An employee of A2J Embroidery.
Image: Supplied
What began as a leap of faith for Sarite and Shawn Staas has evolved into one of eMalahleni’s established embroidery businesses. Through 24 years of hard work, perseverance and dedication, the couple has grown A2J Embroidery into a respected company known for its quality workmanship and commitment to customer service.
The journey began in 1998 with a dream of owning an embroidery machine. Although circumstances prevented that dream from becoming a reality at the time, the vision remained alive. In 2002, a pastor shared a prophetic word that would become a defining moment: “God says you will own a business doing embroidery.” Encouraged and inspired, a small home embroidery machine was purchased, and the business was launched from a caravan park in Pretoria after Shawn was retrenched.
Operating with a modest machine, the business steadily grew over the years. While Shawn secured other employment and the family eventually moved out of the caravan park, the embroidery work continued from home. As the business developed, the family made a significant decision to pursue embroidery full-time. Safety concerns played a role in this choice, as Shawn’s work on major roads had become increasingly dangerous. In December 2014, A2J Embroidery took a major step forward with the purchase of its first industrial embroidery machine.
The following year brought another significant change when God led the family to Witbank. Like many businesses, A2J Embroidery experienced both challenges and triumphs along the way, but through every season, God’s faithfulness remained evident. This was especially true during the Covid-19 lockdown in 2020, a period that tested businesses worldwide. Despite the uncertainty, A2J Embroidery not only endured but continued to grow. In 2024, the company moved to its current premises in Fransville, Witbank, where it continues to flourish and expand day by day.
The name A2J Embroidery was inspired by the song “Addicted to Jesus” by Carmen, reflecting the faith-centered values that have guided the business from the beginning. Rather than identifying a specific gap in the market, the founders simply trusted God to direct them toward the work He wanted them to do and the skills He wanted them to learn.
The early years presented numerous challenges. With no previous experience in embroidery or business management, every aspect of the journey required learning from scratch. Through determination and persistence, the founders became self-taught entrepreneurs and machine operators, a learning process that continues to this day. Their willingness to adapt and grow has been a cornerstone of the company’s success.
Among the many achievements over the years, one of the proudest milestones was the production and embroidery of masks for more than 800 companies and private individuals during the pandemic. The journey has also been filled with memorable lessons, including discovering what can and cannot be embroidered. From corporate apparel to unexpected items such as toilet paper, every project has expanded their expertise and creativity.
From day one, the business has been built on the values of honesty, trustworthiness, commitment, and respect. The team strives to honour customer deadlines wherever possible and believes in treating every client with courtesy and professionalism. Client satisfaction remains one of the strongest motivations behind the quality of work delivered, while the company culture is rooted in Godly principles and sound business ethics.
Today, A2J Embroidery offers embroidery services on a wide range of corporate, personal, and promotional items. Their work includes corporate clothing, personal protective equipment, baby cloths, bridal veils, personalised gifts, towels, and special occasion products for celebrations such as Christmas, Mother’s Day, and Father’s Day. Their client base ranges from large corporate organisations to individual customers seeking unique, customised products.
Embroidery remains one of the most effective branding tools available. Its durability, professional appearance, and long-lasting quality make it a preferred choice for businesses seeking a polished and professional image. By using high-quality cottons and materials, A2J Embroidery ensures that every product meets a high standard of excellence. The company most frequently serves corporate clients and schools, sectors where quality branding and uniformity are especially important.
What distinguishes A2J Embroidery from its competitors is its commitment to helping both businesses and communities meet demanding deadlines, particularly when other service providers may be unable to assist. This dedication to customer service has helped build long-term relationships and contributed to the growth of many clients. Two examples that stand out are Stenda Trading, which grew from approximately ten employees to more than three hundred, and Orea Holdings, which has experienced continuous growth over recent years. The team firmly believes that as their customers grow, so do they.
As the embroidery and branding industry evolves, customer expectations continue to change. Faster turnaround times have become increasingly important, requiring businesses to be more efficient than ever before. At the same time, A2J Embroidery is exploring opportunities to introduce new trends and innovations, encouraging customers to “watch this space” for exciting developments.
One common misconception about embroidery is that it is quick and easy. In reality, producing high-quality embroidered products requires careful preparation, technical expertise, attention to detail, and significant time investment. Understanding this process helps customers appreciate the craftsmanship behind every finished product.
A2J Embroidery also believes strongly in the importance of supporting local businesses. By working together, local enterprises can help build stronger communities and create opportunities for future generations. Looking ahead, the vision is to expand A2J Embroidery into additional communities, bringing quality embroidery services and faith-driven business values to even more customers.
If the company could be described in just three words, those words would be Godly, professional, and honest. Above all, the team hopes people will remember the simple philosophy that has guided them throughout their journey: “We do our best and God does the rest.”
For aspiring entrepreneurs, the advice is straightforward: persevere, pray, put God at the centre of your business, and never give up. Success often comes through persistence and faith, even when the path is challenging.
For anyone considering A2J Embroidery for their next project, the team encourages clients to provide as much relevant information as possible. The more details they receive, the better they can deliver a product that meets and exceeds expectations. Their commitment to excellence is perfectly captured in their motto: “Built on quality, stitched with pride.”
