The Seed Academy hub buzzed with excitement as Morongwe and Michelle Mokone – the dynamic duo behind Mo’s Crib – the recycled materials homeware brand taking the world by storm – shared their inspiring entrepreneurial journey with an at capacity audience made up of entrepreneurs, clients, mentors and partners.
A casual afternoon trip to an artisan market in Pretoria set sisters Mo and Michelle on a path that would transform their lives and uplift artisans across the country. In just four years, Mo’s Crib has evolved from a local market side hustle to an international sensation, with its award-winning, hand-made and eco-conscious products gracing the shelves of local and international retail giants including Crate & Barrel, Target, @Home, Woolworths, Mr Price, and more.
More than a story of commercial success, Mo’s Crib is a testament to the profound impact female entrepreneurs can have on their communities – championing people over profits and a commitment to ending the cycle of poverty by ensuring a high quality of life for the artisans they support.
This is their story….
How it Started
Mo’s Crib was founded by two close-knit sisters, Morongwe and Michelle from Mabopani, Pretoria. Growing up, they faced financial hardship, but their parents’ resilience and resourcefulness deeply shaped their drive and determination.
“We’ve been best friends form the start. She’s more than a sister to me. She’s more like a soul partner. Our relationship has stood the test of time, I think that’s why our business has been as successful as it has.”
It was this entrepreneurial spirit and deep relationship that would later become the foundation for Mo’s Crib’s success. In 2015, the sisters attended a local market called Kamers Makers, where they were inspired by the creativity and uniqueness of the products on display. This experience sparked an idea, and Morongwe’s long-standing hobby of making origami swans soon became the catalyst for their business venture. The origami swans were a sold-out hit, winning the best product award. Inspired by this success, the sisters introduced their flagship product, a PVC basket made from recycled materials.
Their mother, who deeply believed in the power of international exposure, played a pivotal role in fostering their global mindset. She moved to the UK, working as a nurse and supporting her family from ‘across the pond’. At 18 Morongwe joined her mother in the UK. A work and study opportunity allowed the sisters to move to Switzerland, providing further exposure to international markets which would profoundly shape their destiny.
In 2018, the sisters fully committed to Mo’s Crib, selling their belongings and quitting their jobs with a clear goal: to make their brand a global success.
The Success
With an innovative business model that combines sustainable sourcing with functional design, ethical manufacturing practices and a strong focus on employee wellbeing, Mo’s Crib has successfully expanded its global reach with products sold at major retailers in the US, Canada, Dubai, Peru and Colombia. Locally, the sisters have taken advantage of advantage of the direct to consumer channel and demand for their products. Tickets to their annual factory sale are highly sought after – prompting the girls to open a waiting list and online version of the sale. Earlier this year, their first-ever winter sale saw them achieve record sales of R3.8 million in just 5 days.
The brand’s reach and exposure has been further amplified with significant media coverage and recognition. Mo’s Crib has been featured in, including features in publications like Martha Stewart, The Today Show, and Forbes. The company was also recognized as one of the top 10 companies in the US by the 15% Pledge organization, a remarkable achievement for a South African-based brand.
Challenges Along the Way
The journey to being an international brand was not without its challenges. As the sisters transitioned from their corporate jobs to focus on the business full-time, they faced a series of obstacles, including financial struggles, near-homelessness, and the uncertainty of the COVID-19 pandemic. It was during this time that Morongwe and Michelle’s remarkable resilience and resourcefulness really stood out.
Today, the company continues to face new challenges, such as navigating the complexities of global supply chains and maintaining their high standards of quality and employee wellbeing.
Yet, through it all, they remain steadfast in their mission to create a positive impact on the environment and the communities they serve. Their inspiring story serves as a testament to the power of entrepreneurial spirit, resilience, and a deep commitment to purpose-driven business.
