By Buziwe Nocuze
• Khanyisa Novukuza started making and selling earrings during the Covid 19 pandemic after struggling to find permanent work despite having an honours degree.
• The self taught designer wants to grow Khanyisakreations through an online store or retail partnership and says financial independence is important for women.
When Khanyisa Novukuza struggled to find permanent work, she refused to sit back and allow unemployment to crush her dreams.
The 40-year-old Khayelitsha woman picked up beads, wire, hooks and paint and started building something of her own.
Novukuza founded Khanyisakreations during the Covid 19 pandemic after finding herself unemployed and frustrated.
She has an honours degree in Educational Psychology, but finding permanent employment remained a struggle.
“After finding myself unemployed and frustrated despite holding an Honours degree in Educational Psychology, I turned my passion for beauty and accessories into a business,” Novukuza said.
She makes earrings by hand using raw materials bought online and from local suppliers.
For Novukuza, starting a business was another chapter in a long fight to earn her own income.
“I have always struggled to find a permanent job, and I have always been someone who sells things,” she said.
She previously sold products as an Avon and Justine representative.
“I tried everything because I didn’t want to let the fact that I was unemployed get me down. I am very creative, so I had to make a plan.”
Her earrings sell for R40, R50 and R80.
Learning as she grows
Novukuza has never received formal jewellery making training.
She taught herself.
“I am a naturally creative person. I have always loved to design my own things, and I love fashion, so I taught myself everything,” she said.
Her designs are strongly influenced by African clothing and everyday fashion.
She sells directly to customers at local markets and promotes her work through WhatsApp, Instagram and Facebook.
But running a small business comes with challenges.
Novukuza said sales slow down during winter before picking up again in spring.
She also does most of the work herself.
Her next dream is to reach more customers and take Khanyisakreations beyond direct sales.
“I would like to increase my social media following or customers, like creating an online store, for example or get into a partnership with a retail store. That would be an absolute dream,” she said.
She is also working towards formally registering the business.
“I have already started the process of registering my business. I am halfway through completing it.”
Customers keep coming back
Customer Thembi Smith discovered Novukuza’s products after being referred by her cousin.
She has become a regular customer, buying earrings and headbands.
“I love her work; it is neat, and the quality is good. I still have earrings I bought from her four years ago,” Smith said.
Thozama Gwente, founder of the United Informal Traders Association, encouraged Novukuza to complete the registration process.
Gwente said having a registered business could open doors to funding.
“Registering her business gives her an opportunity to apply for funding. She can visit the SEDFA offices near her, and it is important to become a SEDFA client,” she said.
Dreams are still valid
Novukuza wants her journey to encourage other women who may feel trapped by unemployment or financial struggles.
Her message during Women’s Month is simple: keep going and work towards having your own income.
“I would like to encourage women not to give up on their dreams, as they are valid,” she said.
“It’s also important that they make means to have their own money and not be solely dependent on other people. Independence is key.”
For Novukuza, a period of unemployment became the push she needed to turn her creativity into an income.
Now she wants to take her handmade Khayelitsha brand even further.
Pictured above: Khanyisa Novukuza founded Khanyisakreations, an earring accessories business, during the Covid 19 pandemic.
Image source: Supplied.
