Every August, Women’s Month in South Africa invites us to reflect on the quiet strength, endurance, and vision of women who build and hold together our homes, our businesses, and our communities. For our team Groundcover, Women’s Month is not merely an entry on our calendar - it is a moment to honour the very heart of our story.
Today, we celebrate Amanda McCarthy, a woman whose resilience, fortitude, and warmth sustained Groundcover through its darkest trial and helped shape it into the enduring Midlands institution it is today.
Rooted in the KZN Midlands (1990)
The Groundcover story began in 1990 when Justin and Amanda McCarthy chose to lay down their roots in the serene, rolling hills of Curry’s Post in the KwaZulu-Natal Midlands. Together, they envisioned more than just a leather craft workshop; they sought to create an authentic lifestyle rooted in quality, craftsmanship, and local harmony. From a modest founding team of just four people, Justin and Amanda began crafting leather footwear and goods that were inspired by and built to take on the rugged beauty of the South African countryside.
As Justin and Amanda’s business grew, so too did the vibrant community surrounding it. Groundcover was proud to be among the founding pioneers of what would become the world-renowned Midlands Meander and Crafters Guild, transforming a quiet rural bypass into a thriving haven for local artisans, travellers, and storytellers.
An Unimaginable Loss & The Courage to Continue
On the 2nd of July 2010, tragedy struck the heart of Groundcover. Justin was fatally injured on his mountain bike while training for an expedition to the Himalayas. In an instant, Amanda was faced not only with the profound grief of losing her life partner and co-founder, but also with the formidable weight of a growing enterprise and the livelihoods of dozens of local artisans and their families.
Where many would have succumbed to despair, Amanda stepped forward with extraordinary grace and courage. Backed by the solidarity of the extended Groundcover community and the dedicated staff at Curry’s Post, she took hold of the reins. She chose not to let her and Justin’s dream fade, but rather to shield, sustain, and nurture it.
Sustaining the Ethos & Growing the Family
For twelve years following Justin’s passing, it was Amanda alone who guided Groundcover. Under her leadership, the business did not merely survive - it deepened its roots. The Groundcover community and workforce expanded steadily from its humble beginnings to a team of over 30 skilled artisans, many of whom have spent decades mastering their craft alongside the McCarthy family.
Amanda ensured that Groundcover remained true to its founding principles: meticulous handcrafted quality, deep respect for natural materials, and an unshakeable commitment to uplifting the rural KwaZulu-Natal community. She cultivated a workplace culture built on empathy, dignity, and mutual trust.
Passing the Reins to the Next Generation
In 2022, having successfully safeguarded Groundcover through twelve years of independent leadership, Amanda passed the management reins to her son and daughter-in-law, Daniel and Angela McCarthy.
Today, Dan and Ang lead Groundcover into an exciting new era, bringing renewed energy and fresh perspectives while honouring the strong foundation laid by Justin and Amanda. They continue to nurture the local community, invest in the next generation of South African craftspeople, and keep the authentic spirit of Curry’s Post alive.
As we reflect this Women's Month on the hands and hearts that built Groundcover, we extend our deepest gratitude to Amanda McCarthy. Her resilience created a legacy that touches every pair of shoes, every stitched leather item, and every visitor who walks through our doors in Curry's Post.
Thank you, Amanda, for showing us what strength, grace, and enduring love truly look like.
