Founded and managed by Alice Kraft, Alice Kraft designs, supplies furniture and décor as well as wall art.
Kraft first started in the insurance broking business, a field in which she was proficient in, then, after being exhausted of the monotony, she thought of a business which would be less dependent on her skills.
“I took time and applied my mind on what would suit me. I started digging for information continuously,” she says.
Kraft would then find the answer by default, when she least expected. Half her house was her business’ offices, but after she sold the insurance portfolio she saw that needed to be redecorated. She then went around looking for combinations that would work well. “My friends and family noticed that I was enjoying my new found passion and advised me turn it into a business. I trusted their judgment and that’s how it all started,” Kraft says. Information which she had gained from travelling around the world had opened her mind to new horizons in the business. She opened a retail store.
Kraft acknowledged that she could not compete with bigger companies, and decided to be distinct by designing her products herself, customising them to what suited specific clients. This is what big players rarely did, she observed. “Creativity is key,” she says. Kraft contracts both small and big manufacturers.
Kraft has outlined a number of plans to grow the business, which she believes, once materialised, will create more business and employment opportunities. “It’s sad to see young South Africans suffering after graduating,” she bemoans. That’s why the company intends to assist young graduates in art and woodwork through a programme, where possible. It is conserving forming an association with a young entrepreneur.
Kraft would like to see the business overcome a few challenges.
“The company is struggling to withstand competition from big corporates, which are adequately resourced and can sell huge volumes of products at reduced prices. Also, as a small business every cent is dear and sometimes replenishing cash flow can be slow. In addition, it can be frustrating to negotiate better terms with suppliers, who are reluctant to compromise sometimes.”
For those willing to follow her path but lack the gumption, Kraft has a few candid and valuable words. “Look for a niche market, look out for gaps in the market and find something which will make you stand out.”
