LILLY LOOMPA MOVEMENT JOINS OUR SUSTAINABILITY JOURNEY

by Chelsey Hale

Collaboration is a powerful force that brings together diverse perspectives. It fuels creativity and leads to innovative solutions that might not have been possible within the confines of a single organisation.

As we tread the ever-evolving sustainability path at Dream Hotels & Resorts (DHR), we have discovered immense value in nurturing relationships with initiatives sharing our vision of building a brighter future. One exceptional business we have had the pleasure of partnering with in 2024 is Lilly Loompa, a South African upcycling design company.

Selected in a tourism incubator project through the Southern Africa Tourism Services Association (SATSA), DHR has proudly supported Lilly Loompa financially but is inspired to collaborate on a deeper level.

Lizl Naude, founder of Lilly Loompa.

“Upon meeting the husband-and-wife team behind the business, Lizl and Ashley Naudé, I knew we had stumbled upon something special,” says Chris Godenir, Custodian of The Peninsula All-Suite Hotel and Head of Art of Creation, a business unit committed to helping DHR achieve its strategic vision of building a brighter future.

“Their personal values and company ethos ignite meaningful action toward pressing social and environmental challenges. Lilly Loompa is proof that every individual, no matter their circumstance, can make a positive impact upon the world.”

With the establishment of a central purchasing division at DHR, Chris emphasises how they are looking to manufacture a product line with Lilly Loompa to be used throughout the Group.

“By doing so, we can offer Lizl and Ashley additional sales volumes for increased profit margins to reinvest in the business. We can further assist them with creating further employment opportunities and repurposing even more waste that would otherwise be diverted to landfill sites.”

Lilly Loompa micro-factory based in Paarl.

With their micro-factory based in Paarl, Lilly Loompa is on a mission to repurpose waste into unique and appealing lifestyle products. But that’s only just the start.

“Waste is hugely overlooked and underused in South Africa, not only for manufacturing functional homeware but as a means to generate income for local families and communities,” says Lizl. “We are giving discarded material, typically considered as trash, a second life filled with possibilities.”

Lizl and her team collect source material from neighbouring wine farms, construction sites, industrial kitchens and waste dump sites. It then goes through a process of cleaning and restoration, before it is transformed into functional products to use in the home or office.

The metaphor of regeneration not only underpins their company ethos but has remained a common thread in Lizl and Ashley’s lives before the inception of Lilly Loompa.

“The time between 2006 and 2016 caused us immense financial suffering and we experienced several personal setbacks. During this desperate time, I prayed for a solution, and I clearly understood that the way out for my own family, and others like us, was waste. That’s really how Lilly Loompa came to life, and now here we are!”

Initially focusing on upcycled jewellery, the company has evolved into a family-run business, with Ashley, her husband, stepping in to support as co-founder.

“Lizl works within the business, and I work on the business. She runs our operations whereas I help look at the bigger picture and steer us towards the next big goal,” Ashley explains.

With experience running a previous NPO focused on leadership mentoring for young men, he highlights the importance of building strong family units and communities.

“It is sorely underestimated how important a cohesive family unit is for the success and stability of a society. No family is perfect, but I hope to lead by example as a present and supportive husband and father.”

Despite their challenges of scaling Lilly Loompa, while maintaining a healthy balance between their home life and the business, Lizl admits the real reward is inspiring a renewed sense of purpose in others.

“That’s the bigger meaning behind what we do. Ultimately, it’s about creating hope. Lilly Loompa is proof of what happens when you make the choice to operate in your gifts, have enduring faith, and believe in what is possible even in the most dire circumstances.”

Protea snack caddies.

A Lilly Loompa team member hard at work.

Upcycled products made with discarded waste.

“Our goal of creating a brighter future includes supporting individuals such as Lizl and Ashley, and looking at what we can do to ensure their success,” says Chris.

“Even if the journey starts in small steps, we are excited to see where it leads us. Their story is nothing less than inspiring and we would love to use our resources and networks to help them in getting where they hope to go.”

According to Lizl, their audacious goal for the future includes the establishment of what she refers to as an ‘innocentre’ – a dedicated space for universities, sustainable programmes and waste upcycling businesses to come together and develop reusable raw materials.

“Much like Ashley and I, when individuals with different perspectives come together, they bring unique insights and ideas to the table. This is the same in business. Diversity fuels greater creativity and leads to solutions that might not have been possible within the confines of a single organisation.”

This perspective is reflected across DHR, which views its continued collaboration with Lilly Loompa as an opportunity to exercise a commitment to operating with greater impact and accountability.

WONDERING ABOUT THE NAME LILLY LOOMPA?

Lizl’s younger cousins could not pronounce her name, so they called her Lilly. Later in her tween years, Charlie and the Chocolate Factory became her favourite children’s book and she loved the oompa loompa characters. By combining the two concepts, Lilly Loompa was born.

“The beauty of cross-sector alliances is that they tackle sustainability issues comprehensively while encouraging fresh, new approaches to the way all do business,” Chris explains. “By drawing upon the strengths of each sector, we can address not only the environmental aspects but also the social and economic dimensions of sustainability.”

“For any business in the pursuit of sustainability, Lizl concludes by highlighting that it is not a destination, but an ongoing journey marked by exploration, discovery, and adaptation.

“It’s about doing what is right and what is necessary to make things better. We are always open to partnering with others who share our values for the world we hope to see for our children.”

To find out more about the work of Lilly Loompa, contact Lizl Naude, owner and creative director via cellphone: Tel: +27 823205589 or email Lizl directly: lizl@lillyloompa.com

Lizl with a handmade African frame.