There’s nothing that speaks to me more than creativity and reselience. Belinda Phofu is a perfect example of someone who decided to focus her energy at making a fortune out of her misfortune, with a grand focus on social impact.
After having to take 2 gap years because of a lack of funds for furthering her education she started creating beautiful jewellery pieces out of mainly mundane or discarded material. Today she is an entrepreneur and founder of SIIC a jewellery brand that specialises in street style accessories. SIIC is an acronym for Style Is Incalculable.
She took a bit of time between her hectic day to tell us more about herself as well as her work.
Hey thanks for your time, Let’s get into it
Coolio
It’s a new year and you have obviously hit the ground running, did you rest in December?
(Laughs) No I didn’t rest. Apart from working on Art Is Currency, I also had to work on making jewellery to go with the Pilgrim Clothing winter/autumn collection. Which they’ll be showcasing at SA Menswear Week on the 3rd of February…so there’s been no time.
You turn what many may see as garbage into gold, what really inspired that?
Getting into jewellery wasn’t something that I wanted to do. After matric I wanted to go study wardrobe and costume design at AFDA. After not being able to, because of financial reasons I took a gap year,2 gap years actually. And it was during those 2 years where finding a job wasn’t so easy. And so boredom had me noticing random objects on the floor. Playing around with them…and making whatever I could. Which turned out to be jewellery. So I guess you could say, what inspired it was not struggles of not being able to go to school and unemployment
In an article a few years ago you mentioned how your mother is “still” not supportive, how is she now and do you think this is the reality for most emerging artists and creators in South Africa? The lack of support from their family unit?
Nothings changed,my family still isn’t supportive.They actually don’t even know about my exhibition or anything else I’m doing. I just don’t talk about it to them anymore. It’s better that way. I made the decision to not be so focused on that aspect of my life. Yes, I know I’m not alone I definitely think it’s a reality for many creatives out there. Our parents grew up in a different time.We need to understand that. But them not being supportive is no reason to quit.
My mom once told me that life isn’t about following your dreams, it’s about getting by. It’s very unfortunate that she has that perspective, but her perspective obviously comes from her own background. And the choices /sacrifices that she’s had to make over the years.

What do you think is the cause and how do you plan to overcome that?
As I said, they grew up in a different time.And that’s influenced their thinking in that one can’t make a success out of anything that’s under the Arts…how do I plan on overcoming this. By proving them wrong and making a success out of myself.
How do people generally react when they see your work?
They love my work. They love how different it is. They just never wanna buy(Laughs)
The new year often brings a new approach, what are you bringing to the SIIC brand this year?
I’ve been focusing a lot more on business aspect of my brand and looking at what I do as more of a business. I’ve also been working on using not only SIIC but Art Is Currency as platform to educate…hence the concept of the 2nd instalment of Art Is Currency. I believe the purpose of one’s brands isn’t to make profit. It’s to impact lives. To change lives in meaningful ways. and that’s what I want SIIC and Art Is Currency to do.
You have been very active and now you have forged a partnership with The Hive, how did that come about and how does the partnership work?
The Hive did an open call for young people with business/ideas. And I was among the 18 businesses that were funded. How it works. The Hive in partnership with J&B funds Art Is Currency and gives me mentorship with regards to learning how to manage and grow the business aspect of my brand.

Now tell us about your upcoming art is currency exhibition, how and why you have collaborated with David Tshabalala and Styla Gang?
David and StylaGang are among the people who I’ve always wanted to collaborate with. A collaboration between StylaGang and SIIC is something Mpho and I have been planning for sometime.It was just a case of timing and the right concept. As well as with David; Both StylaGang and David understand the importance of collaborations and the impact they have to our creative industry. And even though they are males. They also understand the importance of promoting breast cancer awareness amongst young people.
We really wanted to bring the education through ways that young people could relate to. Alternative jewellery, graphic design and street style fashion coming together for the first time. To promote breast cancer awareness. This is by far my favourite collaboration.
And finally what quote do you live by?
‘Greater is he that is in me than he that is in the world ‘ 1 John 4:4
If you are in Johannesburg on the 6th of February, be sure to check her work out.
yolanda
February 10, 2016 at 12:32 pm
I absolutely have so much faith in you beautiful intelligent young lady. I love how you understand life and you’ve found a gap and filled it with your creativity.