Episode 2: People really like looking good

Ntombi encourages everyone with a skill or talent to use it; to start where you are, with what you have.

A creative from Alexandra, Johannesburg, she shares insights into her practice and how she uses the digital space to support her work. Our host, Tumi Tsheola, visits her at home for a conversation that feels grounded.

It’s an easy, thoughtful listen with a fun soundscape, enjoy!✨

🎙 Hosted and recorded by Tumi Tsheola
✍🏾 Scripted and edited by Andile Msomi
🔊 Sound design by Andile Msomi

Listen to the full episode on Buzzsprout and SoundCloud.

Follow us on Instagram:
Future of Work: @fow_podcast
Tumi Tsheola: @the_og_worldwide
Ntombi: https: @sis_wama_crotchets

Thank you for listening! 

Transcript

SPEAKER_00 0:00

Hey everybody, hi hi hi. My name is Dumitsaola, also known as the OG from Alexander, north of Johannesburg, South Africa. And welcome to the second episode of The Future of Work. The plight of COVID-19 altered people's lives in many ways. It particularly intensified the uncertainty around employment. What was once allegedly creative practice for Nomi from Alexandra Township, where I also live, became a primary source of income for her.

SPEAKER_01 0:34

So it was during COVID-19 pandemic after I kind of lost my job, it was on hold, so it was very financially stressful at the time. So I needed to find an alternative way to generate income, to support myself. And also since uh remember a lot of us were doing some content. So I decided, oh, okay, let me just uh try this business out since we do have a lot of time on our hands. And remember, we were using face masks at the time. So since it was a daily necessity, I decided let me start with face masks and sewing reusable cloth masks, and and yeah, that's where everything started out basically.

SPEAKER_00 1:24

I first encountered Ndombi's work as a customer, you know, buying reusable masks from her. I later visited her in her home to learn more about her story.

SPEAKER_01 1:36

Okay, hi, hi Ndombi, how are you? Hi, hi, I'm good. How are you doing?

SPEAKER_00 1:41

I'm good, I'm good. You're finally, finally, finally, finally, um we managed to get on the call. Yeah. And congratulations. Congratulations on the newborn. So designing masks was not just a creative outlet and a source of income for Dombie?

SPEAKER_01 2:01

Um so during COVID-19, many people were struggling very financially. So there was a really high demand for masks, right? In an affordable manner. Instead of every day you're buying a mask in town, why not get one that you can reuse? Because remember they used to sell those surgical masks with a packet, and once that one goes to waste, you need to buy another one. So I decided, no man, let me design uh reusable ones. So that was more convenient. It also helped financially, and it also helped with constant protection. And if a person has two, they can interchange once you wash this one today. You can use this one overnight. You wash the other one, um, so forth, so forth. So it was um a way to serve the community as well, while also trying to build my own stability.

SPEAKER_00 3:07

The creation of reusable masks for businesses is now in the past. Alongside motherhood, ndombi is creating in other ways.

SPEAKER_01 3:18

Um, so I'm a home-based entrepreneur, I'm based in Johannesburg South. Um, so I'm just running a small creative business. It kind of specializes in tailoring, alterations, knitting. So I also do a little bit of t-shirt printing. So mainly what I do is I create handmade knitted items, um, like blankets, I tailor. Also, maybe someone wants a design or a specific garment of theirs needs some alterations. I do that, and I can also design. I also do custom t-shirts for individuals, maybe there's an event, or for small businesses, they want um for a function. So, yeah, it's mainly mostly what I do with regards to my business.

SPEAKER_00 4:16

You know, Fontombi, creativity clearly does not feel like work, it is something that she loves and lives with every day.

SPEAKER_01 4:27

I've always loved working with my hands and creating things from scratch. Um, creativity kind of gives me peace and a purpose. It's how I actually uh express myself and it also helps me to make a living. Her work entails tailoring, alterations, knitting. So I also do a little bit of t-shirt printing. So mainly what I do is I create handmade knitted items, um, like blankets, I tailor. Also, maybe someone wants a design or a specific garment of theirs needs some alterations. I do that, and I can also design. I also do custom t-shirts for individuals, maybe there's an event, or for small businesses, they want um for a function. So, yeah, it's mainly mostly what I do with regards to my business.

SPEAKER_00 5:30

That work and more shapes what a typical day looks like for Ndombi.

SPEAKER_01 5:36

Um, so a typical day just involves me checking, responding to customer messages. Like I said, I use WhatsApp, uh, some prefer emails, maybe if it's like a small business, uh preparing materials. So I'll be sewing around, knitting orders, printing the t-shirts, packaging, and I also spend some of the time sourcing materials and updating my social media pages. Um, so other things um I just try to work on a schedule in terms of okay, uh at this time I'm looking into orders, packaging, and also trying to incorporate new ideas if I'm not doing um orders that are specific to keep the momentum going.

SPEAKER_00 6:29

Don't be process a shade by customer requests and inspired by trending moments in popular culture and social media.

SPEAKER_01 6:38

So I like to stay relevant by creating pieces that are inspired by trending phrases, like I mentioned prior, or you know, things go viral, so most of the viral things, for example, I've made shirts with popular sayings people are using online, or in everyday conversations. It keeps my work fresh and relatable.

