Entrepreneur Success Story
Weaving a Sustainable Success Story: The Inspiring Journey of Mia Mélange
Imagine a brand that seamlessly blends South African heritage with modern design, all while empowering local communities and prioritising the environment. That’s the essence of Mia Mélange, a proudly South African company that handcrafts home décor and lifestyle products using 100% locally sourced cotton rope.
Mia Mélange was founded by Mia Danieli in 2014 and then bought over by Jeanneke Malan in 2017. Jeanneke is passionate about creating opportunities and has grown a team of talented artisans. They are ethically compensated and equipped with valuable skills, fostering independence and the ability to support their families.
Their products have found a home in design shops across South Africa and even grace exclusive stores worldwide. From lodges in Rwanda to homes in Australia, Mia Mélange’s handcrafted pieces add a touch of South African artistry to spaces around the globe.
We caught up with Jeanneke Malan to take a look at Mia Mélange’s journey, her vision for the business, and its impressive export success.
What inspired the creation of Mia Mélange?
We actually bought Mia Mélange. We buy small businesses – it’s something my husband and I do together. We saw Mia Mélange advertised on Gumtree at the end of 2017.
There were a few things that really caught our eye. Firstly, my background is in architecture and urban design. I’m naturally creative and love working with my hands, so the handcrafted aspect of Mia Mélange was very appealing. Secondly, I’m passionate about supporting small businesses in South Africa. They’re the backbone of our economy and create much-needed jobs. Any business with the potential to create employment immediately grabs my attention.
Finally, the export potential was a major draw. During my master’s thesis in urban design, I noticed a heavy reliance on imported goods, especially in Stellenbosch. I saw an opportunity to flip that script – to produce these items locally and then export them, bringing valuable foreign currency back to South Africa. All these factors combined made Mia Mélange a good proposition.
What were some of the hurdles you faced in growing Mia Mélange as a brand in South Africa? How did you overcome these challenges?
Growing Mia Mélange has been incredibly rewarding. Since taking over, we’ve managed to multiply our monthly turnover by 12 and expand our team from just 2 employees to 20!
Honestly, there haven’t been any major hurdles. Sure, admin tasks and dealing with SARS can be a bit of a headache, but we’ve always found solutions for those challenges. For example, applying for a new import/export code for Mia Mélange was initially an arduous process until we partnered with Trade Logistics for assistance.
Mia Mélange is a prime example of a thriving export business. How did you identify the demand for your products in international markets?
We focused on identifying niche customers who shared our values – appreciation for our artisans, fair wages, and promoting good working conditions. It resonated with a lot of people, especially those interested in the story behind Mia Mélange and our team. Many of our artisans are single moms who’ve been empowered through their craft, which adds a special touch to our products.
We do export globally, but the US has definitely become our biggest market. We exhibit at 2-4 trade shows there annually, and the lack of a language barrier is a big advantage.
You won the AGOA 2022 Exporter of the Year Award. How did you find out about the benefits of the trade agreements available to South African exporters and how has it impacted Mia Mélange’s export journey?
When I first took over Mia Mélange, a small group of South African brands were invited to go overseas for an export training program. Wren Design and Skinny laMinx were among the participants, and they also offered a lot of advice and support based on their own experiences.
Apart from the AGOA trade agreement, we also utilitise the SADC and the SADC-EU EPA trade agreements. These agreements make it significantly easier for overseas buyers to purchase our products by reducing import taxes. We also leverage the de minimis value (a value threshold below which imported goods are exempt from customs duties and/or taxes) for our online store, which means our customers don’t have to pay duties or taxes on smaller purchases.
What advice do you have for new importers and exporters?
Use you guys! For anyone starting with importing and exporting, my top piece of advice is to enlist the help of a professional customs consultant. As a creative person, I do not want to continuously struggle with customs admin.
Secondly, don’t be afraid to reach out to other small businesses that are already exporting. Most people are happy to share their knowledge, especially if it contributes to the greater good of growing our economy and creating jobs.
Finally, attending trade shows has been very helpful for Mia Mélange. It’s a fantastic way to connect with international buyers and build relationships.
At the end of the day, don’t be afraid to ask for help!
Have a question?
Get in touch
Find more help with your import logistics, original resources, leading-edge training, and assistance with customs licenses on Trade Logistics.
