SA teddy bears dazzle overseas
LUXURY hand-embroidered teddy bears made in Cape Town have stolen the hearts of shoppers in high-end international stores such as Barneys in New York and Selfridges in London.
Taunina bears, which sell for up to R8 000, are also “empowering” nine African women “to be sustainable artisans”.
Co-founder Tracey ChiappiniYoung, who began the business in 2011 with American Karen Jansen, said women empowerment was at the centre of the business.
“When we wanted to make this bear, we focused on women — who are the heart of the community — and we wanted them to feel like artists and queens and know they are creating the most beautiful product in the world.”
In 2011, ChiappiniYoung and Jansen began a two-year training process with the women.
Each Taunina — a name derived from the Sotho word “Tau”, meaning “lion”, and “Nina”, an acronym for “no income no asset” — is designed and embroidered by one artist over five to seven days. Fabrics used include silk, velvet and shweshwe. Prices vary from R3 610 to R8 090. “We don’t ever make the same bear twice,” said Chiappini-Young.
In September 2012, they scored a deal to work with New York retailer and Bundle founder Allison O’Neill. Five months later, they were stocked in Barneys as part of its Easter display before being snatched up by high-end department store Selfridges. Last year, one bear was auctioned off for R55 000 at the “Chefs Who Share — the Art of Giving” charity event before being featured in designer Marianne Fassler’s showcase at MercedesBenz Africa Fashion Week in October.
“This year, we hope to clinch a deal in Japan in which we will make bears from recycled kimonos,” said Chiappini-Young.
She said 90% of buyers were from the US, Africa and the UK.
For now, most of the income from the bears goes towards staff salaries, material for the bears and trying to grow the business.