There are household names, and then there are names whispered among the truly discerning — the ones that signal a quiet sort of knowing. In the rarefied world of luxury leather goods, Cape Cobra is one such name. For those in the know, the Woodstock-based atelier represents the pinnacle of African craftsmanship: a place where Nile crocodile and ostrich skins are transformed into heirloom pieces destined for the wardrobes of collectors from Cape Town to New York.
As a third-generation, women-led family business celebrating over five decades of excellence, Cape Cobra has long been the continent’s best-kept secret — until now. With a team of 65 artisans working under the creative direction of Justine Schafer , the brand is stepping into a new era of global recognition. We sat down with Justine to discuss legacy, leadership, and what it truly means to build luxury from within Africa.
YLA: Your journey is so deeply rooted in family legacy, from your grandparents founding the atelier to you leading it today. As a woman at the helm of a third-generation business, how do you balance honouring the traditions of the past with bringing your own contemporary vision to the team?
Justine: Our core values remain family, quality, integrity, people, and beneficiation on the African continent. Those values were embedded in the way my grandparents worked; they shaped how my father led, and they continue to carry me throughout my journey. My commitment is to creating a sustainable future while holding onto the principles of my family’s past — because without what they built, we wouldn’t be here.
I don’t actually think our leadership styles are vastly different across the generations. The fundamentals remain. But where I do see a shift — and an opportunity — is in the market’s appetite for storytelling. There’s a real hunger for awareness, for understanding where things come from. My focus is on building an African brand that has the ability to add value on a global stage, and that means making our narrative as compelling as our craftsmanship.
YLA: You lead a team of 65 artisans, where master craftspeople mentor the next generation. In your 17 years with the company, how have you championed creating opportunities for the women within your workshop, and what impact has that had on the broader community?
Justine: One of the most beautiful things to witness is that many of our artisans are multi-generational. We currently have three generations working together in the atelier — it’s extraordinary to watch these masters pass on their knowledge to their own family members. The pride they take in handing down their legacy, in teaching their children or grandchildren the same techniques they learned decades ago — that’s something you can’t manufacture.
We recently engaged with a programme through CDI where we mentored and incorporated young women into our workforce. It was a wonderful opportunity to bring new skills and talent into our workplace, but more than that, it allowed these young women to find a “home” and find a “purpose”.
In Africa, a woman’s income will often support up to eight people. That’s a reality we carry with us. It’s essential that we keep looking for talent and employ locally, not just to provide financial stability but to give our communities a sense that their contribution matters — that it has an impact for future generations of South Africans.
YLA: Cape Cobra’s story highlights the “responsible beneficiation of African raw materials.” As a female leader in a luxury manufacturing space often dominated by European markets, what does it mean to you to elevate Africa’s artisan heritage on the global stage?
Justine: I thrive on the fact that we are able to beneficiate an African raw material from farm to finished product, entirely locally. It is vitally important that we continue to build a sustainable industry which supports the entire value chain — and we have the capacity to do that here.
My father was instrumental in building the local industry. In the past, Africa was not seen as a source destination for luxury products — certainly not for finished goods. He was the one who pursued international top luxury brands, and because of him, we have manufactured for houses like Judith Leiber, Marchesa, and Tiffany & Co. Working with brands like that immediately elevated the perception of what “luxury made in Africa” could mean.
I see a major upliftment of African fashion in recent years. With the increased talent thriving on our continent, there is no reason we should not be able to further develop and build manufacturing locally. To play on the global stage, quality and deliverables are essential — and we have the resources, the artistic skill, and the creative force to stand alongside top brands. Cape Cobra is a testament to that. It’s not easy, but it certainly can be done.
YLA: You’ve spoken about sustainability and community upliftment being core to your philosophy. Does being a woman in leadership influence your approach to building a business that prioritises people and craftsmanship alongside commercial success?
Justine: Women definitely have a nurturing touch that lends itself to believing that success is not just monetary. It’s also about the lives you touch, the impact you make, the growth you provide.
I see Cape Cobra’s value in the purpose it creates. Yes, we’re leaving a legacy of real luxury — but more importantly, we’re leaving a legacy where lives have been changed for the positive. That’s not just sentimental; it’s structural. When you see that a woman who started as an apprentice is now a master craftswoman, supporting her extended family, sending her children to school — that’s success.
However, I’m fully aware that a business must operate commercially in order to provide for its people. It’s about finding balance. Ultimately, realising that the impact of a successful business will provide opportunity for future generations — that’s what keeps me going. The road can be tough, and there are moments where I think I just don’t want to do this anymore. But then I remember that we have such a great purpose in South Africa, in Cape Town, and in the world. That purpose is worth fighting for.
