What Relate Bracelets does

Relate Bracelets (legally The Relate Trust, trading as Relate Bracelets) is a Cape Town-based, 100% not-for-profit social enterprise founded around 2008-2010 that manufactures and sells handmade beaded cause bracelets to raise funds for charities globally while creating earning opportunities for underprivileged artisans. Each bracelet is crafted by a network of 400+ township seniors (known as Gogos) and a small team of young adult production artisans, with every bracelet containing a signature pewter 'R' bead as an authenticity marker. Proceeds from each sale are split three ways: income for makers, donations to a designated cause, and operational funding.

The company's core product is a portfolio of cause-specific bracelets — including Goodbye Malaria, SANCCOB Save the Penguins, Blind Loyalty, Mental Health, Kruger Centenary, Earthchild Project, Elephants Alive, and Relate Water lines — each tied to a different beneficiary organization across conservation, health, education, and social upliftment. Distribution operates through a multi-channel model: wholesale to corporate partners (minimum 100 units at R44 ex VAT per bracelet, recommended retail R59.95-R67), retail partnerships with major South African chains (Woolworths, Wellness Warehouse, Tourvest/Out of Africa), Kruger National Park Parks Shops, airport retail carts, Nando's restaurants across Australia and New Zealand, and a direct-to-consumer online shop at relate.org.za. The business model also includes corporate CSI activations and team-building events.

Over 16 years, Relate has reportedly raised over R86 million for social causes, sold over 4.5 million bracelets globally, and supports 100+ cause partnerships. The organization holds NPO (080-636-npo), PBO (930033247), and Level 1 BBBEE certifications. CEO Dalit Shekel leads the organization with co-founder Lauren Gillis referenced as a founding trustee. The core team is reported at 1-10 employees managing the artisan network and cause partnerships.

Name

Relate Bracelets

Legal name

The Relate Trust t/a Relate Bracelets

Website

https://www.relate.org.za/

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Relate Bracelets is a Cape Town-based 100% not-for-profit social enterprise that sells handmade beaded cause bracelets, crafted by 400+ township artisans, to raise funds for 100+ charities across conservation, health, education, and social upliftment globally.

Ownership category

akta.pro rank

Product category

Handmade Beaded Bracelets / Cause Marketing Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

Keywords

• Handmade beaded bracelets
• Cause marketing jewelry
• Social enterprise accessories
• Fair trade bracelets
• Not-for-profit merchandise

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Bracelet Sales: Sale of handmade beaded cause bracelets through wholesale, retail partners, and direct-to-consumer online shop. Profits divided into three: materials/costs, artisan earnings, and cause funding.
2. Wholesale Bracelet Orders: Corporate and retail partners order bracelets in bulk at wholesale pricing (R44 ex VAT per bracelet) for retail, gifting, or CSR activations.
3. Corporate CSI Activations: Businesses engage Relate for Mandela Day events, team-building activities, and ongoing cause partnerships where bracelet purchases fund specific social causes.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels5 records

Core offering

Relate Bracelets designs, hand-beads, and sells bracelets organized around named social and environmental causes (e.g., Goodbye Malaria, SANCCOB, Blind Loyalty, Mental Health, Kruger Centenary, Earthchild Project, Elephants Alive, Water, Nelson Mandela School Library). The business operates an online shop for direct consumer purchases and a wholesale channel supplying retailers and corporates for cause-marketing and CSI activations, with each sale routed through a transparent three-way revenue split between the artisan, the cause partner, and operating costs.

