What It Takes to Build a Successful Family Business in South Africa

Some businesses are built on spreadsheets and business plans. Others are built on grit, family ties, and a bit of faith. Proto Promotional Products is one of the latter; a family business in South Africa that began in a modest garage in Vanderbijlpark and has grown into a respected name in corporate gifting across Southern Africa.

This is the story of Dalene and Elana. Mother and daughter. Business partners. A team.

Dalene van Staden founded Proto Promotional Products in 1991. At a time when few women were encouraged to start their own businesses — and even fewer received financial backing — Dalene faced significant challenges. Banks turned her down, and support was scarce. What she did have was:

• A clear vision

• Determination to see it through

• A willingness to learn along the way

Dalene was not the typical entrepreneur. With a background in medical technology and years of laboratory experience, she brought a unique perspective: a sharp eye for detail, strong discipline, and a memory that could shame a computer chip. She identified a gap in the market for high-quality corporate gifts and was determined to fill it.

Without funding or fancy resources, it was just one woman doing it all. In the early days, Dalene managed every aspect herself — sourcing products, meeting clients, managing the books, and even handling deliveries and collections. The journey was tough. While starting something new often begins with excitement, many business owners understand the isolation that can follow. The pressure is relentless, the risks deeply personal, and the fear of failure never far away.

Cash flow was a constant struggle. Growing a business without money in the bank is a reality many entrepreneurs face — yet one that often goes unspoken. You may have the clients, the ideas, and the drive, but without cash, every step forward can feel like a gamble.

Running a business on your own is tough. Running it with family can be even tougher. But for Dalene, support came from those closest to her. Her sister Suna stepped in to help manage the admin. Together, they built Proto Promotional Products from the ground up, slowly, steadily, and with heart.

One of the things that makes family business truly different is that you can’t walk away when things get hard. You argue, you see things differently, you clash over fonts and stock deliveries — but then you sit down to Sunday lunch. There’s no storming off for good when your business partner is also your sister… or your daughter. You fight, sure, but you keep showing up — because deep down, everyone wants the same thing: for the business to work, and to succeed.

Speaking of daughters — Dalene never expected, or even encouraged, her children to join the business. She believed they should forge their own paths. And Elana Rae, her daughter, did just that.

With a B.Com in Marketing from TUKS, a Diploma in Advertising from AAA, and digital marketing training from UCT, Elana built a successful career in advertising, ultimately serving as Client Service Director. She had the title, the experience, the career. But when she looked ahead, she began to ask: Was she building someone else’s dream — or could she help shape her family’s story?

Elana joined Proto Promotional Products in 2016. And just like that, the next chapter began.

It wasn’t an easy choice. Joining a family business as “the boss’s daughter” comes with its own set of challenges. People assume it’s the easy route. But Elana knew it would be anything but. Still, she was ready. She brought fresh eyes, strategic thinking, and a deep respect for what her mother had already built.

Since Elana joined the business, Proto Promotional Products has continued to grow — building on a proud legacy while embracing fresh energy and direction. Today, Proto Promotional Products is a trusted name in the industry, with three warehouses and a distribution network that spans across South Africa, Namibia, and Botswana.

While Elana helped modernise systems and streamline operations, the heart of the business remains unchanged. What continues to set Proto apart is a deep commitment to:

• Service

• Quality

• Relationships

These values are woven into every product delivered, every order packed, and every client relationship nurtured — just as they always have been.

Running a family business in South Africa as mother and daughter isn’t always easy. There are natural tensions and the challenge of separating work from home. But Dalene and Elana have found their rhythm.

• Business stays in the boardroom

• Family stays at the dinner table

• Disagreements happen, but mutual respect keeps things moving forward

That is the beauty of a family business. There is a deeper understanding and trust that keeps things strong, even on the hard days.

As we celebrate Women’s Month, stories like this feel especially meaningful to share. They remind us that behind many thriving businesses are women who’ve fought for their place, taken risks, and supported each other through thick and thin.

Proto Promotional Products is more than just a supplier of branded corporate gifts. It is a family business in South Africa built on courage, care, and connection. A mother’s dream carried forward by her daughter’s vision.