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The time has come that we as storytellers have to claim our centrality in the business model By Isabel Tapfumaneyi South African award-winning journalist Zubeida Jaffer is launching her own publishing company called Number 10 Publishers on 24 March 2021. She has taken back all three her best-selling titles from established publishing houses and has created her own publishing imprint. “ I have been wanting to do this for a long time, “ she said. “The pandemic forced me to move faster,” she said. She has registered this company with her daughter Ruschka Jaffer who is a high-school teacher in Gauteng. “We were so acutely aware last year that life was short. Ruschka pointed out to me that if I were to drop dead, she would not know where to start to access my body of work,” she said. Number 10 Publishers are issuing her three titles Our Generation; Love in the Time of Treason; and Beauty of the Heart (The Life and Times of Charlotte Mannya Maxeke)in print, electronic and audio versions. The books are available at select bookstores in all major centres as well as online at www.zubeidajaffer.co.za.