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Women Entrepreneur Successes

Ann Gadd

Business as art.

Juliet Pitman



Ann Gadd

Ann Gadd left the advertising world because she wanted to pursue her dream of becoming an  artist. As a natural-born business woman, the world of struggling painter was not for her though,  and so she made a thriving business from her passion instead.

If making it as an entrepreneur is tough, making it as a commercial artist is even more so. But for Ann Gadd, the business of art and the art of business are not so very far apart. A combination of entrepreneurial flair, marketing suss and enormous artistic talent has helped her to secure the kind of commercial success that most artists only dream of.

Known for, amongst other things, the phenomenal success of her ‘sheep paintings’ there can be no doubt that part of Gadd’s success derives from a unique artistic style and subject. But it’s equally true that she is an astute businesswoman and marketer.

For many artists, marketing is a dirty word, but on that point Gadd has this to say: “Don’t be under the illusion that as an artist you are in anything other than a business. You have a product and you want it to sell. The way I see it, you can either do that successfully by marketing your work well, or you can retain a misguided sense of ‘integrity’ and leave it to fate whether your work sells or not. I simply didn’t have the option of not being commercially successful. I had a family, two children and a bond.”

She goes on to add: “I’ve always maintained that an artist needs to have something unique and different. You should never try to ride on someone else’s style. But I also know that the minute you have something unique and good, other people will try to copy it. So my strategy with my sheep paintings was to get them out in as broad a market as possible, as quickly as I could, so that there was never any confusion about who had the original idea,” she says.

Broadening a market

It was a strategy that drove decisions uncommon in the artistic world. Instead of restricting her works exclusively to galleries, Gadd published books of the sheep series, a move that many artists might argue diminishes the value of the original work.

She begs to differ. “The books act as a ‘brochure’ for the work, getting it out there to a far broader market. They also help to stamp my ownership on the artistic style. And while only a few people might be able to afford a painting, many more are able to purchase a book, so publishing broadened my market considerably,” she says.

It’s all part of her strategy to take her art to as many people as possible. “I realised that many people don’t visit art galleries either due to time constraints, lack of interest or because they feel intimidated by the sometimes austere atmosphere of a gallery. This means that none of these people would ever get to see my work if I restricted myself to galleries alone,” she adds.

It’s a strategy that’s worked remarkably well, driving a growing groundswell of public demand for her work. “The public really created the demand – they loved the sheep paintings. I remember taking seven of my sheep paintings to a gallery on the Thursday and by the Monday they were all sold,” she relates.

The gallery wanted more paintings, even offering to pay cash for them upfront. Unsurprisingly, they also wanted exclusivity. Gadd turned them down but she learnt an important lesson. “The minute you create something desirable, people want to own you. You need to know when to step away from the gold they are offering you and retain your independence,” she says.

Independence is part of Gadd’s DNA – she took an unprecedented step, not to mention an enormous risk, publishing the first sheep series book herself. “I had an agent in London who was very enthusiastic but couldn’t get the publishers interested. Everyone said it would never work and that I’d never sell more than 1 000 copies.

I didn’t believe they were right so I published the book myself – and proved them wrong,” she says. As a result she’s managed to reap the full financial rewards of book sales, and not just the royalties.

Thinking business

There can be little doubt that Gadd’s business experience from a ‘previous life’ in advertising has stood her in good stead as an artist. “From business I learnt the ability to make decisions quickly without endlessly debating what to do. It’s meant that I could catch the demand for the sheep series early on and really make the most of it,” she says.

She also thinks like a business person, placing important emphasis on professionalism and service. “I try to treat every customer as I would like to be treated. More often than not, I try to give something away with each transaction – this might be free couriering, a free item, a personal touch such as including a free card, often in which I have written the receiver a personal message.

I have also attempted to break the archetypal mould of an artist of being unreliable, by delivering commissions on time,” she explains.

It’s a practice that other early-stage or single-operator entrepreneurs can learn from. Just because you don’t have the corporate office, staff complement or high turnover of a large company, doesn’t mean you should not behave like a professional business. “If you want people to take you seriously – whether that’s as an artist or a business, or in my case, both – then act accordingly,” Gadd comments.

Ann’s advice to entrepreneurs

Learn from a seasoned business woman.

