Estate Living Digital Publication Issue 7 July 2015 | Page 48

DESIGN & DECOR

48

“We are seeing consumers becoming more thoughtful
with their purchasing; they don’t all want to subscribe
to the ‘throw away’ society but are interested in the
story behind the product. They rather pay a little extra
for something hand crafted and support local trade,
explains Natalie.Whilst by no means intentional,
so far Natalie has a female only team, as she feels
women bring a certain energy and dimension to the
creative sphere and believes that if you feed a lady
then you feed a family. The empowering of women
hasn’t stopped the multitude of male consumers
though and the popular angular coffee table is r great
example of a female designed yet masculine looking
product which has done so well, as is the latest
‘Gadget’ range of bags for Ipads and Laptops.Having
studied interior design, Natalie left her corporate
position as a creative director in 2011 to start Indigi
Designs which she launched at Design Indaba in Cape
Town. The company has been selected for a number
of international shows in London, New York, Paris,
Tokyo, and Australia including exhibiting with the
South African Handmade Collection at the Ambiente
Expo in Frankfurt.
International buyers from Europe, Australia and the
Middle East make up nearly 70% of the Indigi consumer
base, whilst domestic consumers can purchase
products directly online as well as in MadeinSA stores
and other stockists across the country. Price tags
start at as little as R50 for a plate holder or cosmetic
bag to R15, 000 for a furniture product, and custom
made orders for interior designers, developers and
architects allows for a bespoke tailor made service.
Putting South African design on the international
map is another reason why Natalie created a unique
product offering. The boutique textile range features
gorgeous South African-inspired patterns and designs
in loud and proud shades and complements her
wide range of furniture. It subsequently inspired a
whole collection of bold scatter cushions which sell
extremely well aboard as do the intricately crafted
wire bowls. The company continues to lead the way
with some fantastic collaborations in the pipeline

including Indgi designs being laser cut onto the pieces
of one furniture designer. The addition of some new
pieces such as tables, chairs and light fittings to the
Indigi furniture range, as well as an even more eclectic
and sophisticated choice of colour palette, the pairing
down of designs and the introduction of new organic
textiles such as a hemp cotton. Customers can expect
to see more of the translation of patterns into other
mediums and the layering of different types of fabric
on different surface areas.
Natalie has achieved so much more than she
originally set out to. A contemporary African aesthetic
that dilutes the confusion and influence of what is
deemed to be South African; Indigi showcases simple
designs made by local passionate people that is not
sanctioned by boundaries and speaks more than
just the language of art and design, but of history,
heritage, culture and gender too.
Contact
Indigi Designs
Studio 18, first foor, The Woodstock Foundry
170 Albert Road, Woodstock
021 447 0165
[e-mail]
www.indigidesigns.co.za
Business Women’s Association
www.bwasa.co.za

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