KwaMashu craftswoman turns family tradition into a growing business

A handcraft tradition passed down through three generations is helping KwaMashu entrepreneur Zanele Nzimande turn inherited skills into a business that celebrates African culture and creates work opportunities for local crafters.

Nzimande, 36, owns Asemahle Crafters, a Durban-based business that makes and sells cultural bowls, lampshades, wine holders, sugar bowls, placemats and decorative glass covers.

Although the business was formally registered in 2025, its roots stretch back more than 20 years.

Nzimande registered the business after attending a Ditsong Museums training course in Pretoria, where she was encouraged to formalise the family craft.

“I learnt the skill from my mother, who learnt the skill from her mother, my grandmother. I started learning the skill in 2003,” she said.

Before becoming a craftswoman, Nzimande helped with deliveries and other tasks in the family business. As her confidence grew, she began making her own items and finding customers.

Today, Asemahle operates from a small workspace at her home and has four permanent team members.

The closure of the African Arts Centre in Durban, previously one of the business’s main outlets, pushed Asemahle to look for new markets. It now supplies independent retailers in KwaZulu-Natal and receives orders through WhatsApp and referrals.

“Word of mouth goes a long way. We are not at the level we would like to be, but we are making steady progress,” she said.

When larger orders arrive, Nzimande brings in additional crafters to help meet production targets.

“Our biggest selling point is that we prioritise quality,” she said.

However, a lack of funding has limited the company’s expansion.

“We have never received any funding. We have been funding the business ourselves, which makes it difficult for us to grow,” Nzimande said.

She hopes to secure financial support to buy materials and equipment, open an online shop and sell directly to customers.

“My biggest wish is for this business to grow. We have mainly been selling our products through resellers, but we now want to sell directly to consumers as well.”

For Nzimande, success means preserving the inherited craft, creating sustainable work for more local women and ensuring that KwaMashu-made products reach customers throughout South Africa and international markets.

She believes that expanding the business will help preserve traditional crafting skills while creating more economic opportunities for local women. 

To contact Asemahle Crafters, call 071 095 3072.