Product overview

Relate Bracelets is a 100% not-for-profit social enterprise that creates opportunity through handmade beaded cause bracelets. The core product is the Relate Cause Bracelet line, with various cause-specific bracelets including Goodbye Malaria, SANCCOB Save the Penguins, Blind Loyalty, Mental Health, Kruger Centenary, Earthchild Project, Elephants Alive, and Water cause bracelets. The organization operates a wholesale program for retailers. Proceeds from each bracelet sale split between maker earnings, cause donations, and operational costs. The products are handmade by township seniors and young adult artisans in Cape Town, South Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Relate Bracelets (core handmade beaded bracelets) Handmade beaded bracelets produced by Relate Bracelets and sold through wholesale, retail, and direct-to-consumer channels, with proceeds routed via a transparent three-way revenue split between the artisan, the named cause partner, and operating costs.
• Goodbye Malaria cause bracelet Hand-beaded bracelet co-branded with the Goodbye Malaria cause, sold to raise funds and awareness for malaria-related initiatives through Relate's wholesale, retail, and online channels.
• SANCCOB cause bracelet Hand-beaded bracelet co-branded with SANCCOB to support seabird conservation, sold through Relate's wholesale, retail, and online channels.
• Blind Loyalty cause bracelet Hand-beaded bracelet co-branded with Blind Loyalty to support guide dog and blindness assistance work, sold through Relate's wholesale, retail, and online channels.
• Mental Health cause bracelet Hand-beaded bracelet co-branded with mental health partners to raise awareness and funds for mental health causes, sold through Relate's wholesale, retail, and online channels.
• Kruger Centenary cause bracelet Hand-beaded bracelet co-branded with the Kruger Centenary initiative, sold through Relate's wholesale, retail, tourism, and online channels including Kruger National Park retail outlets.
• Earthchild Project cause bracelet Hand-beaded bracelet co-branded with the Earthchild Project to support its environmental and youth education work, sold through Relate's wholesale, retail, and online channels.
• Elephants Alive cause bracelet Hand-beaded bracelet co-branded with Elephants Alive to support elephant conservation, sold through Relate's wholesale, retail, tourism, and online channels.
• Water cause bracelet Hand-beaded bracelet supporting water-related causes, sold through Relate's wholesale, retail, and online channels.
• Nelson Mandela School Library cause bracelet Hand-beaded bracelet co-branded with the Nelson Mandela School Library initiative to support school literacy, sold through Relate's wholesale, retail, and online channels.
• Corporate CSI / cause-marketing wholesale supply Wholesale supply of Relate cause bracelets to corporate clients at R44 ex VAT per unit for use in CSR activations, employee gifting, and customer campaigns, with proceeds routed through Relate's transparent three-way revenue split.
• Online direct-to-consumer shop Online storefront where individual consumers can purchase Relate's handmade beaded bracelets directly, with each sale supporting the named cause indicated on the product.

Quantifiable outcome

• R86 million raised for social causes over 16 years
• +7 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

24 partnerships are on record, tiered core and minor.

