When Athlone resident Abigail Florence saw a business opportunity in the interior decorating market, she took the bold step to leave her fulltime job and chase the big dream of owning her own business.

She combined her experience in interior decorating with her passion for needlecraft and soft furnishings to start Elves at Work.  The company uses a network of experienced Cape Flats-based seamstresses to manufacture the soft furnishings that are used to bring interior designs to life.

Since its start as a part-time business three years ago, Elves at Work is now Abigail's fulltime occupation and has even expanded into a training facility that develops skills in the crafts of sewing, crochet and needlework.

"The expansion of our services not only provides an additional income stream for the business, but also helps foster new hobbies and work opportunities for people," says Abigail.  "Needlecraft is a dying art, but our training workshops are helping to revive it."

Getting the business to this point hasn't been an easy task and Abigail has had to make some sacrifices, not least of which was leaving her fulltime job.  "I decided that this is what I wanted to do and that now was the time to do it.

"My family has always been 110 percent behind me, supporting me in everything I've done.  I've had an amazing support structure, without that it would have been much harder."

Abigail also enjoyed the support and motivation of the Raymond Ackerman Academy of Entrepreneurial Development (RAA), where she had enrolled to learn more about running her own business.

It was while completing the RAA's six-month course that she reached her big decision.
                                                                                                                                                                               "When I saw an advertisement for the RAA, I was at the point where I needed something to take my business to the next level.  I needed more information and the academy provided that and more.  The legacy that surrounds Mr Ackerman was a huge draw-card for me to approach them.  In addition, the programme structure was appealing and what was being offered made it a no-brainer to apply."

She says her time at the RAA solidified her career choice and taught her to focus.

"Mr Ackerman often says that being an entrepreneur takes 90 percent guts and 10 percent money," she says.  "That's why you have to focus.  Where your energy flows, things grow, so focus on where you want the growth to happen."

To other entrepreneurs, Abigail says, "Dream, dream, dream.  Have big dreams, keep yourself educated; know your industry and have fun building your business."

The Raymond Ackerman Academy of Entrepreneurial Development offers the knowledge critical to building a successful career as an entrepreneur.  The RAA was established in 2005 to help young people who face financial, social and academic challenges to find personal growth opportunities through entrepreneurial training, thereby gaining opportunities for further education and employment opportunities.

The RAA is a tertiary-level academy that offers an innovative six-month full-time programme in entrepreneurial development.  It is based at the University of Cape Town's Graduate School of Business.  To date, more than 300 successful candidates have passed through the academy, many of whom - like Abigail - have started their own sustainable businesses or gone on to find gainful employment.

Entrepreneurs who would like to follow in Abigail's footsteps can contact the RAA on (021) 406 1422, or visit www.ackermanacademy.co.za for more information.

Issued by: Brehndan Botha (Raymond Ackerman Academy of Entrepreneurial Development)
Contact: 082 770 7329

For further information : Abigail Florence, Elves at Work, cell:  079 036 4346
Read More on Abigail Here.  

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Page information provided, courtesy of the city's Economic Development Department and the Raymond Ackerman Academy.

Created: 9 November 2011