“You don’t knit a scarf because you need a scarf… You knit a scarf because you want to make a scarf.” That gem from Danielle Clough captured the spirit of A Seat At The Craft Table, a gathering of 60 Cape Town creatives who came together to share, stitch, and dream a little bigger.
We care about moments like this. Not because we’re crafters (in the traditional sense), but because this is where South African entrepreneurs are born: around tables, in conversations, through courage.
From Hobby to Hustle
One thing was clear: a lot of people want to turn their creative side hustle into something sustainable. Shalain Gregson told it straight: “Just start.” Leila Badsha shared ten years of business lessons running Fabricate Cape Town. Danielle Clough reminded us that focusing on the process, not just the outcome, is how we keep going when things feel tough.
We see this journey at stub all the time. That moment when a crafter realises: “Wait, this is a business.” It just needs some structure and a little money management help.
Community Is the Shortcut
The Quilting Co. brought the fabric, Holly Kane brought the magic (and a knitting machine), and the mohair scarf - knitted by many hands - was proof of what happens when creatives collaborate. But more than the craft, it was the conversations that mattered: people asking real questions about pricing, imposter syndrome, and finding the confidence to say, “Yes, I sell what I make.”
That’s why we showed up. Because community is how you go further, faster. You can YouTube a pricing strategy, but you can’t Google the feeling of someone saying, “Me too.”
Why we care
We exist for freelancers, side hustlers, and creative entrepreneurs, the ones building businesses from dining room tables, Instagram DMs, and pop-up stalls. We make accounting tools that speak your language, fit your lifestyle, and support your hustle, whether you’re selling earrings, kids' toys, or quilts.
We’re not just here to count your cents. We’re here to remind you that your work matters.
Keep Showing Up
If you were there, we hope you left feeling inspired (and full of croissants). If you missed it, don’t worry, more magic is coming. This is just the start.