• Home
  • Blog
  • Community
  • Knowledge
  • Cover Stories
  • Startup Stories
  • Playbooks
  • Podcasts
  • Português
    • Events Homepage & Booking
    • Start-Up Night Africa Series
    • Lioness Lean In Series
    • Lionesses of Africa Annual Conference
    • Harvard University / Lionesses of Africa Conference
    • Young Lioness Lean In Series
    • About Us
    • Impact Partners
    • Contributor Team
    • Contact
    • Join the Community
    • Signup for FREE Newsletters
    • Share Your Startup Story
    • Share Your Lioness Launch
    • Share Your Lioness Co-Lab
    • Become a Contributor
    • Nominate to '100 Lionessess'
    • Become an Impact Partner
    • Contact LoA
Menu

Lionesses of Africa

276 5th Avenue
New York, NY, 10001
(212) 634-4540
The Pride of Africa's Women Entrepreneurs

the pride of Africa's women entrepreneurs

Lionesses of Africa

  • Home
  • Blog
  • Community
  • Knowledge
  • Cover Stories
  • Startup Stories
  • Playbooks
  • Podcasts
  • Português
  • Events +
    • Events Homepage & Booking
    • Start-Up Night Africa Series
    • Lioness Lean In Series
    • Lionesses of Africa Annual Conference
    • Harvard University / Lionesses of Africa Conference
    • Young Lioness Lean In Series
  • About +
    • About Us
    • Impact Partners
    • Contributor Team
    • Contact
  • Connect +
    • Join the Community
    • Signup for FREE Newsletters
    • Share Your Startup Story
    • Share Your Lioness Launch
    • Share Your Lioness Co-Lab
    • Become a Contributor
    • Nominate to '100 Lionessess'
    • Become an Impact Partner
    • Contact LoA

Colleen Deetlefs, a South African ecopreneur turning old tyres into beautiful and practical new products for people to love and use

May 21, 2017 Melanie Hawken
Colleen Deetlefs, founder of Innovative Waste Design (IWD) (South Africa)

Colleen Deetlefs, founder of Innovative Waste Design (IWD) (South Africa)

The ability to see possibility in what others see as simply waste is a real talent, and that is something that Innovative Waste Design (IWD) founder, Colleen Deetlefs has in large quantities. She has a creative eye, combined with the business acumen to turn waste into beautiful and practical new products that have a great back story and a positive environmental footprint. 

 

LoA chatted to founder Colleen Deetlefs this month to find out more about this unique and innovative company on a mission to make a difference.

What does your company do?

IWD is a company that specializes in the upcycling of different waste materials and empowering the communities through training and job creation.We manufacture different products using old tyres and discarded tyre tubes. We manufacture backpacks, fashion bags, laptop bags and tyre furniture. We have our own design team, so are able to manufacture to our customers’ requirements.

IMG_20170303_171004.jpg
IMG_20170303_170129.jpg
IMG_20170303_170611.jpg
IMG_20170303_170423.jpg
IMG_20170303_170901.jpg
IMG_20170303_171004.jpg IMG_20170303_170129.jpg IMG_20170303_170611.jpg IMG_20170303_170423.jpg IMG_20170303_170901.jpg

"Our mission is to build long-term relationships with our customers and clients and provide exceptional customer services by pursuing business through innovation and advanced technology."

What inspired you to start your company?

My love for creating products out of waste, and my love for people.

Why should anyone use your service or product?

We are solving two problems that we are facing right now. One is unemployment and the other is waste. By purchasing our products customers are helping us to solve these problems and preventing waste from ending up in landfill, and at the same time creating employment for someone that was previously disadvantaged.

"We believe in treating our customers with respect and faith we grow through creativity, invention and innovation. We integrate honesty, integrity and business ethics into all aspects of our business functioning."

chair tyre.jpg
IMG-20151204-WA0044.jpg
IMG-20151204-WA0047.jpg
IMG-20160622-WA0011.jpg
tyre table 1.jpg
IMG-20151204-WA0000.jpg

Tell us a little about your team

There are five of us full time. Everyone working has been through our training programme. When large orders come in we have about 20 people from the community who work part time for IWD.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

I became an entrepreneur 20 odd years ago when I started a clothing manufacturing factory. After my mom passed away I closed the factory and I then became a clothing and footwear buyer for 13 years. Then one day I decided to quit. I think I ended up doing what I do today purely by chance. I love people and I have a passion for creating something out of nothing. Working with waste really excites me as it is wonderful to make something from what people normally throw away.

"Working with waste really excites me as it is wonderful to make something from what people normally throw away."

What are your future plans and aspirations for your company?

There are many future plans but I say one needs to take one step at a time. To get the foundation right and from there to build. We want to sell our products nationally and internationally. We also want to give dignity to people through our training programme and creating employment.

What gives you the most satisfaction being an entrepreneur?

My greatest satisfaction is seeing someone sewing and making something for the first time. The sense of achievement on their faces is priceless.

