1. Can you please tell us more about your business?
Subtle-T Designs is a made-to-order clothing brand that specialises in crochet as an artisanal craft to create beautiful garments. We use natural fibres such as cotton, mohair, bamboo, etc to create our garments and everything is handmade in Centurion, Gauteng. We draw inspiration from natural landscapes across Africa, we believe that nature offers the best colour pallets and our stitchwork reflects the landscapes that inspire the brand. We believe in creating garments that stand the test of time and garments that are stylish.
2. When, how and why did you start your business?
I started my business in 2021. But my craft in crochet began in 2016, during my first year of Fashion Design studies at the Tshwane University of Technology. Our textile lecturer at the time gave us a challenge to develop a side hustle while we studied. She encouraged us to pick between crochet and knitting. I chose to crochet and later went to YouTube to look up a tutorial on how to crochet.
I was naturally drawn to the craft and picked up the knowledge very quickly. I designed a purse and presented it to my lecturer the following week. She told me that I could make good money making bags and selling them and I did exactly that. Over the next 3 years, I honed in on my skills in crocheting and selling bags to friends and family.
During my final year, I designed my first collection made fully of crochet garments and I went on to win an award for ‘Best Commercial Range’ award. That moment gave me the push to fully pursue my brand and business.
3. What is your role in the business?
As an entrepreneur, I wear many hats in my business, especially since I am still in the early stages of my business. But my main role is designer and founder of the business. I design my collections, source the necessary yarns, and draft the crochet patterns to make my collections.
4. Where did you study and what did you study?
I studied Fashion Design and Technology at the Tshwane University of Technology.
5. How did you finance your business?
I financed my business by reinvesting my profits from orders back into it. I also had a side hustle as an online language teacher to finance my business.
6. Describe your average workday, if such a thing exists.
My average workday begins by answering emails and processing orders from 7 am to 9 am. Then I make runs to my local yarn store to purchase yarn for the orders, and I return home to my studio to start making orders. Each order takes between 7 to 14 days to complete. I make it my mission to not take longer than that to complete an order. This often means I work overtime or overnight to complete an order. So as you can imagine, several sleepless nights. So all in all My day begins at 7 am and ends at 10 pm at the latest.
7. How do you balance your home life and your work life?
I have not mastered the balance of work and home life yet, but what has helped me is having a Calendar to make note of important deadlines, birthdays, celebrations, as well as self-care days, etc. Setting boundaries with customers, friends, and family has helped as well.
As a creative businesswoman, I have found that having a hobby that doesn’t pay me or require much effort has helped me, like writing, reading books, colouring books, or playing with Legos and puzzles. Having a creative hobby that has no responsibilities allows me to slow down time, helps me stay present in the moment, and relaxes me.
8. What drives you and inspires you?
I have a particular vision and mission for my brand, which is to promote and preserve artisanship in the business of fashion. That is what drives me and inspires me.
9. Where and when do you have your best ideas?
I have my best ideas when I listen to music, travel, and when I spend time with art and people. I also have my best ideas in the late hours of the night. I use my journal or notes app to track any ideas that pop into my mind.
10. Where and how do you market/advertise your business for sales leads?
I advertise my work on social media, by wearing my designs out in public and through word of mouth.
11. What is next for your business?
Expansion is what is next. Investing in High-quality materials and advancement tools. Preparing the brand for retail readiness and investing in training and hiring more artisans and crafters.
12. What advice would you give to female entrepreneurs hoping to start their own business?
My advice to female entrepreneurs is to find your niche and aim to become the ‘go-to’ business for said niche. This helped me a lot in the early stages of my business. People knew me as the ‘crochet girl’ and always referred to me whenever someone wanted something crocheted or knitted. To this day, I still receive DMs or emails from people who referred me to them for their next order.
When you have mastered your niche, people will trust you to fulfill their needs because you’ve built a great reputation.
To learn more about Tenele Zwane, a Woolworths Youth Maker, click here
