Joyce's soaps become a house brand

Joyce Mureri, a young entrepreneur from Ha-Rabali outside Makhado, has embarked on a mission to revolutionise the household-products industry with her startup company, Safely Impeccable (Pty) Ltd. Joyce’s business specialises in manufacturing and distributing essential household products, including dishwashing liquid, foam baths, pine gel, thick bleach, and all-purpose cleaners.

Joyce said that the idea to start such a business had come from her late grandfather, Bishop Titus Paulos Mureri, who was the former leader of the United African Apostolic Church (UAAC). She and her grandfather would discuss such plans while walking through his orchard at Ha-Tshikhudo, where they had harvested “mureipi” and Swiss chard.

“My grandfather’s suggestion that I produce and sell dishwashing liquid lingered in my mind,” Joyce recalls. “It took several years before I could begin researching household detergents. In 2019, I finally initiated my research, and by early 2022, I started manufacturing and distributing my products.”

Initially, Joyce distributed samples of her products to friends, colleagues, and relatives to gather feedback. Encouraged by positive responses, she began selling locally, initially limiting sales because of the absence of SABS (South African Bureau of Standards) approval and legal considerations. However, in 2023, after conducting product testing, Joyce expanded sales to communities in the Nzhelele area and Toverfontein Ha-Maleboho.

Safely Impeccable’s manufacturing facility is now based in Ha-Rabali village, where Joyce and her team of two full-time employees and four part-time employees work diligently. “Currently, we showcase our products at Mphephu Plaza as exhibitors, facilitating direct sales and deliveries to local communities upon receiving orders,” Joyce explains. The business’s primary goal is to enhance brand recognition and eventually retail its products in major establishments.

Reflecting on her motivation, Joyce highlights the lack of representation of black individuals in the manufacturing sector. “Growing up, I used household products, but I never knew where they came from or who made them. I started Safely Impeccable to challenge this norm and create opportunities within the manufacturing space,” she said.

Date:14 July 2024

By: Maanda Bele

Maanda  Bele, born and raised in Nzhelele Siloam, studied journalism at the Tshwane University of Technology.

He is passionate about current news and international affairs.

He worked as part of the Zoutnet team as an intern in 2017.

He is currently a freelance journalist specialising in news from the Vhembe district.

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