• Earthchild ProjectcoreStrategic or Co-development Partner · 1 November 2025Bringing yoga, mindfulness, and environmental education to children in under-resourced Cape Town schools. R17,000 raised through Wellness Warehouse Green Friday bracelets. R30,000 donated directly by Wellness Warehouse.
• GreenpopminorStrategic or Co-development Partner · 1 November 2025Living Landscapes Project revitalizing urban spaces through ecological restoration. R32,000 pledged by Wellness Warehouse for Alex Water Warriors wetland restoration in Alexandra township.
• Thornybush Community TrustminorGTM or Marketing Partner · 1 October 2025Supported Ndlopfu Gogos initiative. Hosted five Relate Gogos at Thornybush HQ Camp during safari experience.
• Royal MalewaneminorGTM or Marketing Partner · 1 October 2025Luxury safari lodge providing sunrise and sunset game drives for Ndlopfu Gogos program participants.
• The HERD TrustminorGTM or Marketing Partner · 1 October 2025Supports HERD (Hoedspruit Elephant Rehabilitation and Development) sanctuary where Gogos met Jabulani Herd of rescued elephants.
• Transfrontier Africa Black MambasminorGTM or Marketing Partner · 1 October 2025South Africa's first all-female anti-poaching unit supported by Relate bracelets. Gogos met Black Mambas rangers during conservation journey.
• Wild Shots OutreachminorGTM or Marketing Partner · 1 October 2025Documented Ndlopfu Gogos safari journey in film for sharing.
• Elephants AlivecoreStrategic or Co-development Partner · 1 January 2025Elephant conservation organization. Ndlopfu Gogos ('When the Wise Meet the Wise') initiative brings township Gogos on safari to connect crafters with conservation. Supports research, education, and community coexistence programs including beehive fences and unpalatable crops.
• Blind Loyalty (Amanda Cromhout)coreStrategic or Co-development Partner · 1 September 2024CSR initiative founded by Amanda Cromhout (2023 International Loyalty Personality of the Year). Rallying global loyalty industry around cataract surgery funding for rural South Africa. Bracelets gifted at Leaders in Loyalty Summit.
• Blind Loyalty TrustcoreStrategic or Co-development Partner · 24 July 2024Founded by Amanda Cromhout to provide cataract surgeries for underprivileged patients. R306,460 raised. Goal: become global CSI beneficiary for loyalty industry. Partnership with Grace Vision for surgery delivery; 48 surgeries performed in Eastern Cape.
• Grace VisioncoreImplementation/ SI/ Consulting Partner · 24 July 2024Eye surgery provider conducting cataract surgeries for Blind Loyalty beneficiaries in rural Eastern Cape communities. 48 sight-restoring surgeries performed.
• Wellness WarehousecoreChannel Partner/ Reseller/ Distributor · 1 January 2024Health retailer stocking mental health cause bracelets at R59.95. Second year partnership for Mental Health Month. Wellness Warehouse invested over R120,000 in Green Friday 2025 (R69k bracelets, R52k to Relate model, R17k to Earthchild Project). 140 Gogos and 5 young adult crafters supported.
• The Counselling HubcoreStrategic or Co-development Partner · 1 January 2024Mental health counselling provider offering professional sessions at R50. Every 100 bracelets purchased funds a counselling session reaching 26 individuals. R59.95 bracelet at Wellness Warehouse supports this cause.
• Goodbye MalariacoreStrategic or Co-development Partner · 1 January 2024Malaria elimination initiative co-founded by Robbie Brozin (Nando's co-founder). Nearly R15 million raised through bracelet sales. Helps cut malaria cases by 50-70% in some districts. Proceeds fund spraying, health worker training, cross-border initiatives in Mozambique and Eswatini.
• SANCCOBcoreStrategic or Co-development Partner · 1 January 2024Southern African Foundation for Conservation of Coastal Birds. Nearly R500,000 raised for African penguin conservation. Partnership supports seabird rescue, rehabilitation, and release programs. In 2025, helped secure 10-year fishing ban around penguin breeding colonies.
• Ikamva LabantucoreStrategic or Co-development Partner · 1 January 2024Elder care organization running 17 community senior clubs in Cape Town townships. Provides Gogos with nutritious meals, health screenings, social connection. Mandela Day 2025 goal: R670,000 to sponsor 67 Gogos for one year of care. Relate bracelets beaded at seniors clubs.
• Relate WatercoreStrategic or Co-development Partner · 1 January 2024Clean water initiative bringing solar-powered water infrastructure to rural communities. 4,000 people provided clean water in Nomu wa Huku village. Partnership with Innovation Africa for implementation.
• Innovation AfricacoreImplementation/ SI/ Consulting Partner · 1 January 2024Implementing solar-powered water infrastructure for Relate Water initiative. Helped provide clean water to 4,000 people in Nomu wa Huku village.
• Endangered Wildlife TrustcoreStrategic or Co-development Partner · 1 January 2024Cheetah and rhino conservation. Strengthened cheetah conservation through funding translocations and genetic diversity programs. Supports rhino conservation efforts.
• Nelson Mandela School Library ProjectcoreStrategic or Co-development Partner · 1 January 2024Converts decommissioned shipping containers into fully equipped school libraries. 2026 campaign: 100 bracelets = R4,400 library shelf, 27,500 bracelets = R385,000 complete library container.
• SANParks Honorary RangerscoreStrategic or Co-development Partner · 1 January 2016Conservation partner for Kruger National Park. R690,000 raised over 10 years for essential conservation work. Kruger Centenary bracelet created in 2026 to mark park's 100th anniversary and support flood relief efforts.
• Woolworths South AfricacoreChannel Partner/ Reseller/ Distributor · 1 January 2013Over decade-long partnership. Nearly 500,000 bracelets sold, R4.2 million total social impact, R3.6 million donated to causes, R600,000+ in direct earning opportunities. Valentine's Day friendship bracelets handmade by young adult production team.
• Tourvest Destination Retail (Out of Africa)coreChannel Partner/ Reseller/ Distributor · 1 January 2011Flagship 14+ year partnership. Out of Africa brand sells Relate bracelets at V&A Waterfront and tourist retail locations. Over 1 million bracelets sold, R10.5 million raised for charitable causes, R2.28 million in senior earnings, R14.4 million total social impact. Partnership won V&A Waterfront Neighbourhood Awards Social Impact Award.
• Nando's Australia & New ZealandcoreChannel Partner/ Reseller/ Distributor · 1 January 201113+ year partnership selling Goodbye Malaria bracelets through ANZ restaurants. 276,265 bracelets sold, over R2.7 million donated to Goodbye Malaria, R3.8 million total social impact. Staff wear and promote bracelets; some have made bracelet collecting a friendly competition.