What's the biggest piece of advice you can give to other women looking to start-up?

Follow one’s passion and never give up, whatever life throws at you.

 

Contact or follow Innovative Waste Design

WEBSITE | FACEBOOK |  EMAIL  colleen.iwd@gmail.com


Why LoA loves it….

Effective waste management for so many cities in Africa is a continual challenge, and the need to find new and innovative ways of turning waste into useful products is growing. For South African entrepreneur, Colleen Deetlefs, founder of IWD, she sees waste as an exciting opportunity to create something new from what others throw away, and her inspiration comes in the form of old tyres. Her upcycling business is turning tyre trash into a whole range of exciting and eco-friendly new products, creating work opportunities for local communities and showing others that going green can pay dividends in so many ways.  --- Melanie Hawken, founder and editor-in-chief of Lionesses of Africa
In Startup Story Tags Eco-preneur, South Africa
← Narcissi Madisha, a South African fashionpreneur creating stylish and on-trend clothes for young girlsQuote of the Day by Joy Ndungutse and Janet Nkubana →

CELEBRATING 10 YEARS


LATEST PODCAST

LIONESSES OF AFRICA · AI Series Ep. 2 : AI-Human Collaboration in the Workplace

Lioness Radio Show: AI Series Ep. 2 : AI-Human Collaboration in the Workplace - Tune in for an engaging conversation designed to equip you with the knowledge to embrace AI and unlock its possibilities for your business.


LIONESS WEEKENDER COVER STORIES

LIONESS WEEKENDER COVER STORY
Dr Margaret Kemigisha, a publishing entrepreneur passionate about childrens’ literacy
Dr Margaret Kemigisha, a publishing entrepreneur passionate about childrens’ literacy
Sydelle Willow Smith, a pioneer of solar-powered mobile cinema in Africa
Sydelle Willow Smith, a pioneer of solar-powered mobile cinema in Africa
Babette Kourelos, a passionate artisanal bread-baking business builder
Babette Kourelos, a passionate artisanal bread-baking business builder
Thandekile Moloko, an entrepreneur empowering her clients’ financial futures
Thandekile Moloko, an entrepreneur empowering her clients’ financial futures
Teboho Seretlo, a passion-driven entrepreneur helping SMEs to grow
Teboho Seretlo, a passion-driven entrepreneur helping SMEs to grow

IMAGE OF THE DAY. CELEBRATING WOMAN MADE IN AFRICA.

Image of the Day / Reform Studio

Sustainable fashion accessories…We love showcasing women business innovators, so this morning we are featuring the work of sustainable lifestyle brand, Reform Studio, an inspirational eco-focused manufacturing
Image of the Day /Femi Handbags

Full Bloom Style…Add a touch of summer florals to your wardrobe with one of the beautiful new Bloom handbags from Femi Handbags in Nigeria, founded by Femi Olayebi. With their eclectic pops of colour, there&rsq
Image of the Day / Melvins Teas

Time for tea…If you love tea, then this Cool Chamomile tea from the Melvins Tea brand, founded by Flora Mutahi in Kenya is just what you need. The brand is part of Melvin Marsh International, the Kenyan-based f
Image of the Day / Afropian

Storytelling through accessories…Afropian, the Pan-african lifestyle brand founded by Ethiopean entrepreneur Hortense Mbea, is a rare, fully hand-made in Africa brand. It uses traditional know-how in a modern way t
Image of the Day / AAKS

Vibrant Ghanaian craftsmanship,…We just have to share one of our favourite accessories of the year, this beautiful hand-woven bag created by award-winning designer Akosua Afriyie-Kumi and her AAKS brand in Ghana. We lo
Image of the Day / Ledikana

Contemporary South African Chic…Knowing exactly how to spot a gap in the marketplace is key to the success of any fashion brand, and Mapholo Ratau, founder of Ledikana in South Africa, has achieved that goal. For h
Image of the Day / The 1964 Brand

Modern relaxed fashion…Olakunmi Oni is the founder of The 1964 Brand in Nigeria, a fashion business that proudly promotes self-care through minimalist clothing for the modern woman. Loyal patrons of The 1964
Image of the Day / Adèle Dejak

Big bold accessories…We are big fans of luxury jewellery and accessories made with love and passion on the African continent, and Adèle Dejak in Kenya is the epitome of handmade luxury. The brand c
Image of the Day / ReelFruit
 
Healthy snack treats…We love showcasing Africa’s women agribusiness builders, and ReelFruit, founded by Affiong Williams, is inspirational - it’s the largest fruit processing, packaging and distributi
Image of the Day / Dokmai Rwanda

Made in Rwanda Handbag…A passion for handcrafted accessories, combined with a sense of pride for ‘Made in Rwanda’ products, inspired Dokmai Rwanda founder, Bernadette Umunyana, to create a company
Image of the Day / Reform Studio

