Living in Johannesburg, South Africa, Peta-Lee wanted to produce local products that also had the opportunity to provide employment and empowerment to the previously disadvantaged. Peta-Lee trains, guides and works with local felters to produce her creations. Her team of craftspeople either learnt their basic skills via community workshops, or have been trained by Peta-Lee from scratch. The entire team learn, enhance and share their skills in the creative and learning environment that has been created in the PETA-LEE studio.

As the demand for original and uniquely South African products has grown both nationally and internationally, so the communities that display such extraordinary skills have been able to develop and uplift the quality of their lives. The company sees it as a privilege to be a part of this process.