The Story of Jacaranda Living

Co-Founder of Jacaranda Living, Cathy Deale, talks about her roots growing up in South Africa and how she and her husband Martin Deale started the business in 2004.
View the video here.

The Story of Jacaranda Living Sleepwear

Marketing Manager Gracie Deale talks about her role in the company and why Sleepwear has become such a popular category for us.
View the video here.

Our Company

Jacaranda Living LLC is privately held and Co-Founded by Cathy and Martin Deale in 2004. It is headquartered in Wellesley, Massachusetts (a suburb of Boston). Cathy and Martin were born on the Kwa Zulu Natal coastline of South Africa and grew up there until 1997 when they moved with their two young children to live in Boston, Massachusetts. Cathy has always admired fine linens and enjoyed doing her own needlework. Jacaranda Living has enabled Cathy to convert her passion into a thriving North American business with global reach helping to support producers whose personal circumstances are less fortunate than ours.

It all started with Cathy’s admiration for the high quality of workmanship produced by talented local Zulu women along the South African coastline. She became determined to try and help them expand their market horizons beyond South Africa. Jacaranda Living (named after a beautiful lilac flowering tree that is prolific in South Africa) was established to support these many wonderful people and their families, who suffer daily with financial hardship and live in environments that are further compromised by crime and AIDS.

On a trip back to South Africa, Cathy suggested to some embroiderers that she show their beautiful linens to some shops in North America. Of course they were delighted. So, armed with her basket of samples, Cathy walked in and out of gift stores on affluent Newbury St in Boston and nearby Wellesley in Massachusetts. The first orders brought “whoops” of delight, and even more so when those shops reordered after selling out of their towels in only a few weeks.

From those humble beginnings, the company has been able to significantly expand its product mix and introduce many other items made by different groups of African women living under similar circumstances. More recently, new items made by women in various other countries around the world were added. All our linen products are made of high quality natural fabrics - pure cotton and linen. Our look is classic European – beautiful embroidery made by hand and machine, whispers of cotton lace, applique or simply unembroidered. In every case we strive to remain true to our mission – to produce beautiful, high quality linens and gifts and support the talented team who diligently produce them in their socially responsible environments.

Cathy, Martin, Gracie, Natalie and the global Jacaranda Living family are firmly committed to supporting their customers with exceptional service. Martin manages business growth / development, strategic organization and direction. Cathy's tireless energy focuses on the fun part of client and supplier interaction, fulfillment and product development. Gracie leads all aspects of marketing - digital, print, social marketing and trade shows. Natalie is our busy anchor overseeing global inventory replenishment and daily order fulfillment. "It's a happy, exciting and fun place to work. Our clients are a joy to serve ... every day ... and they have have become our greatest ambassadors!" says Cathy.

We hope our products bring as much joy to your home as they do to ours! Your support will help enrich the quality of life for the admirable women around the globe who make them.

Thank you for supporting our mission.

Cathy and Martin Deale

  • Nomathandazo-Mdletshe

  • Nosicelo-Mkhwanazi

  • Zandile-Gumede

  • Embroiderers

  • Embroiderers

  • Cathy with Embroiderer

  • Applique

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