1. Can you please tell us more about your business?
At Soft&co, we specialize in creating bespoke furniture that combines exceptional craftsmanship with innovative design. Our company is dedicated to producing unique, high-quality pieces, combining modern sophistication with luxurious comfort.
We embrace originality in design and functionality, creating furniture that is not only beautiful but also practical and adaptable to modern living. Our team of local, South African artisans uses only the finest materials and techniques to craft each piece. We take pride in the meticulous attention to detail and the superior quality of our products.
Our designs are inspired by timeless elegance and contemporary aesthetics, resulting in pieces that are both stylish and enduring.
We have two different ranges on offer currently: VOUGISH & COZY – both with different aesthetics but can work equally well together. One of the concepts behind Sof&Co is that we curate the pieces in our ranges to work perfectly together so that the effort of selecting pieces like a dining table and dining chairs is taken away because we have put the pieces together in a cohesive story for our customers.
Each impeccably crafted piece in each collection can stand alone but is designed to be part of a design family – an effortlessly elegant one. The idea is that you can select one, some, or all the pieces in the collection for your space and you will have a coherent look that feels luxurious and bespoke and embodies a sense of supreme and style-centric comfort.
2. When, how, and why did you start your business?
After three decades, across three continents, completing many successful and satisfying projects in the world of Interior Design, I decided to change course slightly and focus on my real passion which is furniture design. While staying within the same field I can draw on the wealth of experience I’ve gained to create and curate bespoke home furniture ranges and elevate living spaces with elegance and comfort. Being able to focus fully on furniture design & curating collections is a breath of fresh air and I’m able to hone in on the design of our furniture pieces and collections, selecting all the various finishes, colourways, and fabrics for each item.
3. What is your role in the business?
As founder and lead designer of Soft&Co, I create and curate our furniture ranges. We currently have two of the four available (Voguish & Cozy), which are live on our website, and currently I’m designing the final two ranges (Plush & Avant-Garde). I’ve had to be very involved in E-commerce, as well as marketing and social media. My role also encompasses quality control – visiting our various factories and suppliers to check designs in the making. I also make sure that we are up to date with the latest trends, attending trade shows and launches.
4. Where did you study and what did you study?
Leaving school, I thought I wanted to become an architect so I did the Architectural Technology diploma at Cape Tech and after 3 years went on to do the final year of the Interior Design course at Design Time. Little did I know that these two courses were a great combination and in the long run the architectural detailing side was a great asset for my interior design skills.
5. How did you finance your business?
Soft&Co has a projects division, which generates its income stream, which has been very beneficial in starting up the Soft&Co furniture ranges.
6. Describe your average workday, if such a thing exists.
Each day is different and I’m learning something new (at the age of 50!) every day. From preparing and planning our social media calendar to generating content, as well as working with our PR company to create press releases to gain more exposure. Every week there will be a factory visit to one or two of our manufacturers (90% of the ranges are locally made, which we’re very proud of) to do quality checks and overall design reviews.
At the moment there is a lot of designing and sketching – we are creating the second and third ranges to be launched later this year. Part of the design process is selecting colours, fabrics, and finishes for each piece which is one of my favourite arts.
7. How do you balance your home life and your work life?
After our daughter left home to pursue her studies, we moved from a big house in Hout Bay to a smaller, more manageable apartment in Green Point, which makes starting a furniture design business at the age of 50 a little easier and more doable. I try not to work too much at home after being at the office all day and prefer to keep weekends free for yoga and family and friends.
8. What drives you and inspires you?
With this dedicated focus on furniture design, I find myself deep-diving into new inspirations. At the moment I love discovering the beautiful furniture pieces that French designer, Mathieu Le Hanneur creates. I find the simplicity in his designs, the uninhibited style and colours, and his use of materials so inspiring. He is pushing the boundaries of materials in incredible new ways. As I continue to grow and evolve as a designer, I look forward to the endless possibilities that each new project brings, always striving to create spaces that inspire and uplift those who experience them.”
9. Where and when do you have your best ideas?
During team strategy sessions and workshops it’s great to thrash out ideas and new thinking to get everyone inspired and moving forward. It’s also great if I’m away from the office and my desk to suddenly get a great idea. Trade shows like the Milan Furniture Fair are incredibly inspiring and innovative.
10. Where and how do you market/advertise your business for sales leads?
Social media is a great tool for creating brand awareness and for exposure to the market. Of all the platforms, most of our clients and customers come from Instagram, it is a very visual platform that is perfect for our brand. We are planning to run Google Ads as well, to drive customers to the website and generate sales. Clients can also find us on the SA Décor website and we work with a PR agency to create editorials for magazines and online platforms.
11. What is next for your business?
Once our final two curated collections are launched later this year, then we will focus on turning Soft&Co into a well-known and trusted bespoke furniture brand. We already supply and ship to the whole of SA and I’d like to expand that to international supply and exporting our products to designers and customers in the UK and Europe possibly also Dubai.
12. What advice would you give to female entrepreneurs hoping to start their own business?
I would say become a student of your business. Do as much learning and researching about your idea and how it could be successful as possible. Get to know people in the industry and set up relationships with suppliers and people who can help and support you. And don’t wait for the right time – there is never a perfect time to.
Short bio
For Brenda Hart, starting a bespoke furniture design business at the age of 50 is a bold and rewarding endeavour. As founder of Soft&Co, she draws on her extensive experience in interior design to create furniture that is both beautiful and meaningful. She says, “Soft&Co gives me a niche to concentrate on and a fresh channel for my enduring love for design. It’s not just a business to me, but a celebration of a life’s work and a testament to the power of following your dreams at any age.”
Having attained qualifications in both Architectural Technology and Interior Design, Brenda’s journey took her from her home in Cape Town to pursue her career internationally. Over decades, she lived in both Hong Kong and Singapore and worked on a wide range of projects including the Nike regional headquarters in Athens, Istanbul, Tel Aviv, and the Netherlands.
To reach out, please visit Soft&Co.
