28 July 2025, Cape Town, South Africa. The V&A Waterfront’s commitment to fostering small business success was showcased at its inaugural Small Business Dialogue hosted earlier this month where entrepreneurs, industry leaders, and ecosystem partners gathered to unpack what it takes for small businesses to thrive in a customer experience-led economy.

As home to over 500 SMMEs across its precinct, the V&A Waterfront has developed a robust SMME Support Programme designed to enable small businesses to start, grow, and scale through affordable retail space, capacity-building initiatives, networking opportunities, and market visibility. This Dialogue is a flagship component of that support, aligning with the V&A’s broader mission to drive inclusive economic growth while positioning Cape Town as a globally competitive, sustainable city.

“Small businesses are central to Cape Town’s economic resilience and creativity, but they need practical, ongoing support to thrive,” said Alex Kabalin, Retail Executive at the V&A Waterfront. “Through our SMME Support Programme and gatherings like the Small Business Dialogue, we’re helping entrepreneurs build brands that resonate with evolving customer needs while contributing to meaningful, sustainable growth for our city.”

Building Brands for the Conscious Consumer

The event explored how today’s values-driven, digitally empowered consumers expect brands to deliver on purpose, storytelling, sustainability, and seamless experiences.

A panel discussion featured Hannah Lavery (Hannah Lavery), Elektra Georgiadis (Earth Age), Harmonie Mbunga (UDO & HARMONY), and Erica Elk (Craft and Design Institute), who shared their journeys of evolving from market stalls and Watershed beginnings to growing sustainable, globally relevant brands.

“Our growth was made possible because we had a platform at the V&A that offered visibility, mentorship, and a community that believed in our purpose-driven brand,” said Hannah Lavery, reflecting on her journey from a small startup to a national fashion brand.

Earth Age’s collaboration with Dior, UDO & HARMONY’s cultural storytelling through fashion, and CDI’s 25-year track record in developing creative entrepreneurs were highlighted as examples of how ecosystem support such as the V&A Waterfront, accelerates small business success.

An Ecosystem Where Small Businesses Thrive

The V&A Waterfront’s SMME Support Programme  integrates affordable rental opportunities, mentorship, training, and high-footfall exposure, ensuring that small businesses are not only able to start but to sustain and scale in a highly competitive market. With over 24 million annual visitors and a commitment to sustainable development, the V&A Waterfront is uniquely positioned to connect small businesses with a diverse customer base.

“The frequency and quality of interactions between entrepreneurs is the single strongest indicator of small business success, and the V&A Waterfront is committed to creating spaces where those connections can flourish,” concluded Kabalin.