Before setting up a commercial endeavour, we’re told we need a business plan, a budget, a forecast – a bucketload of ‘wishful thinking’, truth be told, when you’re trying to enter the market in a recession and with a product that’s untried and untested. For the upcycling projects under the ‘Good for Namibia’ banner, this means that business development out in the real world is likely to be a far more organic process (if you will pardon the pun).

As Amory, Julia and I have discovered with the pilot enterprise, ‘Sew Good Namibia‘, some of our objectives and plans have fallen away as others have emerged to take their place. Certainly, my initial idea to market items and take orders online hasn’t taken off: Namibia, it seems, isn’t ready to purchase products without seeing them. And environmentally conscious locals already have their own reusable shopping bags, often purchased overseas, so they’re not ready to buy more (albeit they report never remembering to take their existing ones out of the car when they visit the store!)

The latest stats show a small but steady growth in visitors coming to Namibia over the past decade and so these folk represent the group of consumers we are aiming to reach in 2020, while we continue to meet the needs of locals who are growing increasingly aware of ‘green living’ choices, of course. We’re therefore very happy that speculative emails recently sent to a few Windhoek B&B and self-catering accommodation establishments have resulted in some interest from managers who wish to offer our patchwork bags to visitors who will be looking for locally made souvenirs and reusable bags for shopping in town or travelling around the country – especially important since the ban on single-use plastic bags in national parks came into force.

Lined tote bags made by the ‘Sew Good’ project specifically for the tourism market. Thanks to all at Rivendell Guest House for agreeing to stock this first consignment.

A big ‘Thanks!’, therefore, to Erika at the Rivendell Guest House who liaised with the owners and arranged to place some of our bags on consignment, the such first tourism-accommodation establishment to do so. We hope that as the tourism season begins we will be able to deliver regular volumes for them to sell on our behalf; backpacker lodges and similar places have also expressed an interest in showcasing similar items. This is probably a more realistic way to sell the bags than renting a stall at the regular markets (which mostly cater to locals), especially as the hardworking women of the project simply don’t have time to attend to a stand over the weekend when they work all week already.

(2026 update: just as our plans to stock B&Bs, guest houses and similar establishments were gaining some traction, the Covid-19 pandemic began to have a disastrous effect on Namibian tourism businesses. Like many other places, Rivendell Guest House had to close down operations temporarily, and then cease operations entirely.)

Yesterday, I spent the morning outside a large supermarket in the centre of Windhoek, showcasing ‘Sew Good Namibia‘ items at the invitation of the Namibia Bird Club, which was selling its calendars there too. Besides discovering that there’s a fine line between engaging potential customers through banter and making them feel borderline harassed (diplomacy not being my forte!) the time spent allowed me to engage in a bit of fieldwork.

Firstly, it was clear that the vast majority of people heading to the shop in question already had their own reusable bags – most of which seemed to have been purchased in-store previously (although many admitted that they tended to forget to bring them along at times). However, the reusable recycled-plastic bags (plus paper sacks and canvas bags) sold by major retail chains in Namibia are NOT made locally, although engagement with the management of one company may allow the ‘Sew Good’ project to rectify this in the future. If so-called eco-friendly products need to be transported long distances then, of course, their value as ‘green’ products diminishes as the carbon footprint of importation from overseas increases.

Only perhaps 10% of customers were still buying ‘single-use’ plastic bags at the till to hold their purchases although – as several pointed out – the bags would be repurposed at home later or, indeed, used over again at the shop.

Secondly, an alarming number of people were leaving the store with a cart literally filled with purchased bottled water. The city is currently operating under water restrictions because of the recurrent drought but penalties only accrue for truly profligate use, such as that resulting from garden sprinklers left on all night, so it doesn’t make sense that people would be buying expensive bottled H₂O so as not to end up with a huge domestic water bill from the municipality. Our tapwater is potable (although it does sometimes have a rather odd smell it’s true) so it would be interesting to know why, in a recession, Namibians still buy bottled water – especially those brands that are essentially fancy tap water.

Thirdly, there’s potential for a range of location-specific products that ‘Sew Good Namibia’ should be testing out. With the weekend braai deeply embedded in Namibian culture, the numbers of customers dropping by the store just to pick up an armful of bread rolls (brötchen) in a large (single-use) plastic bag certainly gave food for thought, as it were.

And lastly: ‘Sew Good Namibia’ shopping bags are made from high-quality furnishing fabric samples and should last many years. This essentially means that we will (theoretically) run out of customers for this particular product line eventually. But many interested clients yesterday were looking to purchase our patchwork bags and other items as gifts (especially for friends and relatives overseas) because the ranges are uniquely Namibian and also gorgeous (neither of which can be said of certain alternatives on the market, I would venture, which are often actually manufactured elsewhere and have limited aesthetic appeal). Certainly this is an avenue we are already looking to explore through connecting up with tour companies and visitors on holiday who will want to take home souvenirs that contribute towards uplifting local communities.

The few hours spent at Maerua Mall were very productive. Not only did I leave with my mind buzzing with new ideas for products and marketing but the lovely bags made by Amory and Julia also sold well and will provide a welcome injection of cash to their households in the run-up to Christmas (which is also wedding season here, and therefore a time when finances are especially stretched).

Doesn’t Jordan Belfort say that the best time to sell to the public is in a recession? Well the many overheating vendors trying to interest customers in their wares at The Shed market outside Windhoek this weekend might not agree with him, generally speaking. It was (blisteringly) hot and windless, and we were competing with the rugby, the soccer, the beer, and the tendency of potential buyers to save their cents for Crimbo (that’s ‘Christmas’ to non-Brits).

