Championing Relationships and Innovation in South Africa’s Furniture Industry
Championing Relationships and Innovation in South Africa’s Furniture Industry
Tracy Symons, the newly appointed Marketing Manager at the South African Furniture Initiative (SAFI), has extensive experience in operational relationship management, sales and marketing. With over two decades of expertise in cultivating key relationships and driving business growth, Tracy is set to play a crucial role in shaping the future of South Africa’s furniture industry.
Tracy’s primary focus at SAFI is on building and nurturing relationships with furniture manufacturers and stakeholders—an essential task for the organisation’s ongoing success. “I will be involved in marketing the benefits of SAFI Membership to manufacturers and developing compelling value propositions for Associate Members,” she explains. Tracy’s efforts aim not just at growing membership numbers but also at generating revenue that supports SAFI’s initiatives, including the implementation of the Furniture Industry Master Plan (FIMP). This, in turn, directly contributes to the long-term sustainability and growth of the industry.
Although SAFI recently relaunched its website, Tracy is already spearheading efforts to further enhance the organisation’s digital presence. By focusing on improving user experience and adding value-driven features, the website is close to become a powerful tool for industry stakeholders. “This digital transformation is set to increase engagement and provide more resources to SAFI members,” she notes.
One of the exciting projects under Tracy’s leadership is the proposed Furniture Industry Trade Show. Following a promising industry survey, Tracy and her team are exploring various options to ensure the event’s success, particularly in attracting foreign buyers. This project has the potential to significantly boost exports and create new opportunities for South African manufacturers on the global stage. In addition to the trade show, Tracy will oversee other SAFI-hosted events, further solidifying the organisation’s position as a leader in the industry.
Advocacy and Community Engagement
SAFI’s advocacy efforts play a critical role in the industry and Tracy is passionate about the organisation’s mission. “SAFI is more than just an industry association; it is the mouthpiece for the industry and the catalyst for innovation and growth in the South African furniture sector,” she said. SAFI’s initiatives range from skills development programs to networking opportunities, all aimed at elevating the industry. As the implementing agent for the FIMP, SAFI’s work directly impacts the future success of the sector.
A Journey of Resilience and Determination
Tracy’s professional achievements are complemented by her personal journey of resilience and determination. Last year, she conquered the Fish River Canyon in honour of her late son, a deeply personal and demanding challenge that shaped her perspective on life and work. Following this, she founded the Cameron Chubb Foundation, a Non-Profit Company (NPC) in his memory, successfully raising significant funds and donations for the Hout Bay community.
Looking Ahead
In her brief time at SAFI, Tracy foresees a growing embrace of sustainable practices, LEAN manufacturing principles and the adoption of digital tools and technologies. These changes, coupled with SAFI’s efforts to boost exports and reduce imports, are expected to lead to job creation and industry growth.
Outside of her professional role, Tracy is passionate about the outdoors, enjoys hiking and is a scuba diver. She also treasures quality time with her 8-year-old daughter and is dedicated to giving back to the community through her son’s charity.