Sustainable fashion accessories…We love showcasing women business innovators, so this morning we are featuring the work of sustainable lifestyle brand, Reform Studio, an inspirational eco-focused manufacturing Image of the Day /Femi Handbags

Full Bloom Style…Add a touch of summer florals to your wardrobe with one of the beautiful new Bloom handbags from Femi Handbags in Nigeria, founded by Femi Olayebi. With their eclectic pops of colour, there&rsq Image of the Day / Melvins Teas

Time for tea…If you love tea, then this Cool Chamomile tea from the Melvins Tea brand, founded by Flora Mutahi in Kenya is just what you need. The brand is part of Melvin Marsh International, the Kenyan-based f Image of the Day / Afropian

Storytelling through accessories…Afropian, the Pan-african lifestyle brand founded by Ethiopean entrepreneur Hortense Mbea, is a rare, fully hand-made in Africa brand. It uses traditional know-how in a modern way t Image of the Day / AAKS

Vibrant Ghanaian craftsmanship,…We just have to share one of our favourite accessories of the year, this beautiful hand-woven bag created by award-winning designer Akosua Afriyie-Kumi and her AAKS brand in Ghana. We lo Image of the Day / Ledikana

Contemporary South African Chic…Knowing exactly how to spot a gap in the marketplace is key to the success of any fashion brand, and Mapholo Ratau, founder of Ledikana in South Africa, has achieved that goal. For h Image of the Day / The 1964 Brand

Modern relaxed fashion…Olakunmi Oni is the founder of The 1964 Brand in Nigeria, a fashion business that proudly promotes self-care through minimalist clothing for the modern woman. Loyal patrons of The 1964 Image of the Day / Adèle Dejak

Big bold accessories…We are big fans of luxury jewellery and accessories made with love and passion on the African continent, and Adèle Dejak in Kenya is the epitome of handmade luxury. The brand c Image of the Day / ReelFruit
 
Healthy snack treats…We love showcasing Africa’s women agribusiness builders, and ReelFruit, founded by Affiong Williams, is inspirational - it’s the largest fruit processing, packaging and distributi Image of the Day / Dokmai Rwanda

Made in Rwanda Handbag…A passion for handcrafted accessories, combined with a sense of pride for ‘Made in Rwanda’ products, inspired Dokmai Rwanda founder, Bernadette Umunyana, to create a company

STARTUP STORIES. MEET THE WOMEN WHO’VE LAUNCHED.

Featured
Tumelo Tshwagong, a South African agri-entrepreneur contributing to finding sustainable local solutions to addressing food insecurity
Tumelo Tshwagong, a South African agri-entrepreneur contributing to finding sustainable local solutions to addressing food insecurity
Gloria Sellwane Phala, a South African entrepreneur helping clients benefit from the transformative impact of yoga
Gloria Sellwane Phala, a South African entrepreneur helping clients benefit from the transformative impact of yoga
Nondumiso Leshaba, a South African business builder providing professional business advisory and accounting services to SMEs
Nondumiso Leshaba, a South African business builder providing professional business advisory and accounting services to SMEs
Anneline Lucinda Lopis, an entrepreneur on a mission to grow small scale miners around the African continent
Anneline Lucinda Lopis, an entrepreneur on a mission to grow small scale miners around the African continent
Gadifele Moeng, a South African entrepreneur empowering young people to find their voices through public speaking
Gadifele Moeng, a South African entrepreneur empowering young people to find their voices through public speaking

LIONESS DATA & INSIGHTS


LIONESS PLAYBOOKS



Screen Shot 2020-01-27 at 6.01.32 PM.png
Screen Shot 2020-01-27 at 5.34.58 PM.png

Sign up today to receive the #1-rated newsletters for Africa's women entrepreneurs.

* indicates required
Required: Please select your newsletter(s):


LIONESS BOOK REVIEWS

Featured
Dream Big and Win: Translating Passion into Purpose and Creating a Billion-Dollar Business by Liz Elting
Dream Big and Win: Translating Passion into Purpose and Creating a Billion-Dollar Business by Liz Elting
After the Idea: What It Really Takes to Create and Scale a Startup by Julia Austin
After the Idea: What It Really Takes to Create and Scale a Startup by Julia Austin
Feminine Intelligence: How visionary leaders can reshape business for good by Elina Teboul
Feminine Intelligence: How visionary leaders can reshape business for good by Elina Teboul
Bridging the Confidence Gap: How Empowered Women Change the World by Sheena Yap Chan
Bridging the Confidence Gap: How Empowered Women Change the World by Sheena Yap Chan
Authentic Selling: Be Real to Seal the Deal by Kendrick Shope
Authentic Selling: Be Real to Seal the Deal by Kendrick Shope

About Us  |  Contact Us  | PRIVACY POLICY | terms OF SERVICE  | Community Guidelines  

© 2025 LIONESSES OF AFRICA public benefit corporation. ALL RIGHTS RESERVED.