  • It often seems that success has come easily to successful people, but this isn’t necessarily the case. Remember that for every success there have usually been previous failures. The only difference with successful people is that they don’t let the failures prevent them from moving on to the success that might lie just over the horizon.
  • Take risks and find the courage to experiment – but be realistic. Accept that not every risk will pay off.
  • Push yourself to offer the world something unique, instead of simply emulating others.
  • Marketing is about talking to your people and you can only do this if you spend time with them. I use my shows to listen to what people like and dislike.
  • Its easier to fulfill a desire than to create one, so build your business around giving people what they really want – not what you think they want, or what you think they should want. To do this, you have to get inside their heads.
  • Stay close enough to your market to pick up immediately when something has struck a chord – and make sure you have the systems in place to be able to ride the wave and maximise the opportunity when it comes.
  • If you believe in something you should persevere – even when others tell you it won’t work. It is possible to win out in the end.

Vital stats

Player: Ann Gadd

Company: Ann Gadd, commercial artist

Launched: 1997

Contact: +27 (0)21 554 1235;

Juliet Pitman is a features writer at Entrepreneur Magazine.

Company Posts

Designing Her Destiny

Oh Yay! owner, Emmerentia van den Hoven does business her way.

QuickBooks SA




In 2011, Emmerentia van den Hoven took a leap of faith when she decided to leave her graphic design job at an agency and pursue her real passion – and it has paid off tenfold. Here’s her story.

“When I started planning my own wedding eight years ago, I fell in love with wedding design and wanted to do that for the rest of my life. Designing for brands had become a set of rules rather than being creative, and I’d always wanted to work for myself. So, in September 2011, I turned my seven-month-old side gig into a fully-fledged business and launched Oh Yay!

I have to hustle every month to get new clients because every client will use my services maximum twice – first for the wedding invitations and then for the stationery on the day – so I don’t normally have returning clients.

Because my main business is seasonal and usually once-off per customer, I have branched out into branding for small businesses in the beauty and lifestyle industry. I also earn a passive income through the Oh Yay! online shop where I sell wedding décor items.  Oh Yay Kids – my other online store – is my passion project. I launched it just before my second child was born, adding items to the store that I made for my two boys when I saw a need for it. I then expanded into prints for nurseries and kids’ party stationery.

I work for myself and have no employees, so the fact that QuickBooks lets me load all my services, products and prices in one place makes running my business so much easier. Being an entrepreneur is difficult because you don’t know if you’ll be successful or not. But if you believe in and love what you’re doing, it reflects in your work and the service you give.”

Less admin, more of what you love


When Oh Yay! was launched, along with her dream of being an entrepreneur, came the nightmare of other administrative tasks. But that changed in 2018 when Emmerentia started using QuickBooks.

“When I was using spreadsheets to balance my books, I was spending 80% of my time on admin, which left very little time to tend to customers’ orders. I now spend no more than 25% of my time on admin, which is important, especially when it comes to the speed at which I send quotes. You don’t get any work if you don’t send out quotes and it’s tough to juggle the admin with your actual job of running the business.

Numbers were never really my strong point, so having a professional quote done in record time not only projects professionalism, but the format also changes the way new clients see me. In my industry, the quicker you can send a quote out, the likelier you’ll get the clients’ business. It gives legitimacy to my business. The QuickBooks system operates so seamlessly that clients communicate with me differently, like I have my own accounting department, when in fact, I’m a one-woman-show.

I used to dread doing admin, but now it’s so easy and quick. I’m not just saying this – QuickBooks changed my life.”

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Women Entrepreneur Successes

Watch List: 50 Black African Women Entrepreneurs To Watch

These female entrepreneurs are breaking barriers, transforming industries and inspiring change on the continent.

Diana Albertyn



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Women Entrepreneur Successes

Owner Of Nouwens Carpets Shares Success Lessons From Running A 50 Year Old Family Business

Embrace technology every chance you get.

Nadine Todd




A company that’s been active for more than five decades in an industry that’s hundreds of years old doesn’t sound like a recipe for innovation — and yet that’s exactly what Luci Nouwens, owner of Nouwens Carpets, is focused on.

The modern carpet has a history that goes back thousands of years. And despite the hipster trend of reclaimed and hard wood flooring, the carpet still remains a popular choice for consumers.

In South Africa, a name that’s synonymous with quality carpeting is Nouwens. When Cornelis Nouwens arrived in the country in the 1950s, bringing the skills of a trade which he had mastered alongside his father in Tilburg, the hub of the Netherlands’ wool textile industry, he passed on the skills and the love of the craft to his family and to workers in the Harrismith region in KwaZulu Natal.

More than 50 years after her father started it in 1962, the company remains family owned, and is headed by Luci Nouwens, who has been with the business for 48 years.

“We have maintained our reputation for premium quality all this time by paying meticulous attention to crafting standards and selecting only the finest raw materials,” says Luci. “Equally important is that we have innovated at every opportunity, embracing technology without ever compromising the traditional craftsman’s spirit.”

