For more than 14 years, Out of Africa, the flagship brand of Tourvest Destination Retail, has worked side by side with Relate Bracelets to give shoppers an opportunity to empower communities and fund local causes in conservation, health, social upliftment and education.
It’s an enduring partnership that has turned retail into a force for good and now recognised in spectacular fashion. ‘Out of Africa’ has been awarded the Social Impact Award by the V&A Waterfront Neighbourhood Awards. These awards celebrate local crafts and local retailers that make exceptional strides in community empowerment, responsible commerce and inclusive growth at one of Africa’s most visited and dynamic destinations. Winning in this category signals a genuine, sustained commitment to preserving and protecting South Africa’s cultural heritage.
Craft with heart
At the heart of Relate Bracelets is a tradition: beading. We work with the Ikamva Labantu Senior Clubs, where senior crafters from Cape Town’s townships form beading circles that provide earning opportunities, improve cognitive health, social belonging that honours their skills. 
Gogo Mary, captures the spirit beautifully: “Beading for Relate Bracelets gives us purpose. It keeps us going because we’re getting paid for doing something we love – it keeps us young!”
Pioneering impact led social retail
Our partnership with Relate Bracelets is one of shared purpose and dignity,’ says David Brenner, Chief Executive Officer of Tourvest Retail. ‘It’s proof that when commerce and compassion work together, every transaction can become a part of transformation. Out of Africa’s award sits at the heart of what the Tourvest Group stands for – a commitment that “wherever we are, we are always local”, which means a connection to people, to their stories and to their communities.’
Since our partnership with Tourvest Retail began in 2011:
- More than 1 066 000 Relate bracelets have been sold.
- Charitable causes have been supported with R10.5 million in funds raised.
- Senior crafters have earned R2.28 million in income, supporting over 400 seniors.
- The total social impact of this collaboration is valued at R14.4 million.
These figures reflect lives touched, skills honoured and communities uplifted.
Recognition turned into action
As part of the award recognition, Out of Africa received a voucher from the V&A Waterfront – yet instead of keeping it, they chose to pay it forward. They gifted the voucher to Relate and matched its value, making it possible for seniors to shop for groceries themselves. This thoughtful gesture turns celebration into meaningful support, directly benefiting the crafters at the heart of Relate.
Dalit Shekel, CEO of Relate Bracelets, adds: “We are incredibly proud to see this recognition for Out of Africa. It’s proof that impact led social retail can be a powerful force for good, where each bracelet sold uplifts and impacts whilst celebrating the craft and skills of our seniors.”
Looking ahead
This award, this partnership and this impact all stand as proof that when retail chooses to give back, the positive effects ripple far and wide. We are honoured to have Out of Africa and Tourvest Destination Retail as a Relate retail partner, look out for our bracelets in stores and join our circle.