From Heartbreak to Heartfelt – The Story That Changed Me
By Blake Dyason
One year ago, CN&CO partnered with The Heartfelt Project as their marketing and PR partner. At the time, I had no idea how deeply this journey would impact me, both professionally and personally.
In 2024, I had the privilege of visiting Martha and the Heartfelt factory in Makapanstad. What I thought would be a simple introduction to a new client turned into an emotional and inspiring experiences. I met Martha—strong, humble, and full of grace—and immediately fell in love with her spirit and her story. I knew then that this was a legacy that needed to be told.
And so, Martha: A Heartfelt South African Story was born.
This short documentary, which I directed, was beautifully filmed and produced by the incredibly talented Erin Nell from Fell&Co. It tells the true story of Martha, a domestic worker whose life is a testament to love, loss, resilience and the spirit of Ubuntu.
Martha helped raise Julie Hadley and her siblings during the dark days of apartheid. Despite the harsh realities of South Africa at the time, Julie’s family treated Martha and her children as their own. Their bond defied the racial and societal norms of the era, rooted in genuine love and respect.
But tragedy struck when Martha’s son, Emanuel, was wrongfully imprisoned for a crime he didn’t commit. She spent everything she had trying to free him, and just weeks before his scheduled release, he tragically passed away in prison. Despite this unimaginable heartbreak, Martha refused to give up or accept charity. She insisted on continuing to work, to keep moving forward.
Julie, wanting to support Martha in a way that upheld her dignity, sent her some felt and a few simple patterns to make hand-stitched hearts. Martha created 200 beautiful felt hearts, not knowing she was stitching the foundation of a movement. That simple act of creation sparked what would become The Heartfelt Project—a powerful social enterprise that now employs women from Martha’s community, providing income, purpose, and pride.
The story of Heartfelt is a story of resilience. It’s a story of what happens when love is stronger than circumstance, when community rises from tragedy, and when dignity is protected at all costs. It’s about a mother’s strength, a daughter’s gratitude, and the invisible threads that tie us together in the fabric of our shared humanity.
Martha: A Heartfelt South African Story is more than a film. It’s a tribute to Martha, to Emanuel, and to every woman who stitches hope into every handcrafted heart. It’s about legacy—and the quiet power of compassion and determination to change the world, one small act at a time.
Please take a few moments to watch this story and share it with others.
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