BUILD Mag June 2023

SMALL
BUSINESS
feature
It is a long road to becoming a household name, ask Fehmida
Jordaan who has transformed her "FEHMZ" name into a brand we
are all familiar with. Our small business feature takes a look at
this power house entrepreneur and social media marketing ninja.
Who or what is HGM/Fehmz Mocktails?
The HalaalGoodsMarket was just an idea in 2011, I used to love going to
markets but was always left wanting with halaal options other than the one
samosa aunty or the veg options.
A couple years later I was chatting with friends and complaining about the
same thing yet again and not a day later she read an article by Ishay Govender
talking about the gap there was for a halaal market around and that
catapulted my resolve to JUST DO IT. So I registered the website and told
myself to just do it. But the procrastination train got me and it was only until
2017 that I finally felt confident and ready to start something truly unique.
What makes this one different? It’s a first of its kind artisanal food and design
market that boasts halaal locally sourced items. With a growing niche market,
the halaal food industry is booming and local small businesses are entering the
scene to offer their fare to a wider audience.
This market is different in that it is entirely curated, it’s not possible to just
BOOK a stall at the market, a committee oversees the participation of each
vendor through an application process to curate the best connoisseurs of
Halaal goods. This is not a normal run of the mill event. Our vendors have
taken the flavours of the world and added the halaal touch. From Korean to
Japanese and a twist on traditional favourites, there’s something for every
palate.
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