What started with hand sewing at home has, over the past 12 years, grown into a sophisticated fashion business creating bespoke garments for women across Eswatini.
For Thando Lindelwa Maseko, founder of Haven Atelier, fashion was not simply a career choice. It was a creative language she discovered early, inspired by her mother’s love for craft and DIY projects.
“I always knew I was meant to create,” says Maseko, reflecting on the journey that began with sewing projects inspired by her mother.
Her passion took a more serious turn while she was at university when she bought her first sewing machine and began accepting custom orders around campus. What began as making clothing and accessories for herself gradually evolved into a business.
Today, Haven Atelier is a bespoke fashion design and tailoring studio specialising exclusively in women’s wear, from custom couture and evening gowns to everyday garments. The studio has moved far beyond generic ready to wear clothing, positioning itself around precision, personalisation and craftsmanship. For Maseko, the difference lies in creating garments specifically for the woman who will wear them. Haven Atelier offers made to measure gowns, traditional and modern fusion wear, special occasion outfits and bespoke everyday wardrobe pieces. Clients can also bring inspiration pictures or sketches, which she transforms into original designs.
The business also places strong emphasis on fit. Its structured three stage fitting process includes pattern checks, design adjustments and final finishing, allowing clients to participate in the creation of their garments while ensuring that the finished product fits their bodies properly.
But behind the beautiful garments is a businesswoman who understands that creativity alone cannot sustain a company. Maseko describes herself as a hands on, detail oriented and encouraging leader who leads by example. While she encourages creativity and collaboration, she maintains firm standards around quality, timelines and customer service.
Those boundaries are equally important in maintaining relationships with customers. From the beginning of each project, clients are given clear timelines, payment structures and material requirements. This transparency, combined with active collaboration throughout the fitting process, helps eliminate surprises.
For Maseko, keeping clients happy is ultimately about trust. “Custom fashion isn’t just about sewing. It’s about confidence, precision and building trust with the person who will wear your work,” she says.
Her journey has not been without challenges. Sourcing specialised materials locally can be difficult, while some clients need to be educated about the time, skill and labour involved in custom craftsmanship compared to mass produced clothing. There is also the constant balancing act between being creative and running a business.
Her advice to aspiring executive directors and entrepreneurs is therefore straightforward: Master both sides of the business. “Passion gets you started, but clear policies, boundary setting, financial discipline and systems keep the doors open.”
Yet Maseko remains focused on the bigger picture. Her vision is for Haven Atelier to become Eswatini’s premier atelier, while helping establish a sustainable standard for local garment design and craftsmanship.
And for someone whose journey began with a needle, thread and inspiration from her mother, the future certainly looks well stitched. Away from the sewing machine, Maseko says her faith remains central to both her personal life and business. She is currently reading the Bible daily as she seeks to develop a deeper personal relationship with God. For her, the journey is far from complete. “I am nowhere near my ultimate destination yet,” she says.
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