The Jazzy Joburg Market gives local designers, makers and creatives a chance to turn their craft into opportunity.
By Bulelwa Hoala
Everyone attends the Standard Bank Joy of Jazz for the music, the electric atmosphere, the fashion and the big international acts.
But there is another part of the festival that deserves attention: the Jazzy Joburg Market.
Presented in collaboration with the Johannesburg Tourism Company, the Jazzy Joburg Market combines creativity, entrepreneurship, culture and community, creating a platform for local businesses and creatives to connect with new audiences, grow their brands and contribute to Johannesburg’s thriving creative economy.
Following the success of the 2025 edition, which saw 25 local SMMEs brought into the heart of the jazz experience, the 2026 edition of the market took place alongside the 27th edition of the Standard Bank Joy of Jazz at the Sandton International Convention Centre on 25 and 26 September 2026.
And if success is anything to go by, then the numbers speak for themselves. The festival has historically generated more than R34.5 million in direct spending, contributed approximately R86 million to the Gauteng economy and supported more than 1200 temporary and permanent jobs.
This year, visitors were treated to a curated selection of local fashion, jewellery, home décor, art, crafts and artisanal products by emerging and established entrepreneurs, creating opportunities for local businesses to be seen, discovered and supported.
Where creativity meets commerce
For prominent South African music executive Mantwa Chinoamadi, CEO of T Musicman and Festival Producer of the Standard Bank Joy of Jazz, the Jazzy Joburg Market is about creating a space where creativity and commerce meet.
Chinoamadi’s journey in the live music space spans more than four decades and has seen her climb the ranks from being a receptionist to working alongside jazz icons such as Peter Tladi and Hugh Masekela.
“The market gives local entrepreneurs an opportunity to connect directly with audiences who appreciate culture, creativity and authentic experiences.
“We want to continue building on that platform and creating opportunities for the businesses and creatives that make Johannesburg such a dynamic city,” she says.
Chinoamadi explained that previously, the mandate of the festival was to serve artists by providing them with jobs, but it has now evolved to also serve as a space for young crafters and entrepreneurs.
Gesturing to a top from Ubuhle Bembali Couture that she had bought at the market the previous night, Chinoamadi spoke about the growing, increasingly inclusive ecosystem.
She also expressed her excitement about what the future could hold, adding that she foresees a time when global attendees and artists could order garments beforehand and collect them at the festival.
Without taking credit away from any of the talented exhibitors, Chinoamadi highlighted vendors like Marabou Essentials and Devine Stitch as standout examples of the talent on display.
Marabou Essentials: where creativity meets innovation
Founded by Refentse “Fentse” Mokale, Marabou Essentials specialises in luxury hand-painted jewellery, wearable art and bespoke accessories featuring vibrant colours, striking patterns and African-inspired aesthetics.
Named after the marabou stork, which is native to sub-Saharan Africa, Fentse says that, similarly to how the bird cleans up in its environment, her brand highlights the beauty of the African continent by creating beautiful jewellery.
“Marabou started off as just a jewellery-making company, but we do other products as well. For example, these are tech products. This one is called the key connector tab. It’s actually a business card inside. It’s a key ring, but it’s also a business card. You tap it on someone’s phone and then all your business information is transferred to theirs. We do tech products and corporate gifts.”
For Fentse, being part of the Jazzy Joburg Market is about more than just making sales. It is also about creating exposure for her company.
“You get to meet a lot of people from both South Africa and internationally. There are a lot of opportunities that come with this. It’s not just sales. We get to meet people who we’re going to interact with after this for more business.”
Fentse also supplies her products to The Space, a platform for South Africa’s leading local fashion talent, at various malls and stores across the country.
When it comes to South African culture, Fentse says one of the most prominent aspects is creativity.
“We are big on creativity, new ideas, looking for innovations and what we can do better. But perhaps most of all is the sense of community. The people that actually create the products, we have a community together. One person teaches another and then the other teaches another one. So we are big on community.”
From one ball of wool to the Jazzy Joburg Market
Joy of Devine Stitch started stitching in Brakpan with one ball of wool, and this year she took her crochet hook to the Joy of Jazz’s Jazzy Joburg Market.
Her range of fashion garments is a showcase of pure artistry that celebrates individuality and style. But beyond the craftsmanship, there is a deeply personal story behind the brand.
Joy was inspired to start her brand as a form of therapy while being tormented about her albinism.
“I would run away from the world, sit in the house and my mother would teach me things. Devine Stitch was born because she told me that they could beat me out there, but they can never take my talent away from me. She said what God gave me is divine.
“I call it Devine Stitch because with every stitch I was doing, it was mending me and healing me from the trauma I was going through.”
Joy said she is grateful for the Jazzy Joburg Market because it has given her more exposure.
She mentioned that the previous night, a female artist on the Joy of Jazz line-up, whom she chose not to name yet, told her she liked the cowboy silhouette style and took her number so that she could style her for her shows.
“Platforms like this is where we feel safe and comfortable while being recognised on a bigger scale.
“Joburg Tourism and the Standard Bank Joy of Jazz have given us an opportunity to be seen.”
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