Beauty of the Heart

Beauty of the heart offers something new and different from what we already know about Charlotte Maxeke.  It brings fresh data to light on her life and weaves this information into a compelling life story that is neither gushing in its praise nor stingy in its acknowledgement of his remarkable leader. It also publishes never-before-seen photographs, which allow one to sense and know the subject in ways not evident in previous photographs.

Most of all this book reminds us that even in those dark and difficult days of the late 19th and early 20th century, there was the possibility of hope when moral leaders stood up amidst the desperation of those times and laid the foundation for a new country which would patiently come many decades later. It is a message that, thanks to Charlotte Maxeke and Zubeida Jaffer, we so desperately need to be reminded of today. 




Love in the Time of Treason

It’s 1997, political activist Ayesha Dawood is standing at the Worcester train station patiently waiting for the Blue train to arrive. On board is Nelson Mandela, whom Ayesha is hoping to see for the first time in more than forty years. The last time they met was in the fifties, during the Treason Trial – the trial that changes both their lives for ever. Little could she have known what lay ahead of her… In Love in the Time of Treason, Ayesha Dawood’s love story unfolds against the backdrop of South Africa’s turbulent political history. Set both in South Africa and India, the story is a moving tribute to her life. 



Our Generation

Our generation the astoundingly accomplished debut memoir of Zubeida Jaffer, journalist, activist and mother. It burst onto the South African Literary scene in 2003 with a refreshing insight into the struggle against apartheid, told from the perspective of a young mother. Zubeida played an important role in the resistance movement in the Western Cape, from the early nineteen eighties; later she was a key organiser in the formation of the United Democratic Front. This account spans twenty-one years from 1980 to 2001, covering her initial detention, up to the Truth and Reconciliation Commission hearings, at which she testified. The genius of the book lies in its intimacy. 


The company will build slowly and will use all of 2021 to put in place print, electronic and audio versions of Ms Jaffer’s three books, Our Generation, Love in the Time of Treason and Beauty of the Heart, the Life and Times of Charlotte Mannya Maxeke.



  • To take ownership of Zubeida Jaffer’s creative work.
  • To go behind the scenes of 40 years of journalism and share the background to stories and experiences of Zubeida Jaffer’s working life.
  • To deconstruct the Western gaze and to look confidently through a local lens.
  • To develop a new national narrative.
  • To support all efforts for an independent media that expresses the South African and African heartbeat.


To find and spread words to inspire, motivate, heal and dignify the hearts and minds of men and women.

To support and encourage the storyteller to embrace his or her life and community experience bringing this firmly into the public space to together evolve a national and continental narrative that frees the mind.


Number10Publishers is licensed as a private company. It is women-led and directed by two highly skilled and experienced individuals in their respective fields. Multi-award winning South African journalist, Zubeida Jaffer and her daughter Ruschka Jaffer, with degrees in Business and Education, formed Number10Publishers as a vehicle for independent narration free from private international and former apartheid interests.

Zubeida Jaffer
Co-Founder & Owner

Zubeida Jaffer stands rooted in the belief of the oneness of all of humanity merging with the universe that all Abrahamic faiths call God. Raised with this philosophy, it was not difficult for her to transition from this belief into the resistance movement that brought together all South Africans irrespective of colour or creed.

This further allowed her to support the South African Constitution that is a negotiated expression of a set of agreements to guide public life flowing from compromises between all major interest groups in the country.

She is committed to continue working towards a country that is free from sexism, racism and poverty. While her broad commitment remains to a non-racial future, she has come to understand that change will not come unless the formally oppressed takes full charge of their destiny on their own terms.

Her life’s work is therefore to extend and enlarge all efforts to build confidence amongst the former oppressed majority and she makes no apology for this.

Ruschka Jaffer
Co-Founder & Managing Director

Ruschka Jaffer is the daughter of activist parents. She has had to make sense of her experiences as a child of struggle and has been determined to carve out her own independent path in life.

She is a trained teacher with a strong passion for philosophy, psychology and the arts. She understands that South Africans have a long way to go towards freeing themselves and she wants to help in the process of self-actualization, individual by individual. The projects undertaken by Number10Publishers seek to further that dream, turn it into a goal, a milestone and then tick it off – one by one.