberate. Months later, those same hats sit in a Dior lookbook, worn by models striding Paris runways.

This is the improbable story of Earth Age, a business that began with three friends during lockdown and ended up collaborating with one of the most recognisable names in fashion.

Its story is also a blueprint for small businesses in South Africa trying to make sense of a market that rewards sameness and speed over meaning and craft.

The “never say die” spirit of a small business is often romanticised. The reality, however, is that the market is tough and only getting tougher.

Consultancy company Kantar’s annual Mzansi Consumer Barometer tracks national consumer behaviour. Its latest findings show that South Africans are concerned about unemployment, corruption, crime, spiralling living costs and load shedding.

The survey also found that household income was unpredictable in South Africa, as the sources of income varied from month to month, making it difficult for businesses to plan sales, said Stacy Saggers, commercial growth director at Kantar.

When the money does come in, it doesn’t stretch far. Consumers are cutting back on things like luxury food items, alcohol, entertainment, going out and clothing.