Words: Tivania Moodley | Images: Supplied
Tie-dye clothing is no longer reserved for hippies but has become a way of artistic expression for fashion-conscious people all over the world. Shellain Dettmer turned her passion for tie-dyeing into a business and became the Tie Dye Lady, operating mainly from the Shongweni Farmers Market.
How did your business start?
I loved tie-dyeing for most of my life and started doing it for my family many years ago. In the last two years I decided to take my business to the Shongweni Farmers Market and it has taken off in leaps and bounds. My range has expanded, and I now tie-dye anything from babygrows to underpants, linen, tablecloths, wedding dresses and hoodies. I’ve also included a range of horse-riding shirts, numnahs and jodhpurs.
Why did you choose this area to do business?
The Shongweni Farmers Market is well known and is a destination venue for everyone in South Africa. The new premises are conducive to any kind of weather which guarantees our sales and it’s close enough to travel to.
How did you find your premises?
A friend recommended the market and I was fortunate to become a permanent stall holder. I also operate from my home in Ashburton, Pietermaritzburg on an appointment basis.
Why are they ideally suited to your business?
The market is flourishing and generates good traffic. It works really well for me as it’s always a hive of activity.
Who are your neighbours?
My neighbors are two very talented men. One doing canvas prints, and the other doing custom-made furniture.
How many people do you do business with each day?
I see about 20 clients per week at my home, and then on weekends at the market, I see about 100 people. On month-ends, the traffic is a lot more.
Do you have any expansion plans?
I hope to increase my wholesale side to retail shops.
Do you operate online as well?
I have an active Facebook page (@ArtOn18) and am currently building a website.
What’s your most popular item?
In winter it’s the hoodies, and in summer the girls love crop tops, dresses and bell-bottom pants. Our personalised baby items sell very well too, and the men’s boxers are a hit for Christmas.
Tie Dye Lady
079 604 8119
shellainq@gmail.com
bit.ly/2Qx64Cl
