Impact Partner Content - Absa
Silungile Mokoena is the passion-driven founder and CEO of Sluvin Designs a fashion house based in the city of Durban, KwaZulu-Natal in South Africa. The business was established in 1999 and now employs 6 full time employees and up to 10 part-time employees, contributing to the growth of the sector in the city. It also outsources some of the company’s accessory production to more than 15 women who specialize in beadwork and work from the comfort of their homes mainly in rural areas.
LoA spoke to founder Silungile Mokoena recently to find out more about the impact that businesses like hers make to the local economy.
What does your company do?
At Sluvin Designs, we design and manufacture fashion garments, fashion accessories and beaded jewelry. Products include high-end couture, evening wear, ready to wear and a corporate range of designs.
“When I grew up I worked for different industry sectors but didn't really find what fulfilled me, so I decided to pursue my fashion passion and since then I have never looked back.”
What inspired you to start your company?
As a child I used to watch my Mom sewing and sometimes borrowed her machine to make my dolls’ dresses because I loved to create something extraordinary. When I grew up I worked for different industry sectors but didn't really find what fulfilled me, so I decided to pursue my fashion passion and since then I have never looked back.
What makes your business, service or product special?
We don't just dress the body but we dress the Inner person who lives inside the visible body. We make sure that we understand what image our clients want to portray; how they want to feel when rocking our designer garments; what is it that will make them show up in confidence, with no regrets or discomfort; and then we dress them accordingly. We bring Satisfaction through Fashion Confidence.
“We believe that every person has a role in delivering best service and making sure that our clients are satisfied with the end products of their order.”
“The Sluvin Designs brand needs to be "The Brand to be Associated With" and we are working to achieve that both locally and internationally.”
Tell us a little about your team
Sluvin Designs team consist of both males and females, but is dominated by the female team of employees. Most of our women are mature women who are breadwinners in their families, and also youth. We work together to make sure that our customers are well taken care of and that we meet our delivery time-frames. Client satisfaction is key throughout our team. We believe that every person has a role in delivering best service and making sure that our clients are satisfied with the end products of their order.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
Yes my family was always in business, from farming cotton, running a tuck-shop, and also my Mom sewing uniforms and other clothes for the community I grew up in. I started my business as a street vendor with a capital of only R50 that I used to buy material and borrowing a friend’s machine to sew. My first stock bought from that R50 was 13 kiddies tracksuits that were sold for R10 per set and that gave me R130 return. I reinvested all that money in buying fabric and by the end of the first month I managed to buy my own domestic sewing machine. By the 3rd month I managed to buy my first industrial sewing machine and continued to reinvest until I owned 7 industrial machines and an 8inch cutting machine. Then business came to a standstill due to cheap imports, so that’s when I used my investment to go and obtain my Diploma in Fashion Designing. While I was completing my final year in 2009, I got the chance to be one of the exhibitors selected to go and exhibit in Germany, and I sold out all my stock. That opened my eyes to realizing that there are more opportunities outside our comfort zones. So, upon finishing my studies I started my own brand, pursued international and local markets making sure that I dressed up in my own designer wear being my own brand ambassador. That’s what contributed to my business growth, people got to know that I am a fashion designer and started placing orders. We now have clients in Germany, Portugal, Italy, UK, Zimbabwe, Seychelles and, of course, locally in South Africa.
What are your future plans and aspirations for your company?
The Sluvin Designs brand needs to be "The Brand to be Associated With" and we are working to achieve that both locally and internationally. We also want to own a Fashion Academy that will be customized to offer what our learners need to make their businesses/brands a success in this highly competitive industry. We also want to groom young women to be confident, self dependent, and ready to lead with dignity, truth and focus driven minds, in order for them to be at peace and be strong enough to be independent in all aspects of life. This will eliminate the chances of having to tolerate abuse because of low self esteem and no financial independence.
“We want to groom young women to be confident, self dependent, and ready to lead with dignity, truth and focus driven minds, in order for them to be at peace and be strong enough to be independent in all aspects of life.”
What gives you the most satisfaction being an entrepreneur?
The joy of seeing our clients satisfied with their products. The freedom of being able to explore different business growth angles, taking calculated risks, learning from my failures, and also celebrating successes. The fact that I can put food not only on my family's table, but also on other families’ tables by paying wages and salaries, also gives me so much satisfaction and drives me to fight no matter how hard it gets along the way. Satisfaction is also the Joy of watching my creativity being embraced, loved, and appreciated.
What's the biggest piece of advice you can give to other women looking to start-up?
Do what you love, don't do what you think will bring you fast cash. Be honest with yourself and know your weaknesses and strengths. Don't blame the next person for your failures, the buck starts and stops with you as an entrepreneur. Never wait for millions and billions of cash to start your business, start with the little you have, reinvest and grow. Take care of yourself both emotionally and physically, it's the key to our growth. Lastly treasure and be yourself because everyone else is taken, so don't try to be someone else.
Contact or follow Sluvin Designs
FACEBOOK | TWITTER | INSTAGRAM | EMAIL sluu@sluvin.co.za
Why LoA loves it…
South Africa’s manufacturing sector needs jobs and the fashion sector has traditionally been a strong creator of those jobs. Sluvin Designs, founded by entrepreneur Silungile Mokoena, produces not only great fashion garments and accessories but also creates employment opportunities for local people. It is a reminder that if as consumers we shop local and buy proudly locally made fashion garments from businesses and brands such as Sluvin Designs, then local businesses and jobs thrive. — Melanie Hawken, founder & ceo of Lionesses of Africa