Abstract: Fashion and Family Entrepreneurs: The Case of Jaff and Company on the Witwatersrand, 1930-1980

Hanlie dos Santos

Abstract

The prosperity of the Witwatersrand, after gold was discovered, attracted immigrants from all over the world. Amongst the immigrants were many Jews, and some came with experience in tailoring and either started to work in workshops or became entrepreneurs. However, with the prosperous economic situation on the Rand there were some who, without any background knowledge, took the initiative and made clothing their profession. The popular phrase that was used to describe the opportunistic atmosphere present during the period was that "all that was needed was a couple of sewing machines."