Insights for Entrepreneurs
So, what can entrepreneurs learn from this inspiring story? Below are they key lessons we took away from an evening that demonstrated when you’re driven by a clear vision, there really are no limits.
People Over Profits
Mo’s Crib goes above and beyond to care for its employees, fostering an environment where people are truly valued. The company is deeply committed to the well-being and growth of its staff, providing daily meals, transport subsidies, and access to medical care. Employees are more than just workers; they are supported holistically, with initiatives like Wellness Fridays, where they can take time to rest and reflect. Mo’s Crib also invests in their employees’ future, offering financial aid for education and opportunities for travel and career advancement. This people-first approach has resulted in a remarkable 100% employee retention rate since the company’s start. At Mo’s Crib, sustainability isn’t just about the environment—it’s about investing in the people who make the brand thrive.
“When we call ourselves a sustainable company, it is more than just the earth. The people are the forefront of everything, because without them, first of all, we wouldn’t even have that sustainable product.”
Tip for Entrepreneurs: Invest in a supportive work environment that not only cultivates employee loyalty but also enhances customer satisfaction and fuels long-term success.
Craft a Brand Story That Reflects Your Values and Vision
Mo’s Crib is more than just the home decor they sell; it’s a brand that embodies a commitment to sustainability, and a dedication to giving back. When people buy from them, they aren’t just purchasing a product—they’re investing in a story of growth, resilience, and the relentless pursuit of dreams. Their distinctive décor items reflect their innovative spirit and their dedication to push beyond conventional boundaries. This is what sets them apart in a crowded market, making their brand not just about products, but about a powerful narrative that resonates with conscious consumers and drives significant impact.
Tip for Entrepreneurs: Build a brand that tells a compelling story beyond just selling products—one that reflects your values, vision, and impact, and truly resonates with your customers.
Embrace Resilience and Resourcefulness
From the beginning, Mo’s Crib had a clear vision of becoming an international brand. They were determined to see their sustainable home décor in homes around the world, and they pursued this goal with determination. The Mokone sisters started by cold-calling international retailers, reaching out to major players like Crate & Barrel and Target, and following up with weekly emails, never taking “no” for an answer. Their persistence paid off, and their journey is a testament to the power of determination, showing that a clear vision, combined with relentless effort, can break down even the most challenging barriers. Their success shows that if you stay true to your vision, the possibilities are limitless.
“In crisis, there’s always opportunity. “
Despite the challenges, their ability to adapt and persevere has been key to their success. Whether it was securing pro bono PR services, finding creative ways to source raw materials, or pivoting to mask production during the pandemic to generate cashflow, they have consistently found ways to overcome obstacles. Their ability to think outside the box and adapt to changing circumstances has been a key driver of their growth.
Tip for Entrepreneurs: Maximise your resources by tapping into your network for support, seeking out cost-effective solutions, and repurposing existing assets to solve problems creatively.
Think Beyond Borders
Mo’s Crib’s international success shows that South African brands can make a global impact. Their story demonstrates that entrepreneurs shouldn’t shy away from aiming for global markets and retailers. With the right mix of creativity and determination, even a local brand can captivate international markets and achieve remarkable success. Even with their sites set beyond local borders, Mo’s Crib didn’t neglect the local market and the founders were pleasantly surprised to find such a significant consumer market in their backyard. Originality is a powerful asset, and despite global competition, a local idea has the potential to make a significant global impact.
Tip for Entrepreneurs: Always explore and test different markets without limiting your thinking, as unexpected opportunities can arise and lead to significant growth beyond your initial plans.
Mo’s Crib proves that real success goes beyond profits. Morongwe and Michelle have built a brand that thrives on values, resourcefulness, and people-first principles, demonstrating that a business can be both profitable and impactful. Their journey shows that by creating a brand that’s sustainable and meaningful, entrepreneurs can build a legacy that transcends numbers. Embrace your vision, invest in your team, and let your values drive lasting change. You never know – you might just take your side hustle to global brand!