Pretoria Sisters Build a Global Homeware Brand After Quitting Their 9-to-5 Jobs
- Pretoria sisters Mo and Michelle Mokone launched Mo's Crib as a weekend side hustle in 2018 after visiting a local market
- Both women left successful corporate careers during COVID-19 to grow the handwoven basket brand full-time
- Mo's Crib secured Crate & Barrel as a global distributor and built a people-first model with a 100% employee retention rate
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Two sisters from Pretoria walked away from stable, well-paying careers to chase something they spotted at a weekend market — and ended up building a brand sold in homeware stores across the world.
Mo and Michelle Mokone attended a local Pretoria market in 2018, where they watched artisans craft beautiful pieces from recycled materials. The experience stayed with them. Mo was a Vice President of Human Resources at Nestlé at the time, and Michelle was working as an economist. Despite their demanding careers, the pair launched Mo's Crib on weekends, producing handwoven baskets made from recycled materials.
By the end of 2019, the brand had outgrown its hobby status. The sisters were exhibiting at markets across South Africa and picking up product awards along the way.
COVID pushes sisters to take the leap
When the pandemic shut down markets in 2020, Mo and Michelle faced a choice. Instead of waiting it out, they quit their corporate jobs and committed to Mo's Crib entirely. The early months were tough. Their savings took a serious hit as they searched for a new direction. That pivot came in the form of wholesale, and a trip to a trade show in New York changed everything. There, they connected with international retailers and eventually landed Crate & Barrel as a major global distributor, placing Mo's Crib products in homeware stores around the world.
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Building a brand that puts people first
What sets Mo's Crib apart goes beyond the product. Growing up in a working-class household shaped how the Mokone sisters designed their business. Their artisans earn fair living wages and receive practical support, including free lodging, transport stipends, on-site medical care and access to books. At the end of every month, employees get a paid day off dedicated entirely to self-care, something the sisters call Wellness Fridays.
The company also partners with local banks to run financial literacy programmes for workers, many of whom are receiving a consistent income for the first time in their lives. The results have been significant. Mo's Crib reports a 100% employee retention rate, and several workers have used their earnings to pay for their children's university education.
For Mo and Michelle Mokone, the mission has always been to break the cycle of poverty, one basket at a time. Their story is proof that a business built on compassion can compete on a global stage.
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