You can’t miss it. The bright, bold and beautiful patterns of chitenge fabric brings joy and cheer to any home. Tina Aponte, co-founder of the Zambezi Joy Society, shared the incredible #chitengecheer story with Saffa Mag from her current location in Bellville, Texas.
It is right here where Tina has set up a stall at the local market, but the beautiful table settings and a range of gifts aren’t limited to the colourful market, they have in fact become available globally.
To understand the #chitengecheer story, one needs to explore the origins of the exquisite fabric.
The chitenge (or kitenge) is a colourful African garment similar to the sarong, often worn by women, wrapped around the chest or waist, over the head as a headscarf, or as a baby sling. Chitenges have an edging only on a long side and are worn in most central and southern African countries by men and women alike.
But how did it become Zambezi Joy Society? The story is interwoven with that of Royal Chundu Lodge. Voted as the 4th Best Resort in Africa and 9th Best Resort in the World in the Condé Nast Traveler’s 2018 Readers’ Choice Awards, Royal Chundu sits on the banks of the Zambezi River which hugs the border of Zambia and Zimbabwe. It is Zambia’s first and only Relais & Châteaux property and encompasses two lodges, River Lodge and Island Lodge, both with views of the Zambezi.
Our business was hard hit by Covid-19. As 74 percent of our income goes back to the community, it had a devastating impact on the region
It is a tranquil hideaway which celebrates romance and family and offers tranquillity in a secluded setting, but most importantly it is a wonderful success story of community empowerment too.
Tina, co-owner of Royal Chundu explains: “Our business was hard hit by Covid-19. As 74 percent of our income goes back to the community, it had a devastating impact on the region. Tourism dried up and our lodges were empty. The lodge never closed its doors, but it wasn’t possible for tourists to travel, and the first guests only started visiting again in October 2020.”
She says international visitors remain few and far between but added that everyone was delighted with the support they received from the Zambian local tourist market.
With their income cut, Tina knew they had come up with new plans. “We had to find a way to supplement the community’s income and then I spoke to Aggie Banda. She was the perfect partner to join hands with as she not only had the passion, but also the willpower to make it work. That’s how we started Zambezi Joy Society! My goal has always been to empower and uplift the community and we partnered with our management who are stakeholders in the experience business.”
Aggie Banda
Zambezi Maker, Mrs Aggie Banda! Seamstress Queen with a love for all fabrics bright and beautiful, living and working in the Malambo Village on the banks of the Zambezi in Zambia. Aggie is behind many of the products, including pet bandanas and bow ties, clothing, bags, tablesettings… you name it!
Aggie and Tina selected a few patterns and started creating chitenge table setting sets and other items, made by seamstresses, weavers and woodworkers from the Zambezi region. They registered the business with two legal entities, one registered in Zambia and the other in the USA. The dream of spreading #chitengecheer quickly became a reality and apart from their market days at the North Carolina Market, #chitengecheer can also be bought through Shopify.
“We have been so lucky that the bold, cheery, fun fabrics with the good hearts and intentions behind it, all have been warmly received,” says Tina.
She proudly shows off a world map to indicate how far and wide their product has been sold. “We have 300 products available, but our table setting sets and doormats are the most popular. The doormats are made using all the offcuts, from the seamstresses, which are then woven through old maize bags, so nothing goes to waste! Last Christmas our chitenge crackers, wreaths and garlands flew off the shelves so everyone needs to order early this year,” explains Tina.
The project had to jump through a few hoops to get distribution hiccoughs sorted. Their next challenge is to find more sewing machines for the seamstresses in order to meet the demands with orders. “We were delighted to receive wholesale orders from the USA, United Kingdom, Hong Kong, Australia and the Philippines and we have to step up production.” Zambezi Joy Society just celebrated a milestone with 3000 sales to over 35 countries.
“Our dream is to create a vocational training centre for our community where everyone can come and learn to sew, carve and weave
But Tina, with her wide smile and bright red lips, is already thinking ahead. “Our dream is to create a vocational training centre for our community where everyone can come and learn to sew, carve and weave. We now have a market and the demand, and we can create more opportunity for the community.”
It has been a fulfilling journey for Tina and her team: “We spread the kind of cheer that also helps to empower small local businesswomen and men.”
