The Global Impact of South African Artisanal Craftsmanship

Historically, South Africa has looked abroad for design inspiration, but today, the country’s artisans and creators are forging their own path, setting trends that are gaining international acclaim. At events like the Investec Cape Town Art Fair, Design Week South Africa, and Cape Town Furniture Week - culminating in February 2025 - local talent took center stage, showcasing an exciting blend of tradition and modernity.

Sophia Marks, the owner of Ruby Watts Lighting in London, was captivated by the work she encountered at Cape Town Furniture and Design Week. “The creativity, craftsmanship, and innovation on display highlighted the country’s dynamic design scene. It was exciting to see such a strong fusion of heritage and contemporary design making a global impact,” she said. These events are helping reshape the narrative of South African design, from followers of trends to creators of them.

One standout example is Okracandle. Specializing in eco-friendly, handcrafted candles, Okracandle collaborates with local artisans to push the boundaries of what artisanal craftsmanship can achieve. “While we continue to draw design inspiration from the world, it is now looking to us as well.”, says Michelle Rust, co-founder of Okracandle.

Designers like Gabrielle Kruger, a contemporary artist who also showcased her work at the Investec Cape Town Art Fair, are representative of this shift. Kruger’s bold approach to acrylic painting, blurring the lines between sculpture and traditional painting, is a prime example of how South African designers are embracing experimentation. "Cape Town, in particular, is a playground that cultivates exceptional talent,” Kruger says. “It fosters a real drive and appreciation for opportunities.”

One of the most exciting developments was the launch of the NURU showroom, which made its debut at the Investec Cape Town Art Fair. Located in the historic Mutual Heights building and curated by Lezanne Viviers and Didi Mogashoa, NURU showcases a curated selection of luxury African designers who embody a deep connection to craftsmanship and authenticity. The space highlights the shared values of African designers - sustainability, cultural pride, and innovation.

Alongside established brands like Viviers Studio, Kat van Duinen, and Shellegance, NURU presented a striking candle installation by Okracandle that wowed visitors. This installation wasn’t just about the artistry - it underscored NURU’s larger mission to amplify African voices in global design conversations.

Pedersen + Lennard, a Cape Town-based contemporary furniture brand, also reflects the strength of South African artisanal design. The brand's commitment to sustainability and local craftsmanship has earned international recognition. Luke Pedersen, co-founder of the brand, notes that over the past 17 years, global design interest in South Africa has skyrocketed. “The response is always extremely positive, and you can tell people are surprised by the unexpected quality found in design and craftsmanship in South Africa," says Pedersen.

This growing interest in South African design is not just a trend - it's part of a larger global movement. A 2023 UNESCO report predicted a 42% increase in demand for African haute couture by 2033, further cementing the continent’s place in the global design industry.

As South African design continues to rise on the international stage, it is crucial to understand the true meaning of "artisanal" - a term rooted in authenticity, craftsmanship, and sustainability. By continuing to champion local talent, South Africa is poised to play an even larger role in shaping the future of global design.