Sheila Afari, 24 years old, Born in Ghana, Grew up in Eastern Cape

            

1.What is the one word that describes you and why?

I’m ambitious. I believe the sky is the limit. I don’t limit myself to what I know or what I’m comfortable with. I go the extra mile & strive to achieve all I set my mind to and beyond. I’m a pusher. I break boundaries. I don’t want to be in the same “space” I was six months ago. I work hard to grow & learn all the time.

2.What did you study?

Psychology Honours.

3. Tell us about your business.

I own two businesses, Lavish Industries & Design For Style (DFS).
Lavish Industries is a two year old lifestyle company operating in four divisions namely events, décor, artists & stylists. We offer personalized packages from conceptualization to implementation to suit our clients’ needs & budgets.
http://www.lavishindustries.blogspot.com/
http://www.lavishindustries.co.za/
Twitter:@lavishind

Design For Style (DFS) is a fashion platform that showcases emerging designers through fashion shows. We currently have fashion shows in Cape Town, but as of 2011, this fashion platform will extend to shows in Johannesburg as well. DFS’s mission is to create opportunities for young designers. Apart from the fashion shows, we have intermediatory events such as workshops that are designed to educate young designers or people interested in the design industry in how to “make it” and be sustainable in the fashion industry. We also stock the designers we showcase in various stores. Our home base currently being Collage in Long Street.
http://www.designforstyle.co.za/
Twitter: @designforstyle



4. What motivated you to start your own business?

I’m a family oriented person, and that’s where the idea of being an entrepreneur came from. When I have kids one day I want to be able to attend their school plays and sports matches and so forth. I want to be able to use my time the way I want to instead of being on someone else’s schedule.
Funny enough I never thought I’d start my own businesses whilst at varsity. I thought I’d work for someone else for a couple of years first, but both my businesses came about spontaneously. The core reason of going through with them & working hard to make them work was because I value the essence of what being an entrepreneur is and what benefits come with it long term.

5. How long did it take you to implement your idea and why?

Almost immediately for both businesses. Literally the ideas came and I started implementing them. As mentioned earlier I’m ambitious. I don’t see challenges as a reason to slow down, more of a reason to work harder to achieve the set targets.

6. What are the steps you took to turn your idea into an actual business venture?

With Lavish Industries it was very text book from day one. As soon as I got the name I registered the business before operating. I did my homework on how to write a business plan, marketing of a business and so forth. But once I started operating I put the “text book” things aside and went with my gut feelings and resources. It came with its pros and cons.



7. Did you venture straight into the business world immediately after university or you worked in the corporate world first?

I started my businesses at varsity and continued with them after university. I felt I needed to see where I could get with my businesses before venturing to work for someone else.

8. Is it important to first work for someone else then later open up your own business?

I think this is a personal choice that will be different for everyone. For me I felt I was in the right “space” to take the risk of self employment immediately after university. That isn’t the case for everyone. It’s not a decision one can make lightly. There’s a lot one can learn from being an employee, so I wouldn’t rule working for someone else out.

9. Did you have the support of your family with regards to your decision to become an entrepreneur? If not, how did you deal with that?

Um… because I’m furthering my studies with some direction of being employable, that’s their main concern. What I do with my time otherwise they have no objections. The support is there indirectly, and it has made this journey somewhat easier.

10. What challenges did you face as a young business person?

I think the challenges are endless. Every day poses a different challenge. The beauty of it however is that with every challenge comes a learning lesson and growth to be a stronger, wiser entrepreneur. The challenge I am currently trying to overcome is how to work smarter and not harder… I’m slowly but surely getting there.


11.How important is working with a team?

Team work is essential. Great team work is invaluable. There are lots of challenges in working with a team, but once you’ve got it right, the pro’s definitely out way the cons. As a person who likes to do everything herself, I’ve realized that it’s impossible and also not effective for one person to do everything. I’m learning to delegate and it’s making things easier.

12. What are the qualities that one should consider in assembling a team.

Know what expertise you have and where your short comings are. Your team should be complementary and not conflicting. I think the mistake people often make is assembling a team of people that are similar to themselves with the idea that the team will get along better. The team should be a reflection of what you need to “sell” your product most effectively. It is also important however to remember certain expertise can be outsourced. You don’t need a large team to be effective.

13. Is it important to have a mentor?

I think it’s important to keep learning and growing and how that happens isn’t really the importance. Having a mentor for the sake of it isn’t beneficial unless you believe you can learn and grow from that person. I would highly recommend that people do try find a mentor. Yes experience is the best teacher, but sometimes you can save yourself a lot of time, money, pain etc by learning from someone else’s experiences and guidance.

14. Who is your mentor and how does he/she help you?

I recently got two mentors. I’d rather not mention who they are. In the short period that I’ve known them I’ve grown considerably as a business woman. Sometimes just having someone more experienced share their experiences with you can be quite phenomenal.

15. How do you achieve a work-life balance?

I love people so lucky for me personal interaction is very important for me. I think it is important to take time out to be with my friends, family and loved ones. I have a hectic work schedule, but to prevent burn out I make sure to take time off. I plan my leisure time outings like dinners and movie nights, but when I just need to de-stress or I realise I can afford to take time off, I often rent a dvd or go for a walk.

16. Any advise you would like to give to upcoming young business people.

Give it all you’ve got! You are the solution to unemployment in the world. We need more people going out there and doing their own thing. Entrepreneurship is scary if you’re facing it on your own. Join entrepreneurship networks and surround yourself with other entrepreneurs.

17. How do people get in contact with you?

Email: sheilaafari@gmail.com
Cell: 0795569023

To learn more about Sheila's journey as an entrepreneur check out her blog on http://www.sheilaafari.blogspot.com/