Back injury set Jonathan on a magical path
‘If you’re willing to work hard at your craft, you can survive by selling products’
A PAARL crafter would not let a back injury keep him from creating sheer magic with his hands with intricate weaving and wirework.
After suffering a debilitating back injury and being unable to continue his formal employment, Jonathan Hoffman turned to arts and crafts to earn a living.
Hoffman was taught how to weave wicker baskets from the local Rastafarian community in Paarl and collects his own produce in the mountains.
In addition, he also makes products from wire and beads ranging from indigenous proteas to key rings, table décor and wire cars (draadkarretjies).
Hoffman sells his products at an informal market in Paarl’s Plein Street, but has also secured commissions for décor items from several florists in town.
“I have a passion for working with wire and would love to teach some unemployed youngsters the art of wirework. They need to learn how to look after themselves and earn a living.
“If you’re willing to work hard at your craft, you can actually survive by selling such products. But you need some business skills… for example stock control, adapting your product range to suit the customer and finding setoff points for your products,” Hoffman said.
He is expanding his range of products to be more tourist-friendly after recently attending a workshop hosted by the Craft and Design Institute of South Africa.
“I’ve already added small replicas of the Language Monument, which is an iconic landmark in Paarl, to my keyring range. I’m confident that visitors to the monument would love to buy them as souvenirs,” said Hoffman.
Talented artists from the local community were identified by the Drakenstein Local Tourism Association to take part in the workshop as part of a local artist development programme, which is supported financially by the Drakenstein municipality.
The “Product of Place” aspect of the course particularly inspired Hoffman.
The general manager of the Drakenstein Local Tourism Association, Annelize Stroebel, said: “We are nurturing the talent of our local artists and supporting them in building sustainable small businesses. Obviously, this is a long-term process, but we are constantly investigating opportunities that would create new platforms for these artists to showcase their work.”
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