When Carla Ashton founded Thandana in 2010, she set out to fill a gap in the market for stylish, functional, and locally crafted travel and lifestyle accessories. What started as a small operation fueled by passion has since blossomed into a beloved South African brand known for its exceptional craftsmanship and dedication to supporting local artisans

From the early days of designing and sewing in a garage to scaling Thandana into a successful business with a growing team. Carla shares the lessons she learned along the way, the role her husband Stanton played in the company’s expansion, and the driving force behind her commitment to keeping Thandana proudly South African.

Glamour: What inspired you to start Thandana in 2010, and did you ever imagine it growing into what it is today?

Carla: Thandana was born out of my passion for design, craftsmanship, and creating high-quality, locally made products that people could cherish. In 2010, I saw a gap in the market for stylish yet functional travel and lifestyle accessories made with exceptional attention to detail. I wanted to build a brand that not only offered beautiful products but also supported local artisans and South African craftsmanship.

Honestly, I never imagined Thandana would grow into what it is today! While I always had big dreams, seeing the brand expand, touch so many lives, and gain recognition beyond what I initially envisioned has been incredibly humbling. It’s my husband and now business partner, Stanton Ashton who joined Thandana full-time in 2016 that assisted us in growing our corporate and customer sales while I could focus on what I truly loved - design! The growth of Thandana is a testament to hard work, resilience, and the support of an amazing team and loyal customers.

Glamour: How did your love for fabrics and travel influence the unique aesthetic and design philosophy of Thandana?

Carla: My love for fabrics and travel has been at the heart of Thandana’s design philosophy from the very beginning. Traveling has always been a source of inspiration—it exposes me to different cultures, textures, and craftsmanship, which influence the aesthetic of our collections. I’ve always been drawn to high-quality, durable fabrics that tell a story, which is why we focus on premium materials like locally sourced leather and custom-printed fabrics.

Each Thandana piece is designed to be both functional and stylish, embodying a timeless yet modern feel. Whether it’s a travel bag or an everyday accessory, I want our designs to evoke a sense of adventure, quality, and South African heritage while ensuring they remain practical for real-life journeys."*

Glamour: Starting with just four machinists in a garage to now employing over 60 staff members is an incredible journey. What were some of the biggest challenges you faced in scaling your business?

Carla: Scaling Thandana from a small operation with just four machinists in a garage to a thriving business with over 60 staff members has been an incredible journey, but it hasn’t been without challenges. One of the biggest hurdles was managing rapid growth - ensuring that as demand increased, we could maintain the same high-quality craftsmanship and attention to detail that defined our brand from the start.

Another challenge was balancing production capacity with financial sustainability. Expanding a business requires significant investment in materials, equipment, and skilled labor, so managing cash flow and making strategic decisions at the right time was critical.

Finding and retaining skilled artisans was also a key challenge. We are passionate about local craftsmanship, so building a team that shares our vision and commitment to excellence took time and effort. Just recently we celebrated my one machinist 60th Birthday! She joined in 2010, as cliché as this sounds, we are a family!

Despite these challenges, resilience, innovation, and the support of an incredible team have been the driving forces behind Thandana’s growth. Every obstacle has been a learning experience, and seeing how far we’ve come makes the journey all the more rewarding.

Your commitment to sourcing all materials locally is a defining feature of Thandana. Why was it important for you to keep your brand Proudly South African?

From the very beginning, it was important for me to build a brand that not only reflected South African craftsmanship but also contributed to the local economy. Sourcing all our materials locally ensures that we support South African suppliers, create jobs, and uplift communities. It also allows us to maintain the highest quality standards while celebrating the incredible talent and resources our country has to offer.

Being Proudly South African is more than just a label - it’s about fostering sustainability, reducing our carbon footprint, and showcasing the beauty of locally made products to the world. Every Thandana piece carries a story of local craftsmanship, passion, and heritage, and I take great pride in knowing that our success directly benefits the people and industries within our country.

Glamour: Can you share a moment in your entrepreneurial journey that felt like a major breakthrough?

Carla: Launching our online store and selling directly to the public, rather than exclusively through retailers, was a major step forward for us. This shift allowed customers across South Africa and internationally to purchase their favourite Thandana items and have them delivered straight to their doorstep.

Glamour: What does International Women’s Day mean to you as a female entrepreneur and leader?

Carla: It means being seen, Courage to try something new, Opportunity to use your skills and passion towards a life that you want to create, not only for yourself but also for your family and woman alike.

International Women’s Day is a powerful reminder of how far we’ve come as women in business and leadership, but also of the work still to be done. As a female entrepreneur, it’s a day to celebrate resilience, strength, and the incredible contributions women make across industries. It’s also a time to reflect on the challenges we’ve overcome - breaking barriers, challenging stereotypes, and carving out spaces in traditionally male-dominated fields.

For me, it’s about inspiring and uplifting other women, showing them that success is possible with passion, perseverance, and confidence. It’s about creating opportunities, supporting one another, and ensuring that the next generation of women entrepreneurs feel empowered to dream big and pursue their ambitions fearlessly.

At Thandana, we take pride in fostering an environment that values and uplifts women, and I hope our journey serves as encouragement for others to step into their power and make their mark.

Glamour: Women in business often face unique challenges—what advice would you give to other women looking to start or grow their own businesses?

Carla: Put yourself out there ‘if you don’t go you won’t grow’. We as women tend to be our own worst critics. It’s good to listen to that inner-voice breaking free; supporting yourself with something that you created is the most rewarding feeling.

Glamour: How do you ensure that Thandana continues to create opportunities for South African artisans and contribute to local industry growth?

Carla: My goal has always been to support and uplift others wherever possible. The sheer talent of artisans in this country is truly remarkable—their skills seem almost instinctive. Among those who work with us are men and women who have faced retrenchment, loss, and hardship, yet they bring resilience and dedication to everything they do. Upholding the Thandana promise remains at the heart of our mission.

We also collaborate closely with the LIV Foundation, providing young adults—who struggle to find employment due to their backgrounds—with valuable work experience at our factory during the holidays.

Glamour: In what ways has being a woman in business shaped your leadership style and approach to running a company?

Carla: Always stay humble and treat others with respect. Listen to your team—even when their feedback isn’t what you want to hear—because true leadership is built on integrity and honor. When you show respect to your employees, that respect is reflected back to you.

Glamour: What do you hope your journey with Thandana inspires in the next generation of female entrepreneurs?

Carla: I hope my journey with Thandana inspires the next generation of female entrepreneurs to dream big, take risks, and embrace resilience. Building a business requires passion, perseverance, and a willingness to learn from both successes and failures. I want young women to see that with hard work and determination, they can turn their visions into reality, create opportunities for themselves and others, and leave a lasting legacy in their industries.

Glamour: If you could send one message to women striving to make their mark in any industry, what would it be?

Carla: Doubt and fears are normal, believe in your vision, trust your abilities, and never be afraid to take up space. Success is built on resilience, persistence, and the courage to keep going even when challenges arise. Surround yourself with a strong support system, keep learning, and remember that your unique perspective is your greatest strength