Thusana is all about supporting each other and celebrating local talent, writes Katrine Anker-Nilssen.
When Charlene Udal attended The Global Leadership Summit in Chicago five years ago she felt challenged to do something that would really make a difference. “Seeing first-hand how the cycle of poverty keeps people locked in a place where they have little choice but to live hand to mouth is heart-breaking,” she says. “However they know what their gifts and talents are, and they’re already passionately using them. But they need a platform to sell their products.”
Thusana was born out of a desire to create that platform. “It’s a place where South Africans can support each other – not from a place of pity, but one of genuine appreciation, respect and a love for craft,” says Charlene.
Owning a digital marketing agency, it made sense for Charlene to use what was in her hands, and the idea to create an e-commerce platform came about. “Unfortunately it remained a dream for four years,” she says. “But then my husband Brett grew tired of me talking about it, and during lockdown he encouraged me to just go for it. We both dug into our savings and started building the site.” Brett, head of music at Hilton College, and Charlene married five years ago after meeting online, and between the two of them have three sons. “We’re part of Open Skies Church and I serve most Sundays at our Giba campus in Dassenhoek. I love the spirit and sense of community in the township – going there is food for my soul, and has kept my desire to do something to help people living in poor situations alive,” says Charlene.
Thusana, which means ‘help each other’ in SeSotho, has a long way to go to reach its vision, but the e-commerce site already has five Thusana Friends onboard. “We don’t charge anything for products to be on the website. As a Thusana Friend, you only need to offer us wholesale pricing so we can make a small profit. Thusana is not a charity or an NPO, so we need it to make a profit so we can make it sustainable in the long term,” explains Charlene – adding that she looks for four character traits when accepting new Thusana Friends. They need to be resilient, resourceful, remarkable and respectful. “Giving up is not an option, and believing in using what’s in your hands as well as making sure no harm is done to the planet or others is also crucial, “ she says. “The products they produce are world-class. There is no reason for us to buy similar products from anywhere else other than local.”
The first ladies to join were the Sisters in Craft – a resourceful and determined group of women living in extremely poor conditions in rural KZN. Some of them are grandmothers supporting grandchildren, others are dealing with husbands that do little to bring in any income and are the sole breadwinners. The other ladies are part of the Philippa French team of beaders and live in the Valley of Thousand Hills. “These ladies are self-employed through the incredible business model Philippa Stark has put together, and their work is being sold around the world,” says Charlene.
Thusana.com launched in November with a range of handcrafted Christmas decorations “Making our first online sales and being able to EFT the proceeds into the ladies’ bank accounts was so exciting and rewarding,” says Charlene – who has been in marketing for 20 years. Her 10-year-old business, BrandHeart Digital Marketing, employs four people. “I have a responsibility to continue growing my business and not losing focus, which means I work on Thusana in the evenings and on weekends. But I’m learning to accept that I’m on a journey I love, so it’s ok if it takes a little longer than I’d planned.”
Thusana celebrates local talent and the tenacity of our people. “We want to tell the stories behind the products and inspire everyone to choose local. Our dream is to build an e-commerce platform with hundreds of locally manufactured products, and we aim to make it the biggest online platform with the widest range of quality, eco-friendly South African products,” says Charlene – adding that Thusana is so much more than an e-commerce site. “It’s a place that shows off local talent and connects people through the products they produce. We want to build an inclusive community that lifts each other up and celebrates our people’s spirit of ‘ubuntu’ (I am because we are).”
On Thusana.com you’ll meet the people behind the brands and connect with their individual stories. “You’ll fall in love with the products and want to support the people that made them. When you leave, you’ll feel proudly South African and hopefully be inspired to support local more than you did before,” says Charlene, who loves building relationships with the people she meets. “As Thusana grows we will hopefully help change lives and break the cycle of poverty for individual people – every life matters, and that’s what matters most to me.” *
FOR MORE INFO: www.thusana.com, charlene@tusana.com.