This week we chat with entrepreneurial textile and graphic designer Shermon Stride, who creates and sells beautiful bespoke products such as cushion covers, T-shirts, signs and more.
What products/service do you offer?
My business is an amalgamation of home textiles and graphic design. I offer a range of personalised products, using different mediums from sublimation to vinyl printing. Graphic T-shirts, personalised cushions, picture blankets, acrylic signs and much more. All products are made in my home studio
When and how did you start your business?
After leaving my graphic design job at Billabong SA to start a family and move back home to East London, I couldn’t find a job in my line of work. After working in many jobs not related to design, this gave birth to my own company in 2018, starting as Shermon Theresa Interiors, which five years later is now Purpose Designs.
What inspired your business idea?
My parents are my biggest inspiration. I watched my father grow his business from the ground up, while still able to spend time with his family. That’s the dream. I wanted to create a job for myself that fitted into my life of being a wife and mother, but to be able to pursue what sets my soul on fire – creating. I also never wanted to work for a boss again ‘lol’. So I became my own boss.
How many people do you work with?
For now it’s just myself, with the help of my constructive critic and the person who makes sure I eat when things get busy – my amazing husband, my positive vibe creators – my sons, my machine tech support – my dad, and my guardian angel – my late mother, and the rest of my family. I may work alone, but I’ve got the best support behind me.
What do you think sets you apart from other similar businesses in the area?
I think the passion I put into every order. I pride myself on giving the customer more then what they hoped for and at a competitive price. Purpose Designs isn’t just a job to me, I have an afternoon job for a salary, but this is my career. Customer service is very important to me, and I love working with clients to create something special. Having experience in both graphic design and textile design definitely helps. I am always up for a challenge. I think my customers appreciate that I get the purpose behind their orders and it has created a more personal approach to gifting. They love being a part of the creative process.
What are some of the challenges you have faced?
Like all small businesses in SA. load-shedding continues to affect productivity, it’s truly mentally draining. But remembering the love I have for what I do and why I started keeps me going. I have a lot of pep talks in the mirror.
What are some of your proud moments in your business journey?
Honestly, the day my kid said, “Mommy, you make really cool things, I like working with you,” ranks really high on my list. I was very fortunate to have the opportunity to print T-shirts for the Joy of Books festival at the Guild Theatre last year. That was my first big order so I’m super proud of that. The feedback from customers after receiving their orders is always an amazing feeling.
What are some of your goals for 2023?
The goal is to grow, both personally and professionally. I want to keep growing in my profession and keep creating beautiful items with purpose for more amazing clients. I’d like to add screen printing to my mediums and I hope to have a fully stocked online store for ready-made products by mid-year. Maybe I’ll venture into interior design again.
What advice do you have for someone interested in a similar line of business?
Go for it. You are the only thing holding yourself back. Fear held me back for a long time and it was time wasted. It doesn’t matter if someone else is doing the same thing, there is enough room for everyone if you work hard enough.
Is there anything else you would like our readers to know?
I dedicate my business to my parents Sean and Gail Ramoo, for educating me and giving me a chance to pursue my dreams in this hard world. I am grateful to my husband for his unending love and support.
How can our readers get hold of you?
WhatsApp – 079-913-7197
Facebook – @purpose designs
Instagram – @purpose_designssa
