Johannesburg – Erika Cronje, founder of jewellery boutique V’DODILI, speaks to IOL about finding her home in the business world in this Q&A session. The company was founded in 2010.
Q: Is V’DODILI your first start-up?
A: Yes, this is my first start-up and I invest my entire heart and soul into my business. I feel blessed to have a business that is my passion.
Q: What gave you the idea?
A: I’ve always been creative and found myself making handcrafts, however I never got stuck into one project for a long time. I would start a craft and complete it, then move on to the next project that would give me a new challenge. For example, I was doing beading, mosaic work and even candle making…name a craft and I’ve tried to make it!
All along I was searching for something creative that I could work on with new passion every day, while making a living for myself. My parents took me to a close friend’s jewellery workshop, my entire view changed of what I wanted to do with my future that day. I knew there and then that this was something that I would be able to do for the rest of my life as a career.
After I completed my first degree, I got the opportunity to study jewellery design and manufacturing. I was over the moon by the prospect. During my second year, most of my friends had started working, while I was still a student, dependent on my parents. This gave me the idea to start my own business part-time, as a designer and manufacturing jeweller operating out of our garage. I started developing my very own design style. I fell in love with working with clients and creating jewellery that would bring them joy. My business expanded and grew stronger, and I guess the rest is history.
Q: How is it doing?
A: My business is profitable and has grown a great deal: given that I was a one-man show for the first four years and have since expanded the V’DODILI workshop team to five members. My business also expands daily as the V’DODILI brand becomes more recognisable and known.
We are very excited about the future of V’DODILI; we have so many opportunities. We believe that this year is, and will be, a large success and massive step up for the entire V’DODILI brand.
We have also strategically collaborated with other fashion designers and Rolls Royce. We also designed for the international band Mumford & Sons. Currently we are launching a jewellery collection for the soon to be released film Modder En Bloed.
Q: Did you always want to be an entrepreneur?
A: I know that I truly have entrepreneurial spirit and it runs deep in my blood. I grew up in a family where my grandparents and parents all had their own businesses. I truly believe these were the building blocks to becoming an entrepreneur and business owner myself.
I learnt something from each one of them. My granddad taught me negotiation skills to negotiate a better price. My mother said never give up and to always work hard. I inherited my open and friendly personality from her as well - this benefits my client relationships a great deal. My dad showed me how to ignore negative commentary, and in fact to pretend that I never heard it: he said keep your chin up and go for gold! As time goes by I have learnt that these aspects all contributed as building blocks to the entrepreneur I am today.
Q: What made you choose this career path?
A: Initially I did not have the understanding that making jewellery could be a real career path. I always knew I wanted to do a creative job that would bring joy to others. So at 17-years-old, when I walked into that jewellery workshop for the first time – I knew then I was home.
After I studied my first degree I realised that I would not be fulfilled in my career if I did not follow my heart. I had to pursue my dream to study, become a jewellery designer and spend my days making jewellery in a workshop behind a bench. My passion to create was the main reason why I followed my dreams and I will never give up.
Q: What's next on your list to achieve?
A: I want to hear V’DODILI on everyone’s lips, and can’t wait for the brand to be even more well-known. For 2016, we are launching the online store. This will support sales in our business and increase our national footprint, which - in time - we hope to also grow internationally.
I will be happiest when I drive on the freeway and see at least three V’DODILI billboards!
Q: What would you say to someone who wants to be an entrepreneur?
A: It will not always be a garden of roses, and at times you will work hard and go through massive challenges. You will lose money and may even have thoughts that it is not worth the trouble and stresses.
There is only one thing you must never do and that is give-up. Work harder, work more hours, do things differently and always remember your customer is king.
Never say you can’t do something just because you have never tried it before. Say that you will do it, learn and perfect it, then offer this as a value added to all your other customers. Always be open and willing to learn new methods and trades.
Convince your clients that they can be reassured that they are in the best hands. Then after you have achieved this you must keep your word, ensure you deliver even if it means you need to work late and do whatever it takes.
Q: Would you say you need a degree to get started?
A: Knowledge and a solid qualification can most definitely support you in achieving your dreams, however, if you have a passion for a trade start as an apprentice and learn how to do the work. You can potentially earn while you study at the same time. By doing so you are guaranteed to learn faster and so much more than only studying.
IOL