Thula Tula is an ode to your daughter and her grandmother—both in the name and in concept. Can you explain how their relationship served as inspiration?
My husband’s grandmother and his mother, Sheila, were born and raised in Zambia and moved to South Africa in the 70s. Sheila was always a giving person and was passionate about giving back to the communities in Africa. Sheila purchased all my wedding favors and decorations from local artists and makers in South Africa in support of her local community. It was really important for her to have her family’s heritage merge with mine and to be passed onto our daughter.
When she passed away from cancer in 2018, our daughter Venice was only 1 year old. My husband and I wanted to create something in Sheila’s honor, something to make her proud by celebrating her African heritage, educating the world on its beautiful culture, and also giving back to the community. The name Thula Tula is an African lullaby that mothers sing to their babies (it means hush, hush) and of course Sheila used to sing it.
In South Africa alone, the unemployment rate hovers around 32%. The United States is the biggest economy in the world with an enormous buying power. Africa has some of the most underrated talented craftsmen and women. The goal of Thula Tula is to match that buying power with the endless talent to create a global exchange of not only goods but of culture and ideas. We are really just the custodians of the products sold to share the African culture with the U.S. consumers. While doing so, we are also reviving water pumps in South Africa and Lesotho to provide clean water to kids and the communities. We hope to make Sheila proud!
Your brand’s blankets, like the one featured in our winer box, are made ethically and sustainably by artisans of the Basotho Nation. Can you elaborate on this partnership?
Our mill in South Africa is the only approved maker of Basotho heritage blankets by the King of Lesotho and the royal family. The Basotho blankets distinguish this nation from others by the way in which the blankets are worn as part of their everyday life. Across the kingdom, a variety of these blankets are worn by the people of Lesotho to represent the different rites of passage in society from childbirth, marriage, burial ceremonies, and more. For generations, the blankets have been a constant tradition that is infused into the Sotho culture. The blankets themselves communicate the style, culture, and tradition that the people are so proud of.
Our mill has a very close relationship with the Basotho Nation of Lesotho, and since has given Thula Tula the exclusive rights to sell the Basotho blankets here in the U.S. and Canada. It is an honor to be the custodians of this heritage blanket and share the culture of the Sotho people. It is our job to simply tell the story of the blankets, the country, and the people.
How does your DTC business model set your brand apart?
Our direct-to-consumer business model allows us to be able to really tell the story of each blanket and the artists. Thula Tula is so special in a way that we just aren’t a blanket, we are sharing a culture and story that is woven into that blanket.
Focusing on selling online to customers ensures that the stories are shared only in a way that is honoring African cultures. This opens up opportunities and partnerships, like the one with CURATEUR, which support Thula Tula in our mission to educate the country on African culture and art while supporting the local artists and communities in those counties.
What makes the blanket in our winter box such a seasonal essential?
With the pandemic still underway, many of us are still working from home, having outdoor dining, and getting together with family and friends outdoors. We worked with Rachel and our South African designers to create a blanket for CURATEUR that not only was beautiful and chic, but that you could wear all day long as a shawl while out to dinner or snuggle up with on the couch while watching Netflix.
This blanket is so soft and warm, you won’t want to go anywhere without it. On top of that, it is sustainably and ethically made in South Africa. It is hypoallergenic and machine washable. It doesn’t get much more essential than that for the winter time.
How do you want our members to feel when utilizing their new blanket this season?
This question takes me back to why we started Thula Tula in the first place, which was for my daughter’s grandmother and for my own grandmother who helped raise me. Both grandmothers would welcome anyone into their home with open arms and give you the shirt off their back if you needed it.
We want the CURATEUR members to have the feeling of being beautiful, safe, protected, and loved while being wrapped up in their blanket—just as you would feel when being with your grandmother (or most loved person in the world).
