Naledi Zondi: Avoid a financially straining social life.
Naledi Zondi is a 24 years old artist who has been creating professional art since 2012 and won several District Art awards. Along with Mrs Dooploy they established the Annual Contemporary Art Fashion Show encouraging the use of recycled materials to use in art. As a member of Enactus DUT, she was part of the team that uplfited the arts and craft in the townships and rural areas through the Vukuzame Project and Noodesburg Project encouraging transferring of art skills and entrepreneurship. She went to establish her company, Naledi Art, in 2019 and hosted her first business exhibition at the 2019 Durban Business Fair. Her art focuses on realism portraits and decor art. She also studied B-Tech Retail Business Management to gain knowledge about sales and strategies of profiting from Art through entrepreneurship. In addition, Naledi is a also a photography director, make-up artist, writer and retail consultant. Her story is an inspiring one and in this interview, she talks about her work and how she nurtures her creativity.
How would you describe your art? Are there any specific themes you like to explore?
My art is a journey. I have always wanted to use my passion to enable others to explore their talents and find ways to turn art into a fruitful career. I quickly learned that people only trust you with their dreams if you have succeeded in the path they wish to follow. In South Africa, the value of art is still being learned, especially in the black community. My company slogan is: Invest in Art, it Appreciates. This refers to the appreciation in value and the artist's appreciation for support and investment from customers. My style is surrealism, think Salvador Dali, but I can't sell that kind of style since I'm not well known yet. I focus on realism portraits, home decor art, and marketing concept art like the Pringles/Aromat sneakers.
How do you make money/or how are you compensated?
My art is a journey. I have always wanted to use my passion to enable others to explore their talents and find ways to turn art into a fruitful career. I quickly learned that people only trust you with their dreams if you have succeeded in the path they wish to follow. In South Africa, the value of art is still being learned, especially in the black community. My company slogan is: Invest in Art, it Appreciates. This refers to the appreciation in value and the artist's appreciation for support and investment from customers. My style is surrealism, think Salvador Dali, but I can't sell that kind of style since I'm not well known yet. I focus on realism portraits, home decor art, and marketing concept art like the Pringles/Aromat sneakers.
How do you make money/or how are you compensated?
I make my income in various ways. So far, self Portraits have been the most popular art I've sold. Portraits of Edison Group Co-founder Vivian Reddy, PRC Head Thembinkosi Ngcobo, Doek On Fleek's Thandi Mavata, and a few others have helped market my work. I recently collaborated with IN.PR for the Pringles and Aromat campaigns for their concept sneaker promotion that I hand painted myself, which was part of their marketing package for celebrities and influencers in SA. I'm currently working with B.Furn Artisan Furniture and Design. I hand paint designs on unique furniture pieces. I love the collaboration because sometimes I get to design the piece from scratch. I make sure I explore my skills in many different ways. I know my way around the camera, and I have done corporate event photography for Distell. I have explored Make-up Artistry, Fashion Styling, Branding, and Marketing.
Do you have any mentors and why are they essential in your life?
Do you have any mentors and why are they essential in your life?
I have a couple of people that I draw inspiration from, people who have helped to push me. I started my company in 2019 with the sole purpose of making money to fund my future Art foundation. This was to fund the underprivileged students who are seeking to study art, fund art research programs, upcoming artist's exhibitions, and residencies. A couple of people have contributed to that fund, and I'm eternally grateful. I'm independent and have always been afraid to ask for help because I don't want anyone to feel responsible for my success one day. Not a lot of people understand what I have been through on my own.
Becoming your own boss can be challenging and you deal with lots of insecurities. How do you tame the inner critic and focus on your growth?
I don't think I will ever tame my inner critic. I'm new in the business world, so I know I still have a long way to go. Sometimes, I have to take a moment to recognise how much I have managed to achieve in just one year. I always follow my instinct. God plays a huge role in guiding me and most of the decisions I make. And my qualification has equipped me to fit in seamlessly in the industry. I come from a family of entrepreneurs, and I am very familiar with the concept of no work, no pay. I am not shy to take risks because everything my parents have done in their businesses was an ongoing risk. I feel I was born to be an entrepreneur, but I do understand that I have to work to gain valuable experience. Learning from those who have gone before me has built my business ethics.
How difficult was it getting clients, selling your designs, and growing your business?
