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In 2016, fashion designer Tumiso Hlabyago exhibited for the first time at the annual Proudly SA Buy Local Summit and Expo.
Six months prior to doing so, Hlabyago resigned from her job to concentrate fully on her business, Ladybird Fashion Design, which specialises in creating garments for bridesmaids and groomsmen.
A businessman who owns a lodge approached her exhibition stall at the summit and asked if she could make ponchos out of the same fabric used to make Basotho blankets. Although she had no experience in designing and putting together such items, she nonetheless took up the challenge and is now almost ready to deliver her first order.
“It is an ongoing project to make sure the quality is right,” she said.
“It has stretched my production line. Hopefully, I can supply ponchos for winter.”
Hlabyago, whose store is located in the Newtown precinct in downtown Johannesburg, said that until she exhibited at the local summit, most of her customer base was derived either from walk-ins or word-of-mouth recommendations.
Marketing her fashion line on social-media platforms, such as Facebook and Instagram, had also helped attract clients.
Then a friend told her about the summit.
“My friend said that the event promotes all locally made items to bridge the gap between our economy and our importing goods from China and other countries.
I took an interest in the summit as a businessperson because I am passionate about promoting locally manufactured goods,” she said.
Ladybird Fashion Design sources its raw textiles locally and designs garments that typify African chic. Two years after she opened the store, her business received R10 000 from SA Breweries’ KickStart fund, which supports new business ventures.
Since then, Hlabyago has been running the business using proceeds from sales and her own finances.
She is exhibiting again at this year’s two-day summit, which will be held at the Sandton Convention Centre tomorrow and on Tuesday.
“I am hoping to get international exposure, so I can see if there are potential clients doing business elsewhere who are interested in buying clothes made by a South African designer,” she said.
Proudly SA, the organisers of the summit – this year marks the sixth edition – describe it as an essential platform to promote interaction between business enterprises, entrepreneurs and procurement decision makers.
According to the organisers, “the event aims to promote an understanding of the role that procurement decision makers have in contributing towards South Africa’s economic growth through the uptake of local products and services”.
Tomorrow, the first day of the summit, small and medium-sized enterprise owners will attend a workshop on how to navigate red tape and legislation to ensure their businesses are fully compliant with the law. They will also receive tips on marketing and ways to ensure they remain commercially sustainable.
On the second day, there will be panel discussions and additional workshops for business owners on the importance of doing business with each other to promote local procurement of goods and services.
Top brands and smaller enterprises will exhibit their goods and services throughout the summit.
A survey conducted by Proudly SA to determine the satisfaction levels of exhibitors at last year’s event showed that 70% of the brands and enterprises were likely to exhibit again this year. More than 96% of those surveyed rated the format of the summit as either good or excellent. The overall quality of attendees was also praised.
This year’s summit comes at a time when South Africa’s poultry industry is in trouble. It has had to shed 6 000 jobs over the past 12 months as some of the country’s leading local producers shut down plants because of the proliferation of cheap imported chicken from the US and Europe, as well as decreased domestic demand for local cuts.
The Franchise Association of SA (Fasa), which represents the interests of franchisers in the country, has urged its members to support local procurement to boost the economy and create jobs.
“For every shop, restaurant, business or office franchise that opens, the ‘buy local’ message must be top of mind,” said John Baladakis, former chairperson of Fasa.
“From ingredients to packaging to shop-fitting – all those elements can be procured locally and have the potential to make a difference to our economy and the jobs landscape in South Africa.”
His views were echoed by Eustace Mashimbye, chief executive of Proudly SA, who implored franchisees to buy local to keep jobs in this country.
“We are happy to have the support of such an important sector and hope that franchisees understand how buying local assists in job creation,” he said.
