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A Closer Look At Thando’s Shoe Company Co-Founder, Taffi Woolward

A Closer Look At Thando’s Shoe Company Co-Founder, Taffi Woolward

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Taffi Woolward, the co-founder of Thando’s in Nigeria, is one of the most exciting young female entrepreneurs in Africa. Her shoe company launched in December 2014, and already the business and fashion world is buzzing about it. Here are 12 things you didn’t know about Taffi Woolward and her Thando’s brand.

Sources: TNJ.com, Innov8tiv.com, Africa-OnTheRise.com, LilianMuhammed.com, NYU.edu, Thandos.com, SheLeadsAfrica.org

PBS.com
PBS.com

She was actually born in South America and raised in the U.S.

Born in Guyana, South America, Woolward moved to the U.S. and was raised in New York City. In 2013, she moved to Nigeria to start up her company, Thando’s Shoes, alongside fellow Nigerian-American co-founder JG Ayodele.

TNJ.com
TNJ.com

Woolward actually started Thando’s while still in university

While studying for her master’s in business administration at New York University’s Stern school, Woolward started up Thando’s in October 2012 during her second year.

LinkedIn.com
LinkedIn.com

She did not intend to become an entrepreneur following business school

Though she began her company while in school, Woolward intended to transition to a private equity firm after graduation, seeking employment in fundraising or marketing departments. She sometimes refers to herself as the “accidental entrepreneur.”

Source: LilianMuhammed.com

Heels.com.ng
Heels.com.ng

Woolward found inspiration for her company while working for a luxury brand in Johannesburg

Before beginning Thando’s, Woolward spent two months working in Johannesburg, South Africa, for a luxury brand. She often carried foldable flats in her purse to help ease the pain of wearing high heels all day, and found that her coworkers had never seen them before, as they weren’t sold in sub-Saharan Africa at all. Woolward recognized the gap in the market, inspiring the focus for Thando’s.

Thandos.com
Thandos.com

Thando’s sells lightweight flats that can be easily stored

Much like the foldable flats Woolward would carry herself on her way to work in Johannesburg, Thando’s sells flats that can be stored easily for women to carry with them throughout the day. On their website, they claim, “Our lightweight flats are compact enough to be conveniently placed into your office drawer or purse, comfortable enough to provide superior foot relief, durable enough to wear on city streets and stylish enough to inspire self-expression and individuality.”

Source: Thandos.com

YouTube.com
YouTube.com

The name of the company comes from the name Woolward was given in South Africa

During her time in South Africa, Woolward’s friends gave her a “local name.” They decided on Thando, meaning “love,” and, as Woolward said, “The logo for Thando’s is inspired by a love for Africa and the pleasurable feeling of a bare foot in the sand.”

Source: LilianMuhammed.com

WP.com
WP.com

Thando’s operates under a profit-sharing model with its featured designers

As Thando’s has a unique model that allows artists to co-design shoes, it also adopted a profit-sharing model to benefit those that collaborate on the brand’s designs. All of its designs are crowd-sourced, with a commitment to comfort, style, and affordability.

VentureBurn.com
VentureBurn.com

Woolward also aims to highlight the potential of African businesses with her company

In an interview, Woolward said, “We’ve committed to giving back 3% of company profits to organizations that support youth entrepreneurship in Africa. We want to show the world that talent, quality, and creativity can come from an African brand.”

LilianMuhammed.com
LilianMuhammed.com

She is excited to be a part of the women’s revolution in the entrepreneurial world

Woolward recognizes that she is breaking into a male-dominated industry, as men have historically led the shoe industry. She credits other female shoe company founders such as Tory Burch and Jimmy Choo’s Tamara Mellon for their work in creating a space for women leaders in the fashion world.

ExclusiveAfrica.net
ExclusiveAfrica.net

Forbes listed her in 10 Female Entrepreneurs to Watch in Africa

In 2014, Woolward was chosen by Forbes Magazine for a list of Emerging Women Entrepreneurs to Watch in Africa. In an interview, she later credited this as her most satisfying moment thus far in her business.

LilianMuhammed.com
LilianMuhammed.com

Her mother is her greatest inspiration

In an interview, Woolward named her mother as her greatest inspiration, both in business and in life in general. She said, “She has always taught me how to find peace in the toughest moments. As an entrepreneur things don’t often turn out the way I plan, but being able to tap into something greater than myself helps me not to give up. My mother has always lived her life that way and that is part of her legacy to me.”

Source: LilianMuhammed.com

Tech360ng.com
Tech360ng.com

She finished 3rd in the She Leads Africa Competition

In 2014, Woolward and Thando’s won third place, and a $1,000 cash prize, in the She Leads Africa competition, a showcase for African women entrepreneurs. She entered to gain exposure for her brand and to have the opportunity to meet other female entrepreneurs in Africa with similar passions and goals.