Zondi will spread strong messages, monitor trends

Don’t try to put this young entrepreneur off her mission, writes

IF THERE is one thing Kwazulu-natal business entrepreneur Noxolo Zondi does very well, it is discovering those subtle niches in the marketplace that have the space and potential to grow.

This week, this get-up-and-go 28-year-old spoke about her next venture, which she calls “brand influencing” and the use of a vibrant mix of social platforms to spread messages and monitor trends.

“That is the thing about living in an IT era” she says. “You need to be one jump ahead and always strategising about how you can take your talents and interest that bit further. I thought to myself if I could attract followers, then I would be useful to brands in the sense of getting the products better known.”

A creative innovator in every sense, Zondi has never allowed hurdles to get in the way of what she wants to achieve and where she want to go.

“I suppose that goes back to my childhood in a small rural area, far from anywhere. I had very little, but I always knew in my heart that one day I would be a princess and I would be surrounded by beautiful things and beautiful people. I always keep that image in my head. It’s about positive thinking. It really does work.”

Part of those early dreams was to work with make-up, look like Marilyn Munroe, and learn all there is to know about the beauty world, get her drivers’ licence – and a car. “Coming from the middle of nowhere and being in a city was quite scary, but I did manage to land a job with a Durban department store at the beauty counter, which was a great experience.”

Oh yes and she did get her licence and a car – a jaunty pale blue Mini, which has already clocked up sizeable mileage transporting her make-up collection from event to event.

Her big breakthrough was establishing herself as a beauty and fashion leader on Instagram and Facebook.

“It wasn’t a random thing. I worked out the best ways to promote not only my skills as a make-up artist for weddings and celebrations, but to mentor young people leaving school who wanted to follow my path.”

Her strategy has definitely worked. To date, she has more than 30 000 followers. The exposure has helped her to establish a fashion innovation and make-up school and has led to her participation in a number of high-powered events that required a creative and artistic touch, whether fashion or make-up.

“The way it works,” she says, “is that I agree to promote certain brands on social media sites in a way that I think will do the products justice. Brand influencing is a new thing in South Africa, but it is evolving and rewarding. I love it.”

Most recent of these internet linked promotions was a three-day shoot done for footwear firm Froggi on the Camp Orchards estate near Hillcrest.

“It was brilliant. I got to do all the make-up for the models, which was tricky. You are working in a big field surrounded by cattle and you have to make the models look as natural and countrified as possible, yet bring drama to the look.”

Elegant, vivacious, a great believer in letting the universe mould and shape her life, Zondi says that one of her priorities is to empower other young women to enter the world of beauty care and make-up.

“For me, sharing what I have learnt along the way makes me feel really happy. Like people at a market fair, there is room for everybody. It really is a big world out there and if you put your mind to it, and use your imagination, you can make a success of what you do. If I can get a lot of media followers so can others. Being one big colourful and artistic family is what it is all about. Partnerships work. I believe that.”

In that vein, the ever-inventive Zondi is planning at least two fashion and beauty events this year to showcase the work and talents of local make-up and fashion trend-setters.

“People say to me how can you do that? It requires a lot of money. It certainly does, but that is when partnerships become so important. What’s more, when the concept and business plan is sound, you find that companies are interested on coming on board.” | lizclarke4@gmail.com