In a mass produced, cookie cutter world, there’s something particularly special about the unique and handmade. That’s why interior designer Nicola Colyn established Cozi Interiors, an online showcase of local artists and artisans.
Have you ever seen a piece that simply takes your breath away? That leaves you wondering at the talent and skill required to make it? That’s how Nicola felt as she browsed a farmers’ market on a trip back home from the UK, where she was living at the time. “It was the most fantastic environment. It felt quintessentially South African … everyone was talking to each other and smiling, the weather was gorgeous, and above all, there were all these beautiful items for sale,” Nicola recalls.
Eager to find out more about the creators behind these pieces, she stopped to speak to the stallholders, and found out that their talents were often no match for challenges like a lack of access to market. “I could see just how much time and effort people invested in the things they made, but for most of them, this was just a side hustle – one they were trying with all their might to grow, while still holding down full time jobs and looking after their families.”
Nicola started thinking – was there anything she could do to help? Her consideration wasn’t purely altruistic, she admits: “My mother and grandfather both owned their own businesses, so I expected that I would do the same. I just wanted to find the right niche.”
At the time, Nicola was working in interiors, an industry she had switched to after studying fashion. Her stint in London had left her disillusioned with the world of apparel, however. “There is just so much waste. It’s a really fast-paced industry, and I was feeling overwhelmed by it all.” Interiors allowed her to channel the creativity that had been sparked in her childhood, while also experiencing the satisfaction that comes from using fabric, pattern, colour and texture to create an environment that bolsters people’s moods.
The idea of a platform selling South African art and craft would allow her to deepen her connection with this side of the business, as her goal upon returning to South Africa was to establish a consultancy that could leverage products from the online store, helping the artists gain a greater following by showing design clients how to stage them.
But first, to increase their presence. Nicola realised that, their uniqueness aside, one of the reasons handmade items are so alluring is because there is a story behind them. The problem is that unless you get to meet the maker, you seldom find out about that story. In fact, if you don’t frequent the markets where most makers sell their wares, it’s possible you won’t even learn of their existence.
This understanding was borne out by the research Nicola conducted into small businesses, and how they were getting their name out. “I did a lot of Instagram browsing to learn what was out there and how the artists were marketing themselves. I found that most don’t have the time to work on their social media accounts, so they haven’t managed to build a big following – or, they might be well-known in their home city, but struggle to build a name anywhere else,” Nicola says.
Cozi Interiors addresses this by gathering local talent into a single marketplace, much like Takealot. Think of it as window shopping a ‘South African’ only store, where you can pick up art, homeware and décor.
At present, Cozi Interiors’ collection includes hand-painted napkins, exquisite ceramics, handmade cards and gift tags and tableware – but Nicola sees the range growing to include furniture bedding, bath accessories, lighting and more. “There’s so much talent here, so the potential is really enormous,” she enthuses.
She’s also keen to point out that customers who spoil themselves (or their friends and family) with a piece from Cozi Interiors aren’t just buying something special, they’re also helping to fuel local economies. “Take our hand-painted napkins, for example … our Karoo-based artist has to buy the napkins from a supplier, then have them transported to her, and she uses yet another supplier for packaging. That’s three small enterprises you’re supporting with a single purchase. The big thing is that when you buy from someone like that, they’re able to employ more people and train them, so they’re helping to develop the next generation.”
Nicola points out that this is why hand-crafted items tend to be more expensive than their factory-made counterparts. “People balk at the idea of paying more, but they have no idea of the time and energy that has been invested in each piece,” she points out.
Helping people understand this dynamic is yet another factor driving her passion for Cozi Interiors, but, above all, the platform is about paying tribute to the unique African spirit. “When you spend time overseas, you come to realise just how wonderful this place is. There is something very special about people who never give up.”
Details: cozinteriors.com; @cozi.interiorsfurnishings on Insta.
