Duo break the mould in ceramic venture
Accident proves a blessing for Bay pair as Angel Wings makes its mark in industry
TWO Port Elizabeth women are making their mark in the ceramics industry as orders fly in from more than 20 retailers across South Africa. Operating from a shop nestled among a strip of small business in the Baakens Valley’s, Werk Warehouse Monique Maritz, 53, and Bulelwa Swartbooi, 27, create ceramics and run their business Angel Wings Ceramics.
An unfortunate accident in 2006, which saw her foot amputated, proved to be a blessing in disguise, when Maritz took up pottery as a form of therapy.
An investment from the Hope Factory meant she did not have to procure any business loans and after completing a business course, her employee, Swartbooi, became her business partner.
With the help of an additional employee the pair also supplies ceramics for weddings and individuals.
Why venture out into this industry?
My accident is arguably the best and the worst thing that has ever happened to me. As I tried to rebuild the pieces of my life, pottery became a therapeutic medium – both physically and emotionally. As I created something with my hands, the pieces somehow became an extension of me. Suddenly my loss mattered less, because I was replacing it with something beautiful.
Describe the size of your company
We have three full-time employees, and use sub-contractors when needed.
Is your business labour intensive or does it rely more on machinery or electronic technology?
Very labour intensive as the preparation process is time consuming and can only be done by hand.
If someone wanted to copy your business model, how would they start?
They must have effective systems and put in the correct policies and procedures.
Describe your target markets and geographical market or reach:
Our target market includes individuals, small business owners and corporate industry and we supply more than 30 retail outlets across SA and Namibia.
What do you believe is your business’s unique selling point or attribute that makes it stand out against your competitors?
Our ceramics are handmade, unique, quirky and trendy.
We don't do mass-production, so no two pieces are the same, adding to the uniqueness of our products.
Describe your vision for your business:
It is our dream to grow Angel Wings Ceramics so that we can create more jobs and empower the community with a sustainable upliftment project. Hand-in-hand with the Hope Factory this dream is slowly becoming a reality.
Describe some of your biggest challenges in establishing the business:
Equipment to start-up a ceramics studio is extremely expensive; growing too quickly
Describe some of your rewards or successes of your business:
We were awarded 1st runner-up of the “Best New Business” Competition launched by The Africa Growth Institute in 2013, competing with entrepreneurs across South Africa and we also received an operational investment from the Hope Factory.
What are the biggest inhibitors or challenges to your business’s success in the greater economy and or general market environment?
The lack of funding for small businesses, the weakening of the greater economy affecting disposable income of our target market.
Name four best practices that have made your business successful:
Solid financial management, Service excellence and delivery, loyal customer base and competitive pricing.
Do you have plans to grow or expand your business and how would you do this:
To venture into the international market through internet sites such as “ETSY” etc.
Describe three tips or practices that would be valuable to a budding or new business owner:
1. Manage your cash flow or ensure you have financial compliance 2. Use the power of social media marketing 3. Stay innovative and fresh, keeping up to date with market trends.
What is the most rewarding aspect or what gives you the most satisfaction from having your own business:
Seeing your products being used and enjoyed by a wide market as well as having flexibility running your own business, while changing people's lives by teaching them a new skill and impacting on their standard of living.
If someone wanted to start in your industry today what is the first thing they would need to do?
Determine what differentiates your product from other similar products in the market, do research of trends in order to establish a gap in the market.
How did you decide on pricing?
We determine the costs of labour, pricing of the competition and the wider economy.
What kind of advertising do you do?
We use social media such as Facebook or Instagram, we also collaborate and initiate joint ventures with other small business owners who share our vision.