Get to know Creative director and co-founder of Okracandle Michelle Rust, a dynamic entrepreneur and businesswoman whose creativity and hard work helped her to build a strong business during the COVID-19 pandemic.
Whilst working on TV show production Michelle, and her partner Erik embarked on an incredible journey to design a candle that was not available at the time. This pivotal moment led to the two purchasing their first 3D printer which solidified the beginning of their business Okracandle.
Initially the business started out as a passion project, which provided a space for amazing creative concepts. With Eriks background in biochemistry, and design combined with Michelle’s expertise as a creative professional the two were able to merge their strengths and create a product that tells an artistic story through wax.
Michelle recalls that the business was solely run from their home which led to them being unable to use their kitchen for a while. But after an incident they realised it was time to move into a space where they were able to have more space which could help to further their creative ideas.
Key lessons learnt from starting a business:
Michelle advises that when starting a business, she has learnt the importance of dividing responsibilities based on strengths. This helps with making sure the business runs smoothly and helps with building a strong sense of collaboration and patience. She also recognises the importance of remaining determined during the initial phases as this builds motivation as well as having a strong support system of people who see your vision and provide encouragement during the tough times.
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Michelle provides some key advice on entrepreneurship and creativity:
What advice would you give to young women with a unique idea and passion for entrepreneurship who are afraid to take the leap?
My advice is to be realistic and strategic. Keep your day job initially while working on your side hustle until it gains momentum, then transition fully. Be prepared for hidden costs and ensure you have sufficient capital or seek investors. We’ve gone the personal funding route, which can be challenging. Trust your instincts, and don’t let others hold you back from executing your business plan.
What are the 5 personality traits you think can help women who want to start a business?
- Resourcefulness: Finding innovative ways to solve problems
- Persistence: Staying determined and committed
- Adaptability: Being flexible and open to change
- Confidence: Believing in your vision and capabilities helps you make bold decisions
- Resilience: The ability to bounce back from setbacks
What advice would you give to your younger self?
My advice to my younger self would be to start believing in yourself and recognizing that you’re capable of achieving anything you set your mind to. Always remember: if you can dream it, there’s a way to make it happen.
What is your biggest motivation when trying to expand on a new idea?
My biggest motivation when expanding on a new idea is achieving the desired result while efficiently utilizing resources. I aim to balance innovation with practicality to ensure successful outcomes without unnecessary waste. Additionally, there’s a thrill in attempting to create something unique and pioneering.
How has your love for creativity helped your business? What advice do you have for women who struggle to find a balance between creativity and business?
My love for creativity has been instrumental in shaping and differentiating our business. It drives innovation and allows us to offer unique products that stand out in the market. Creativity fuels our problem-solving and keeps us excited about what we do.
For women struggling to balance creativity and business, my advice is to embrace both aspects without compromising one for the other. Allow creativity to guide your vision while also focusing on practical business strategies.
Okracandle in the next 5 years
My biggest goal for Okracandle in the next five years is to achieve stability and growth while finding a better work-life balance. I also aim to focus more on artistic wax installations, pushing the boundaries of creativity in our products.
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Follow Okracandle on their journey:
Instagram: https://www.instagram.com/okra.candle/#
Website: https://okracandle.co.za/
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Feature image: Supplied