While studying, I worked in retail stores, and I learned as much as I can about selling. I learned the power of marketing, producing quality products/service, and having a story to share. If people believe in you as a person, then they will find value in what you do. I have been very open about my business journey. People relate to my struggles, and everyone who has supported me has seen my authentic self. I treat every person I meet as a valuable experience and as a potential client. I have used my story, social media, and my passion to convince my clients to invest in me.
How difficult was it getting clients, selling your designs, and growing your business?
While studying, I worked in retail stores, and I learned as much as I can about selling. I learned the power of marketing, producing quality products/service, and having a story to share. If people believe in you as a person, then they will find value in what you do. I have been very open about my business journey. People relate to my struggles, and everyone who has supported me has seen my authentic self. I treat every person I meet as a valuable experience and as a potential client. I have used my story, social media, and my passion to convince my clients to invest in me.
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How much does social media play a role in marketing your business? How does it help?
Outside of painting, do you have any other projects?
How much does social media play a role in marketing your business? How does it help?
The Naledi Art marketing strategy consists of 50% personal selling (networking), 30% social media, 15% referrals, and 5% website and exhibitions. Social media has helped my brand and reputation and helped people understand my journey. I am very careful with social media because the market is very sensitive, and it's hard to zoom into my target market.
Outside of painting, do you have any other projects?
Outside of my art, I work at my mother's insurance brokerage firm as a photography director. I collaborate with different photographers, including Clear Photography and Stills By Deor. I am a model, and I love being in fashion-focused spaces. Currently, I am working with Gazania to develop charity programmes, women empowerment events, and programmes to help creatives succeed in the entertainment and creative industries. With inspiration from being a past project manager at Enactus DUT, I love helping out new entrepreneurs and creatives to launch and work on their projects. I don't usually mention which projects I have helped start and are doing great because it's unnecessary. I think my input is just a drop in the ocean compared to the founders' hard work.
How do you measure progress? How do you know that you’re on the right track?
How do you measure progress? How do you know that you’re on the right track?
I know I'm not on track because I have very high expectations for myself. I have a strategic action plan in place, and it allows me to work around events like Covid-19 lockdown. I am very good at starting over and can adapt to any industry if need be. I measure progress through financial growth, the connections I have made, and the impact I have on others.
How do you deal with the boring parts of your job?
How do you deal with the boring parts of your job?
I specifically struggle with pencil drawings lately because it's become a routine. I used to finish orders in one day. Now I give myself at least three days. This gives me time to work on other pieces that stimulate my mind and challenge my skills. Working at night also plays a huge role in helping me do the things I least enjoy. I can enjoy my day then focus on my art at night.
With the current economy in a slump, what cost saving tips would you have self employed people like you?
With the current economy in a slump, what cost saving tips would you have self employed people like you?
My business is still new, so I am still learning. I am aware of the current economic crisis that our country is in. Like most women, I fear financial struggles. I am fortunate to have a family that supports me so that I can invest everything I make back into the business. Because I am a generous person, I tend to undercharge for my services. So, I would advise other entrepreneurs to shy away from this habit, especially as a startup. You always have to prepare for rainy days because you might not have many clients in the next months. Do not make too many financial commitments on non-essential expenses like cellphones or fancy cars, and avoid a financially straining social life.
What’s something you wish someone would’ve told you when you began this journey?
Nothing actually. I was blessed to gain the exact advice I needed at the exact time I needed it.
What kind of advice would you give to someone who would like to establish themselves as a visual artist as well?
How do you fit in self-care, seeing friends, and staying connected to yourself outside of your professional identity?
What’s something you wish someone would’ve told you when you began this journey?
Nothing actually. I was blessed to gain the exact advice I needed at the exact time I needed it.
What kind of advice would you give to someone who would like to establish themselves as a visual artist as well?
I worked very hard to be in the right place at the right time. I followed my instinct. The main thing is to make sure you have talent. But you cannot work on talent alone. You also need to develop your skills so that you can produce art that you and your clients are proud of. I would also advise that you invest in someone to handle the business side so you can focus on your craft. You need to set realistic goals and understand that clients won't always come to you. Sometimes you need to go out there and find them. You also have to believe in yourself and produce a better product than expected.
How do you fit in self-care, seeing friends, and staying connected to yourself outside of your professional identity?
Between my home duties, my projects, and assisting my mother, it is difficult to maintain friendships. I have learned that I need to surround myself with busy people like me because they understand my schedule. I mix business with pleasure by taking my sister or a friend to a restaurant where I will first have my meeting with a client and then hang out with them later. This helps me to manage my time and contributes to my safety because I sometimes meet new dodgy people who pretend to be clients.
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