From the Desk of Executive
Director, Nerisha Jairaj
Progress in our industry is not over night, it’s built step by step, through shared knowledge, consistent engagement, and the willingness to show up, both locally and beyond our borders. April reflected this balance, as we continued to invest in our members while actively opening doors into new markets.
This month brought together practical learning, real market engagement, and meaningful industry participation. From strengthening how our members position their businesses, to creating opportunities for direct buyer engagement, the focus has remained on ensuring that our sector is not only visible, but ready.
In an environment where trust, adaptability, and connection matter more than ever, these engagements are critical in building a stronger, more competitive industry.
Best regards,
Nerisha Jairaj Executive Director, SAFLEC
Table of Content
- SEDFA Webinar Empowers Brands Through Visual Storytelling
- Micro Export Program Empowers 10 South African Businesses for Global Growth
- Stepping into the Future: 3D Footwear Design Training Empowers Local Brands
- Collaborating for Market Insight: SAFLEC, SACTWU, and the German Chamber Explore Entry into Germany
- Trade Shows – October Highlights
- Join The Movement: Don’t Miss Out
- Calendar & Upcoming Events
- Social Media
The Rand Show in Johannesburg remains one of South Africa’s most established consumer exhibitions, drawing thousands of local visitors and attracting international buyers eager to discover new products. Its scale and reputation make it a powerful platform for showcasing the strength of our sector and building credibility with diverse audiences.
This year, participating companies achieved strong results in both sales and brand positioning. Collectively, more than half of the stock carried to the exhibition was sold, with additional online purchases recorded in the weeks following the event. Beyond immediate sales, the presence of international buyers provided valuable exposure, opening pathways to export opportunities and reinforcing the reputation of South African brands on the global stage.
Key Outcomes
- Over 50% of carried stock sold collectively
- Increased customer engagement and brand visibility
- Additional online sales driven post-event
- Exposure to international buyers and potential export opportunities
Why This Matters
- The Rand Show’s scale and credibility amplify trust and visibility for South African brands
- Converting awareness into immediate and follow-up sales strengthens commercial impact
- Combining physical exhibitions with digital platforms maximizes reach and customer loyalty
- International buyer interest expands market footprints, strengthens credibility, and positions the sector for global growth
Together, our sector continues to prove that South African footwear and leather can compete—and win—on the world stage.
Namibia Trade & OFDI Mission – Expanding Regional Opportunity
From 13–17 April, SAFLEC participated in a Trade & OFDI Mission to Namibia in partnership with Wesgro, as part of our Africa drive. BLNS is one of our largest markets and with exports having dropped to the BLNS region this past 2025, re-growing means re-building relationships and creating more network of buyers for our members.
There is real value in being present in a market—engaging directly with buyers, understanding their needs, and building relationships that go beyond initial introductions. The mission created space for these conversations through structured B2B sessions and one-on-one engagements with key stakeholders.
Key Outcomes
- Strengthened relationships with regional stakeholders and buyers
- Increased visibility of South African footwear and leather products
- Facilitated direct engagement through B2B and buyer meetings
- Enhanced understanding of market requirements within Namibia
Why This Matters
- Reinforces Africa as a key and accessible export market
- Highlights the importance of in-market presence to build trust and credibility
- Creates pathways for members to enter and grow within regional markets
- Supports long-term trade through relationship-driven engagement
On 14 April, EFLC hosted a marketing workshop facilitated by Stuart Hopwood, attended by 10 SMMEs.
The session created an open and practical environment where businesses could reflect on how they present themselves to the market. Discussions were grounded in real challenges, with a clear focus on strengthening how brands communicate their value.
Key Outcomes
- 10 SMMEs trained in practical marketing strategies
- Improved understanding of brand positioning and communication
- Strong participant engagement with immediate applicability
Why This Matters
- Strengthens the ability of businesses to position themselves competitively
- Improves market readiness for both local and export markets
- Supports growth through stronger brand visibility and communication
Upcoming Shows
As part of ongoing market access efforts, SAFLEC members will continue to engage on key international platforms, ensuring consistent global visibility and access to new buyers.
- Guangzhou Shoe & Leather Show (20–22 May 2026) in Guangzhou – 10 companies exhibiting
- Korea Import Fair (23–25 June 2026) in South Korea – 10 companies participating
Upcoming Workshops
- Arsutoria Durban 25 -29 May 2026
- Arsutoria Cape Town 1 – 2 June 2026
April reflects a balanced and steady approach—strengthening capability while actively engaging new markets. Each initiative, whether local or international, contributes to building a sector that is more confident, more visible, and better prepared for growth.
“As an industry, our strength lies in how we show up—whether it’s in developing our capabilities, engaging new markets, or standing confidently behind the quality of what we produce. Every step we take builds the foundation for long-term growth.”
This is your chance to learn, grow, and prepare for the future with confidence. Together, we are shaping an industry that is competitive, sustainable, and proudly South African.
Not a SAFLEC member yet? The industry isn’t waiting—and neither should you. Get access to funding, exclusive trade missions, premium training, and more. Email prenisha@saflec.co.za to unlock the benefits.
Stay Connected Let’s keep flying the flag for South African craftsmanship together—follow us and be part of the story:
Let’s keep moving forward positively no matter the challenges.
Warm regards,
Nerisha Jairaj Executive Director, SAFLEC