Overview

African Divas was founded in February 2007 by Deborah Atkin and Iris Adams. These two ladies met under the most trying circumstances and discovered a common love of, and a concern for people. The overriding motivation for this organisation is the creation of jobs and the provision of skills.

In communities deprived of basic skills and lacking human dignity, African Divas is a beacon of hope because it focuses on skills transfer and the restoration of dignity to peoples many of whom had lost hope. African Divas is the vision of Deborah Atkin and she is the driving force behind the company. Her belief that if you can create a strong brand, you can use it as a vehicle to sell quality products made by communities and so try to eliminate unemployment. We don’t just produce and sell products, we help to change lives.

With the help from our sister Company, which is a registered Non-Profit Orginization, African Divas have been able to train and employ 45 women and men already who were previously disadvantaged in a space of 2 years, allowing them the opportunity to develop a skill and create and produce quality products, specifically focusing on corporate gifting and the retail market.

Social upliftment

Six previously unemployed people formed the initial group who benefitted by being taught skills such as sewing, beading, wire winding, etc. This group has exploded to 45 males and females from diverse backgrounds. All have been skilled and have had their dignity restored by being encouraged to express themselves creatively in the production of African Divas' singularly African product lines. We are proud of the quality and workmanship of all our products and the lives we are helping to change.

Social Responsibility

African Divas works with a registered nonprofit organization aptly named Itshepeng – which means a firm belief that if people believe in themselves there is no telling what is possible. Itshepeng is involved in a feeding program, a maths and science bridging course as well as providing our corporate sponsors with a ready pool of prospective employees.

Many individuals have through its ‘circle of friends’ been placed in positions where they help make a difference within the companies that we have placed them in. We are feeding in excess of 500 people per day as a result of the sponsorship of one of the businesses in the area. African Divas and Deborah are directly involved in finding sponsorships for the projects run by Itshepeng. Building relationships with our clients based on trust makes for long-term sponsorships.

Marketing

African Divas specialises in the design, manufacture and marketing of exclusive African art & craft. We also have a range of ceramic's, tablewear, cushions and childrens toys made to supply retail outlets. These products have wider appeal as they are not the quality of the items produced by African Divas is of such a high standard that everyone in the hospitality industry forms a natural market.

The corporate market with its continuous need for high quality gifts is also a natural market. Kairos furniture designs falls under the African Divas brand and as such complements the basket of products to the hospitality industry especially guesthouses, hotels and lodges.

We have recently sent a container full of products to Europe. We have signed an agreement with an agent for Spain and Portugal and hope to develop a base to supply the European market. ABC Home and Carpet in New York have placed orders with us with more pending.

<< back to about African Divas

To create awareness through education, train and employ previously disadvantaged men and women and undertake programs which facilitate upliftment of socially and economically deprived strata of society, since education and training is a very powerful tool that will give disadvantaged and often abused women back their power.

To improve the quality of life in poorer areas especially for women and children through skills and education so that they are better able to express themselves and most importantly HELP themselves.

To create and produce products that's quality is noticed and sort after within the Corporate and retail markets, utilising the skills and artistic expression of the previously disadvantaged men and women, now proudly part of the African Diva Brand.

To train more women and create more job opportunities by selling our quality products to every Proudly South African Company who share our passion for uplifting and bettering our communities.

<< back to about African Divas