When you think of carpenters, the artists who take pieces of wood and craft them into beautiful, functional pieces of furniture, the person in your mind is seldom a woman. Through Pernod Ricard South Africa’s Phakamisa iSpirit festive season campaign, Petunia Motsa, Nonhlanhala Nyelele and Sibongile Ncumalo are about to turn that stereotype on its head.
Phakamisa iSpirit is a campaign spearheaded by Pernod Ricard South Africa that aims to empower some of South Africa’s most seen, yet unnoticed craftspeople – the makers of furniture, artwork, and other fine goods.
To do this, Pernod Ricard has partnered with the Gauteng Department of Economic Development and Furntech to help upskill these local artisans to become change agents in their local economies.
The campaign kicked off in 2021 when Pernod Ricard invested R38 million into the project to get it up and running. Building on last year’s success, Pernod Ricard is investing another R29.7 million into Phakamisa iSpirit this year.
Gregory Leymarie, CEO of Pernod Ricard South Africa and Sub-Saharan Africa, says, “Two years ago we decided to reroute the portion of our festive season budget traditionally spent on imports, into the local economy instead. That decision gave birth to Phakamisa iSpirit and we are so proud of what we have been able to achieve so far that we are expanding the scope of the campaign to give more makers a chance to empower themselves.”
It's no longer a man’s world
Motsa, Nyelele and Ncumalo are part of this year’s intake of eight beneficiaries who will all receive SETA-accredited training that covers carpentry, business management, manufacturing, technology, and accounting. This will allow them to hone their skills and gain access to a considerable pool of resources and tools. By the end of 2023, Pernod Ricard hopes to have a class of 30 beneficiaries.
Motsa’s journey has been unique. She began her employment journey as an Admin Officer in the Department of Social Development, but it was not long before her creativity led her down a new path. She soon found a love for flipping old furniture into bold, bespoke new forms and is now looking to a future where her labours of love will be available everywhere from art galleries to Amazon.
Nyelele’s artisanal roots run deep. If you asked her, she would happily tell you that she has always had an affinity for woodworking which is why she has worked in the sector for years. Her goal now is to improve her skills so she can create world-class products that her customers fall in love with.
The brand savvy Ncumalo has a knack for creating custom pieces that exude the love she has for her work. She has developed a reputation for understanding what her clientele wants and building to those specifications without sacrificing creativity. With Phakamisa iSpirit, she hopes to take her craft to a new level.
Lending a helping hand
Ordinary South Africans can also help change the lives of local artisans. Every time you purchase a bottle from one of the participating brands – Ballantine’s Finest, Absolut Vodka, Beefeater London Dry gin, and Chivas Regal 12 YO (each presented in unique packaging) - R5 from every bottle sold will go towards uplifting local makers. To date, more than R2 million generated through the campaign has gone directly toward helping the makers.
Leymarie concludes, “These exceptionally talented women have managed to carve a path in a very male-dominated space. Along with the other Phakamisa iSpirit beneficiaries, they have shown us that South Africa’s wealth is not only in her resources but in her people. As such, we felt it is our duty to give them a platform where they can develop their skills and eventually show the world what we see in them.”
Visit www.i-spirit.co.za to learn more about the Phakamisa iSpirit festive gifting campaign.