SPEAKER_00 6:58

Her audience exists in these digital spaces where her work is seen, shared, and also sold.

SPEAKER_01 7:05

Uh so it's mostly showcasing uh my products, communicate with customers, take orders. It's where most of my business actually happens.

SPEAKER_00 7:17

The rationale behind her business is very simple.

SPEAKER_01 7:21

People really like looking good. Um people really prefer quality. They also like um to also be unique to a certain extent. But remember now, if you're gonna go for big organizations, they charge way more, right? So my business responds to the need for affordability, custom-made clothing, and printing services. So this also um offers tailored services to the extent of the life of the clothing because it is actual quality, and people also get to save it. It doesn't really dent their pockets, so it's um it covers a wide range of affordability and quality.

SPEAKER_00 8:13

Fontombi, digital work allows her creativity to respond to the moment, you know, to create, to promote, and also to sell. It connects her to an audience beyond her immediate community. The digital world and the increasing AI demands that people adapt, they shift, and remain fluid. As with many, COVID-19 forced Ntombi to do exactly that. Out of uncertainty, she built something.

SPEAKER_01 8:45

Um, so really it taught me a lot about being flexible and paying attention to what people really need. I saw an opportunity and used my skills to meet that demand.

SPEAKER_00 8:58

Digital platforms have opened so many doors for Ndombi, making her work visible and creating new opportunities. But this access is not without its challenges.

SPEAKER_01 9:11

Um challenges include inconsistent internet access. Um, there's competition quite a lot, and sometimes not being taken seriously as a small business.

SPEAKER_00 9:23

Uh what gaps or inequalities do you see, you know, within your digital work or your digital spaces?

SPEAKER_01 9:30

I think the fact that not everyone has access to good devices, um, data or digital skills, which makes it harder for some people to participate.

SPEAKER_00 9:41

Who do you think gets left behind in this shift towards digital work?

SPEAKER_01 9:46

This mainly speaks again with inequalities as well. People in disadvantaged communities, especially those without access to technology or digital knowledge, are often left behind.

SPEAKER_00 9:58

And then what what do you think government can do? What role can government, you know, or institutions play, you know, in supporting people working in digital spaces?

SPEAKER_01 10:07

Provide funding, training, and better access to the internet so more people can participate in digital spaces. Like growing up, we had libraries so they can have like hubs with internet access around um a lot of um put it.

SPEAKER_00 10:27

And then also what role can you know the youth play in shaping these spaces?

SPEAKER_01 10:32

Um, so young people are already leading in a lot of digital spaces, right? So they can bring new ideas, support each other, and create opportunities for themselves.

SPEAKER_00 10:43

Yeah, definitely. And then also, what about communities? How can they support, you know, or sustain these kinds of work?

SPEAKER_01 10:51

Buying is the main thing, right? This is why we are selling. So buying local, sharing work online, and encouraging other creatives to keep going. So just being like just having that spirit of Ubuntu amongst each other.

SPEAKER_00 11:06

Yeah, definitely. And also, you know, how how would you say you balance your work with your your personal life? I see you've got a baby boy here, he's playing a town, um, and also a young one who's two months old as well, you know, screaming and you know, how do you how do you balance it?

SPEAKER_01 11:23

It's not always easy, hey, but I try to manage my time, um, so I have to be strict, consistent, set boundaries so I don't get overwhelmed as well, so that I can keep going.

SPEAKER_00 11:36

Yeah, and then also how how would you say um how do you see digital work contributing to or addressing unemployment in South Africa?

SPEAKER_01 11:46

So, digital work really does create opportunities for people to start their own businesses and earn an income without needing formal employment. Like you see now, Facebook is monetized, online work, people are getting paid by just goofing around at home as well. So, yeah.

SPEAKER_00 12:05

Yeah. Domby hopes to grow her business to reach even more people and build something bigger than herself. Her message for people who can make things happen.

SPEAKER_01 12:16

It might sound cliche from where I'm sitting, but it's definitely the truth. Um, I just like to encourage anyone with a skill or talents to use it. Start where you are, like basically use whatever you have and don't be afraid to put yourself out there. It really does help. Every time we say this, I know it sounds uh, there we go again, but it really does help.

SPEAKER_00 12:41

When COVID-19 disrupted lives and job security became uncertain, Ntombi responded with creativity in a way that was thoughtful, sustainable, and also adaptable. Histori is a reminder that in a time of widespread unemployment and underemployment, solutions are not always found in institutions or systems. Sometimes they begin with just you as an individual. People like Ntombi who are building for themselves and in doing so, shaping their communities. Thank you, thank you, thank you very much for taking the time to listen to the future of work. A special thank you to Ndombi for welcoming me into her home and to her children for contributing to the soundscape, you know. Thank you as well to the team that helped bring this episode together. This episode was hosted and recorded by me, Dumitseola, also known as the OG. It was scripted and edited by Andil Msomi, or the sound designed by Andilem Somi. And also make sure that you do listen to all our episodes on SoundCloud and Bars Sprout. And don't forget to follow us on Instagram. For our next episode, Zindlia Magazi speaks to CIPO, who is currently living in Cape Town, where hopes and dreams are being reshaped, in some cases, displaced by a digital economy that often favors those passing through. Until then, thank you for listening. Tune in again soon.