The Female Founder Effect with Rina Chunga Kutama

Female Founder Name: Rina Chunga Kutama

Business Name: Rich Creative Factory

Industry: Creative Entrepreneur

Instagram Handle: @richfactory @rinakutama

What inspired you to start your business?

I started my business while I was still in tertiary. I needed to make extra money to help me with my school and living expenses, so I began making Matric Farewell dresses. When I finished school, I applied for jobs repeatedly and got nothing, I didn't have a choice but to build my business and it is definitely something that happened for me in a divine way.

When did you start?

I started in my bedroom in my parents’ home in Polokwane, Limpopo during my gap year in 2007.

Why this specific industry?

I actually wanted to study animation but the characters I used to draw were very fashion-based. I had to pick something so I chose fashion design, I had been drawing fashion figures since I was a small child so it just flowed naturally.

What obstacles did you face starting up, and how did you overcome them?

I didn't have much business experience so I ignored some of the big things like registering my business, a business account, the admin and books. I didn't know anything about business plans or strategy, so I was just floating. I was living hand-to-mouth so deposits for clients’ clothing would sometimes be used to buy food and pay rent instead of fabric and I would find myself delivering late or substandard clothing because I had either used the money elsewhere or undercharged due to lack of confidence in pricing and being afraid to lose a client because of price... I could go on and on, I had a lot of obstacles but I learned with time and I listened to a lot of educational TEDTalks and such, which gave me insight into expanding my business and way of thinking.

What's the most valuable lesson you've learned since starting your business?

To get clear on your unique vision and stick to it despite what everyone else is doing and despite what your fears might try to stop you from achieving. To really trust myself, my gut, my vision and purpose and, lastly, to set goals so that when you reach those milestones, you can see them; so often we are racing so much we don't see ourselves hit milestones and so, we feel stagnant and for a high achiever, this is very discouraging.

Why work for yourself when there's stability in working for others?

I enjoy the freedom that comes with being my own boss. I believe very highly in myself and I am certain that I would not let myself down so for me, stability is found in my own hands. Working for myself means I am more directly in control of how I share my purpose with the world and that's important to me. Working for myself also allows me to own my time. Travel, freedom, rest, play and self-expression are very important to me, so being an entrepreneur allows me to do this. PS, I am very clear on the difference between being an entrepreneur and being self-employed. I am definitely passed the self-employed faze and proudly knocking on the door of being a full-blown entrepreneur.

What is the one characteristic that you possess that has helped make you so successful? 

Just one... I would say my self-awareness. My ability to see myself and my hyper vigilance means I am able to be aware of when I am doing well, giving my best and when I am not, and that has allowed me to see opportunity and encourage myself when I need it to achieve more of the goals I have for myself and my businesses.

What's your guiding business philosophy?

Stay in your lane. Don't get distracted by what other people are doing. Your vision is unique, even if the industry is saturated; your point of view, your ideas, your life experiences, all those things are unique and when you try to do what the person next to you is doing, you lose this magic. So not only do you not share with the world the vision you've been tasked to bring to life, you give a half-baked version of someone else's idea of the way of doing things and it doesn't compare to their work. Stay in your lane. Focus on yourself and what you have to offer.

At what moment did this venture become real for you?

In 2016, I had a big 2 years and was doing business from my sitting room - dressing celebrities on international red carpets yet still operating from my sitting room. One day in early September, I decided I needed to let myself grow and got myself a store space. I knew I was legit when I had a store with my name on it.

What is the most challenging part about being an entrepreneur?

The biggest challenge I found personally was towards my health. I really enjoy working and wouldn't stop. I burnt out and was also diagnosed with an autoimmune disease, I had to recover from adrenal fatigue, anxiety, stress-induced hair loss and lupus. The addiction to work and achieving was a big challenge for me.

What makes it all worth it?

The freedom to be myself at all times; whether it's in how I create or my voice in public or on social media, the only person I have to answer to is myself. If I decide that I want to go work from the park down the road or a beach in a foreign country, then the only person to say otherwise is me. The freedom to make my own decisions at all times.

What advice do you have for someone just starting out?

To get clear on what your limiting beliefs are, what your fears are and the story you constantly tell yourself to keep yourself from trying. That way, when negativity creeps up you can catch it quickly and move it aside.

How do you define success?

Success for me would be financial freedom and the ability to see joy in my everyday life, to indulge in the beauty that the world has to offer, whether in my own home or on a plate a food. To exist authentically and get paid to play, create and be me

What did you do differently from the rest of us?

I allow myself to be with no limits and judgement. I think the world judges us enough without us judging ourselves, I gave myself the room to explore all parts of myself and gave them the opportunity to express themselves.

What do you believe is the female founder effect?

I believe women are daring and brilliant, women are powerful in the feminine nature, women are creators and portals which the divine works through and when we give ourselves space to trust ourselves, we create wonderful business and we create with heart and compassion. This is what sets a female-led business aside from a male-led enterprise.

What do you believe is the most impactful and immediate action society needs to move closer to Generation Equality goals?

I'm not certain on society now, but I do think that we can make an incredible impact on the next generation by the way we speak to girls. Let's stop only complimenting young women on their looks. Let's call them funny! Let's let them be the glance clown. Let's encourage them to be brave and to run and climb, let's encourage them to explore and use their voices to assert themselves, let's compliment them on how smart they are and speak of their brilliance and say, ‘Wow! You're going to be a powerful businesswoman/lawyer/model/athlete’ etc. Let's not grow another generation of women who are taught that the most impactful way through the world is through our looks. I don't think the world will change for us and make room for us, we need to create young women who are self-empowered enough to come in with the emotional and mental awareness that they are equal.

Which woman has positively impacted you in your career/business? And what is the one lesson she taught you?

My mother and my sister have been impactful to me. My mom in her perseverance and “I can do anything” attitude and her exploring all her talents. My sister has always encouraged me and motivated me to build my business, she invested in some fabric right at the beginning of my sewing days and I made skirts which brought a lot of attention to my business and helped me see that I had something to offer as a ready-wear designer.

What is your superpower?

Authenticity, self-awareness and vulnerability.

What centres you?

Spirit. Love. Joy. Connection.

What is your next adventure?

I no longer call myself a fashion designer, I have expanded into all avenues of being a creative wellness entrepreneur. I am currently studying tantra and working towards being a life coach. I am relaunching my creative workshops business, Umfwa, which creates a space for POC to heal and expand through joy. I'm just having fun really.