Nonetheless at this wonderful craft fair, the first time ‘Sew Good Namibia‘ has marketed its products directly to the general public, we actually seemed to do MUCH better than the other traders around us – perhaps the novelty factor was working in our favour? The craftswomen all managed to make a healthy income from sales of their lovely products and generate interest in our upcycling ethos. The concept is definitely gaining traction… We also got some good ideas for product development from interested people who came by to chat.

(2026 update: Windhoek has long hosted a popular ‘Boeremark‘, but beyond that single monthly event, other such sites were rare until 2019, when the concept saw a sudden explosion of craft and food venues – to the extent that eventually there were too many to choose from as the calendar became choked with identical competing markets. Even during the pandemic however, they continued to do quite well but eventually nearly all of them were shuttered as locals became tired of them. Participating requires a huge amount of planning and effort, plus the expense, often, of booking a spot. We are therefore grateful to be represented now by Windhoek Clean Up at two weekend markets in Windhoek: Green Market Windhoek (Saturdays) and The Village Market (Sundays).)

Anyone with zero experience trying to launch a project from scratch, especially one in a resource-poor country in deep recession, is going to have moments that just feel like ‘one step forwards and two steps back’ we have found. I have to give a shout out to Julia Gomachas and Amory Tjipepa, who have been more than patient as we debated ideas, created prototypes, and – often – went back to the drawing board on the way to developing viable product lines.

Eventually, they managed to create a little upcycled bag that fits into a tiny sack in your handbag or pocket when not in use – because we all forget to take our full-size ‘Sew Good Namibia‘ reusable shopping bag to the store from time to time and only remember we need one when we realise we are going to be charged for a plastic carrier bag just to hold a carton of milk.

They also have been hard at work experimenting with making net and organza drawstring bags that can be used to hold loose fruit and vegetables bought at the store weighing station – thus reducing the amount of plastic packaging you are forced to take home with you.

And I have been putting my long-dormant domestic-science class skills to use to make little applique felt birds that will be added to all the bags we sell soon at the Namibia Bird Club stall at the craft market at The Shed (19/20 October).

It’s important that we mention the support we have received today from two new donors too: the Mammadú Welcome Center arranged for us to collect a large selection of buttons, fabrics, ribbons and other sewing supplies (as well as three sewing machines that they no longer need) from their beautiful premises in Otjomuise, Katutura. We are very thankful for the support of this amazing organisation, which is doing such good work for the children in its care.

Promotional billboard banners made from PVC are not easy to dispose of in an environmentally friendly manner in Namibia and ‘Sew Good Namibia’ is exploring options to turn them into an exciting new product soon. We are grateful to Grace and Michael of Gecko Signs, in Windhoek, who were generous enough to give us one of their old banners to experiment with.

(2026 update: developing a new idea, from sketching out a pattern to fashioning a prototype to initiating full-scale production through to marketing and promoting sales is a lengthy and time-consuming labour of love. Over the years, we have followed this process through to the production of a VERY great many items suggested to us by people – summer and winter scarves, baby quilts, pencil cases, phone covers, hair scrunchies, gift-wrap bags, as well as the 2 mentioned above … and only a very few have seen promising sales in the end. The beach bags we hoped to make from the billboard banners turned out to be one concept that was well outside the capabilities of our sewing machines, for example. Rather than having an inventory of less-than-popular creations sitting in the storeroom unsold and gathering dust, we now focus on just a handful of things – mostly bags and table runners – that we know will bring in income for the craftswomen, month in and month out. Ms Loide Kambida, in Walvis Bay, makes wonderful stuffed toys for sale at the coast, too, and these have proved to be a best-seller for the co-operative.)

Yesterday was the first time that ‘Sew Good Namibia‘ has had an opportunity to showcase the items made by the three women now upcycling donated fabric into household items. The International Women’s Association Namibia very kindly invited us to exhibit examples of the project’s current products at their coffee morning in Windhoek and a number of shopping bags (to replace single-use non-biodegradable plastic carrier bags) and sets of net sacks (for purchases of loose fruit and vegetables) were bought. We also took some orders, engaged in valuable networking, and received some great ideas for future product lines.

It’s interesting to see that while we have received a great deal of interest in our Facebook page, this hasn’t really translated into sales yet. It seems to be the case that when people can see the quality of the goods made by Julia, Amory and Margrieta in person, and talk to someone directly involved – that’s when the human connection is made and people really want to support the group.

With that in mind, we will now be focusing on making items with a ‘birdy’ theme since the Namibia Bird Club has generously allowed us space on their stall at the forthcoming craft market at The Shed, outside Windhoek (19th and 20th October).

The ‘Sew Good Namibia‘ project has a new member, who will be focusing on hand-sewing patchwork blocks in order to expand the range of products the group can offer. Ms Amory Tjipepa works in the security control room of an estate outside Windhoek and has plenty of time on her hands to make up these items from strips of contrasting furnishing fabric while she is on duty. Clients will be able to then have the finished squares made into cushions, quilts and pet beds.

(2026 update: since its inception, the ‘Sew Good Namibia’ project has remained – of necessity – a micro-scale operation. This is partly a function of the supply of its raw materials – donations of usable discontinued furnishing fabric samples are small in volume, only intermittent, and never guaranteed. But also, taking on a new craftsperson, training them, achieving high standards through strict quality control, and motivating them to create items when they only get paid once the product is sold has meant that, at the time of writing, we only have four women making items for the co-operative. Many, many others have been taken on, then proven unsatisfactory for a variety of reasons. Therefore, in terms of communication and logistics, four has turned out to be the optimum number for smooth running of the business and plans to expand have been shelved for all time. However, as the fabric has to be prepared (sticky backing paper removed, shrinkable material washed) before it can be sewn, the women sometimes sub-contract this important step to the youth in their communities.)