Scale indicators16 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Pura Vida Bracelets: Handmade beaded bracelets sourced from Costa Rican artisans with a charitable component (Bracelets for Charity program). Closely comparable cause-product model, handmade artisan base, and direct-to-consumer plus retail distribution.
• 4ocean: Sells bracelets whose proceeds fund ocean cleanup; signature product is a beaded bracelet purchased to fund a specific cause (pounds of trash removed). Directly comparable cause-tied bracelet product and global retail/wholesale distribution.
• Alex and Ani: Charity-by-Design jewelry line where each piece funds a specific nonprofit cause. Comparable model of dedicated cause-SKU jewelry sold through wholesale (department stores, brand retail) plus brand-owned channels.
• The Giving Keys: Pay-it-forward jewelry brand employing people transitioning out of homelessness to handcraft products in Los Angeles. Directly comparable social-enterprise artisan jewelry with employment-of-underrepresented-makers mission.
• Article 22: Handcrafted jewelry made from repurposed Vietnam War-era shrapnel and bombs by Laotian artisans, with proceeds supporting community development. Comparable artisan-employment, social-mission jewelry brand sold wholesale and DTC.
• Raven + Lily: Ethical fashion jewelry brand partnering with artisan cooperatives in Ethiopia, Kenya, India and Cambodia, with sales funding women-led community programs. Comparable artisan-jobs-plus-cause-funding model in fashion jewelry.
• ME to WE / Create Impact: Social enterprise selling bracelets, beads and accessories whose proceeds fund WE Charity's international development and education programs. Closely comparable model of handmade artisan cause-jewelry funding overseas development and education causes.

Peers

• Lokai: Cause-branded silicone and beaded bracelets supporting charities (ALS, breast cancer, autism, etc.) sold through DTC and retail partners. Comparable cause-tied bracelet line, retail/wholesale mix, and partnership-driven funding model.

Broad incumbents

• TOMS: One-for-one social enterprise across footwear, apparel and accessories with strong brand recognition for its giving model. Broader incumbent in the consumer social-enterprise category rather than a direct jewelry competitor.
• Warby Parker: Buy-a-pair-give-a-pair eyewear pioneer that established the modern consumer social-enterprise playbook. Broad incumbent in cause-tied consumer products; useful reference for partnership/retail scale but operates in a different category (eyewear).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/relatebracelets

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Relate Bracelets