Faheema Davids turned her love of fashion into a thriving business by creating unique and local scatter cushions while providing meaningful employment to women.
Cape Town, South Africa (04 August 2022) – Faheema Davids, the owner of Joe’s Scatters, bravely stepped away from the fashion industry 20 years ago to start a homeware business. Today, her company is one of the main local suppliers in scatter cushions to stores like @home.
Faheema employs ladies from within her community that have skills in beadwork and hand-stitching to create unique and local cushions for the South African market. Faheema has always loved fashion and textiles, so the move to manufacturing homeware was a natural shift.
Her business started to really grow when she met with a buyer from @home, which forms part of The Foschini Group (TFG). The buyer loved the cushions she had to offer, and so a relationship was formed.
When the COVID pandemic hit, TFG quickly realised that being local and focusing on local supply became a massive stability factor in their production and retail sales. Were it not for local partners like Faheema; they wouldn’t have had any products in-store.
Faheema loves seeing her products displayed in the expansive @home stores such as the V&A Waterfront and Canal Walk. She hopes that sharing her story will inspire others to start their dream businesses and not have fear in approaching large companies like TFG.
TFG is a family, a multi-cultural, massive collective of men and women from local communities all over South Africa striving to better themselves, their lives and ultimately the economy of the country. The company believes in people and, being a major employer, knows that economic stability comes from creating jobs and supporting local suppliers.
For every job created, it supports an average of 5 people and in a country where 50% of the population is unemployed, investing in people matters. TFG currently employs 23,000 people, and this number is growing. They also work to build employment in other ways, such as seeking local suppliers for goods to place in their stores.
TFG wants to see ordinary people equipped with world-class training and facilities achieve extraordinary things. In an industry that has been especially hard-hit, rising above is a true testimony to the ability of TFG to not only stay the course but map out new futures too.
Faheema is one of many lives being changed by TFG.