Innovation drives growth

Businesses that innovate are able to grow and hire more employees. As a result, they grab a bigger share of the market. That’s true regardless of the size of your business: If you innovate, you can scale up.

In 1968 Nouwens launched a pure karakul wool carpet that was extremely hard wearing and took the company into the commercial carpet market. Luci recalls the manufacturing of the carpet as “a major feat of unique textile engineering.” Another innovation in 2005 was the introduction of a totally new style of flat weave wool carpet, a very clean, minimalist and natural look requiring much less wool without compromising on wearability.

“These innovations are just two of many that have allowed the business to boost its market share over the years,” says Luci. “But beyond that, innovation has enabled Nouwens Carpets to form the backbone of economic activity and upliftment in the local community around Harrismith. This has allowed us to make substantial investment in providing education and skills development for the local population, to ensure that the craft is preserved for generations to come.”

Related: 10 Successful SA Women Entrepreneurs’ Top Advice On Balancing Work And Family

Innovation enables sustainability

Innovation in technologies and how they are applied is key to enabling a manufacturer like Nouwens to create new business value, while also protecting the planet.

“We have used technology to enable sustainable manufacturing, for the benefit of the business, the community, and our customers.”

Nouwens selects equipment, materials and manufacturing methods based on their degree of sustainability and protection of the environment. The company is also a member of the Green Building Council of South Africa and submits its products for VOC testing to ensure that harmful emissions are significantly reduced.

“Ultimately, we are driven by a passion for textiles and the ability to constantly find better ways to produce beautiful products. After the downturn in the economy, we started to produce more cost-effective commercial nylon yarns, and in 2017, we became the new kid on the block for synthetic grass. The bottom line is that a true entrepreneur does what has to be done when the time comes.” — Monique Verduyn

The role of disruption in creating value

A disruptive business is a business that challenges and potentially changes the status quo. From a mindset point of view, a culture that questions ‘why’ can help foster organisational and market disruption. But disruption for the sake of disruption is self-defeating, it needs to be on the back of making things better and based on commercial principles, i.e. people or market players actually wanting to be disrupted.

The starting point is this: Does someone, or a market, value what you’re producing? If the answer is yes, you have a commercially viable disruption. Disruption that is valued by its target market has the best chance of resulting in success.

Get that right and you’ll have a customer base, you’ll gain traction and you’ll attract investors, provided you’re also making a meaningful and sustainable difference to your target market or community. — Ian Lessem, CEO, HAVAIC Investment and Advisory Firm


Team up with customers and competitors.

There’s more power in collaboration than competition. We’re stronger together than when we’re apart. When it comes to working with competitors, consider this: They may have something that you don’t, or vice versa, and 50% of something is always more than 100% of nothing. You’re then positioned to add value before you add an invoice, so your clients benefit from your relationships, and the market wins. From there, you become your client’s go-to-person, because you’re putting them first.

Customers are also a great source of knowledge: They might just have the answers you’re looking for, but are you asking them the right questions? They often know more about an entrepreneur’s business than they know themselves, because they’re on the receiving end of your offering. One way to collaborate with customers is to ask them more questions about yourselves, themselves and their clients. Harness their perspective and develop yourself to give them what they want, not what you think they want. — Wes Boshoff, founder, Imagine Thinking

Related: Watch List: 50 Top SA Business Women To Watch


Know what your audiences are interested in

As a brand, there are many ways to ensure your audience is paying attention to you, but you can’t expect them to find you unless you’re sharing content that captures their interest. If you send out press releases, don’t be too rigid or plain. Audiences want to be engaged, and not to have to deal with long, cumbersome information. An infographic, along with a video or pictures will make your release easier to ingest and more memorable. People don’t want boring figures, they want relatable stories.

One way to be relatable is by tapping into influencer marketing. This doesn’t mean you need celebrities with the highest followings to endorse you. Micro-influencers are proving to have just as much clout as those with larger followings. Evidence shows that micro-influencers have a more established and deeper connection with their audience, which translates to loyalty and a readiness to follow their advice. The trick is to find the micro-influencers who are speaking to the audience you want to reach.

Big data plays a key role in painting a picture of who is ‘out there’. With the right information, you can tailor your content to a specific audience. Big data can show you what topics and problems are trending in your industry, so that you can get the jump on them. Use big data to deliver your own insights on current topics, shaping and leading the conversation, converting your audience’s attention into action. — Madelain Roscher, founder and managing director, PR Worx and Status Reputation Management

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