Welcome to the Word Couture Co.


If words were clothes, we’d be couturiers.

Leaving the safety net of corporate employment behind, Umayya and Sam founded Word Couture Co. in 2016; a female-powered communications company that connects excellence with affordability. With over 15 years of writing and editing experience across various fields and platforms, they understand that written content is far more than just words on paper or letters on a screen. Assisted by an extended network of experts in graphic design and development, they meticulously craft text that’s grammatically flawless and stitched with UX in mind to capture and showcase a brand’s unique tone and personality. However, what sets this team apart from the rest is their specialisation in communicating sustainability; a sought-after service by companies eager to build a new generation of business wherein ethics meets aesthetics, and greener and cleaner processes are at the very heart of what they do.

Umayya Theba

Sustainable Fashion Consultant, UX Copywriter and Communications Specialist.

After gaining priceless experience in respected broadcasting and telecommunications organisations, Umayya decided to take her career completely online and make the world her office. Working as an independent UX Copywriter and Sustainable Fashion Consultant gives her the freedom to merge her passions; circular fashion and creative writing. When she’s not in South Africa, she can be found in Milan, tripping along the fashion capital’s prestigious Via Montenapoleone or discovering another exotic destination on her bucket list.


Sam Jadwat

Digital Copywriter and Communications Specialist

A word-spinning, coffee-drinking, creative-thinking writer, Sam breathes energy and illumination into lacklustre text and gives old words new life. She’s a perfectionist who ensures that every sentence is impeccably constructed and grammatically flawless, and over the years she has gained invaluable experience in conversational writing, chatbot scripting, academic editing, creating website and email content, blogging and copywriting across all digital platforms. As a serial student, Sam is qualified in Journalism, Fashion Marketing, Teaching, Graphic Design, UX and Microcopy.