Every woman has a stake in the business.
"Every tassel represents one woman empowered.”
Nearly a decade ago, The Handwork Hub began as a community project operating informally within the communities of Sir Lowry’s Pass Village, Nomzamo, and Macassar. This job creation initiative initially employed 23 women. Within six months, that number had grown to 30. Thanks to the Heineken Beverage’s E+Scalator Project the business was able to secure it's own dedicated premises located in Asla Business Park, Strand. This move marked a major step forward, offering stability, space, and the opportunity to grow. It’s within walking distance of the township where most of the women live—making access easier and the work more sustainable. Currently with over 50 women, the business has steadily expanded it's capacity and now offers additional handwork and finishing services to other companies. We are delighted to have been empowered and are grateful to Heineken for standing by our side.
Amarula is a brand rooted in empowerment. From the women in Phalaborwa who handpick the marula fruit for the cream liqueur, to our women at The Hub who craft the gold tassels for each bottle—these partnerships are built on community and purpose. To us, every tassel represents one woman empowered, and that’s powerful. With us having 90% of the Amarula tassel business, we produce nearly one million tassels each month and we’re incredibly proud and grateful for this ongoing partnership.
With dedicated company funds, The Handwork Hub prioritises meaningful cultural excursions—because creating access, expanding horizons, and recognising individual worth are essential to true empowerment.
These experiences are not just outings; they are intentional investments in each team member’s growth, joy, and sense of belonging. Past excursions have included visits to the Two Oceans Aquarium, Table Mountain, Robben Island, and Aquila Game Reserve. Last year, the team toured Cape Town on the City Sightseeing Red Bus and shared a celebratory lunch at the V&A Waterfront. This year, the group explored the Iziko Museum and Planetarium.
These shared moments reflect The Handwork Hub’s belief that when people are truly seen, supported, and celebrated, work becomes more than a job—it becomes a source of pride, possibility, and purpose.
