Our Story: A Vision of Healing and Heritage

Alabaster Creations was born at the intersection of medical necessity and cultural identity. Founded by Dr. Beauty Nare Phooko, a visionary with deep roots in the healthcare sector, the company was established to solve a silent struggle faced by many medical professionals: the loss of personal and cultural identity within the sterile, uniform confines of the clinical environment.

Dr. Phooko recognised that while the work of a healthcare provider is rigorous and scientific, the act of healing is deeply personal and human. She envisioned a brand that would allow practitioners to carry their heritage with them into the wards—not just as a fashion statement, but as a bridge of trust and connection between the provider and the patient.

Our Mission

To empower healthcare professionals by providing high-performance, culturally resonant uniforms that celebrate African heritage while meeting the highest standards of clinical functionality. We strive to bring colour, dignity, and a sense of belonging to the frontlines of global medicine.

Our Commitment to Transformation

At Alabaster Creations, we believe that true excellence is inclusive. We are proud to be a Level 1 Contributor to B-BBEE (Broad-Based Black Economic Empowerment). This status reflects our unwavering commitment to the socio-economic transformation of South Africa. By prioritising local empowerment, fostering diverse talent, and maintaining ethical supply chains, we ensure that our growth directly contributes to the uplift of our community.

The Alabaster Difference

We don’t just make scrubs; we engineer gear for the modern hero. Our collections are defined by:

  • Cultural Authenticity: From the geometric precision of Seshweshwe to the vibrant storytelling of Ankara and Kente prints.

  • Clinical Innovation: Utilising premium poly-cotton and spandex blends that offer four-way stretch, moisture-wicking technology, and liquid-repellent finishes.

  • Inclusive Design: Whether it’s our modest Zihle Range or our high-velocity Performance Track Collection, we design for every body type and every professional need.

A Message from Our Founder

"I believe that when we feel seen and respected in our identity, we perform our best work. Alabaster Creations is my tribute to the resilience of our healthcare workers. We are here to ensure that as you care for others, you feel the strength of your own story wrapped around you." — Dr. Beauty Nare Phooko

Join the Movement

From local clinics in Gauteng to major hospitals across the continent, Alabaster Creations is dressing the future of healthcare. We invite you to step away from the clinical "norm" and join a community that celebrates Culture, Comfort, and Excellence.

Alabaster Creations: Wear Your Story. Lead With Heart.