goGOGOgo: Joy with Purpose

At Gitana, every creation begins with a desire to spark joy. We believe beauty should live in the everyday, in objects that are useful, thoughtful, and quietly uplifting.

When we began designing a dust cover for our handbags, we imagined more than something protective. We wanted a piece that could move easily through life — a beautiful, reusable bag that could double as a shopper and earn its place in your world. We also wanted it to speak to who we are, bringing a touch of Africanness into our Italianity through vivid, colourful shweshwe fabrics rich with warmth and cultural soul.

While sharing this idea with one of our suppliers, we were introduced to goGOGOgo. It felt immediately right.

Grandmothers are raising over four million children in South Africa. As a Senegalese proverb so beautifully puts it, “A home without a grandmother is like a road that goes nowhere.” Families and communities are being held together by these older women — known affectionately as GOGOs — whose resilience, wisdom, and care shape the lives around them every day.

Founded in 2020 by Jane Simmonds, goGOGOgo exists to honour these women and recognise their expertise. Through meaningful work and partnerships, the organisation supports GOGOs as agents of change, strengthening early childhood development, supporting pre-adolescent years, and nurturing the wellness of the GOGOs themselves. It is thoughtful, practical work rooted in dignity and respect.

A few weeks ago, we had the privilege of experiencing this spirit first-hand when we joined the goGOGOgo Christmas dinner at the charming Old Ducky French Café, owned by the wonderful Marina Appelbaum.  Over French-style burgers and the most delicious carrot and cheesecake, we shared an evening that was equal parts joyful and humbling.

What struck us most was the generosity in the room. People from all walks of life giving their time, freely and wholeheartedly, in support of goGOGOgo’s mission.  Among them was the remarkable  Malebona Precious Matsoso, whose presence underscored the importance and reach of this work. But the true heart of the evening was the coming together - the GOGOs themselves, alongside the dedicated team ensuring this project continues to bring real change.

To sit with these women, to witness their dignity, happiness, and sense of empowerment despite often difficult circumstances, was a quiet lesson. One that reminded us how easily we take life’s basic necessities for granted, and how powerful community can be when built with care.

Our collaboration with goGOGOgo feels deeply aligned with who we are. At Gitana, sustainability is not only about materials or processes. It is about people. About choosing partners who create upliftment, opportunity, and lasting impact.

Each dust-cover-turned-shopper is made by the hands of women whose strength and stories inspire us. Together, we are creating pieces that carry more than beauty — they carry joy, dignity, cultural richness, and the magic of everyday life.

We are truly grateful to be a small part of something so meaningful.