Mfaladi defies gender stereotypes in male-dominated industry

The bubbly Iran Mfaladi already had a knack for selling when she was a little girl. Every day after school when her homework and house chores were done, she helped out at her grandmother’s tuck shop in Woodhall 2, Lobatse.

It was during those formative years that her business acumen was chiseled. Fast forward almost two decades later, and the 29 year old is the proud owner of Dazzle Brandings, also in Lobatse.

Having grown up in a township, she could have languished in oblivion and accepted an ordinary common life, but Mfaladi had the zest and tenacity to aim for higher ground. 

She sings praises for her late grandmother who instilled a love of business within her. “My grandmother was a hard working and business minded person who believed in being self employed. Sometimes she allowed me to take stock from the tuck shop to go and sell at school.” 

By the time Mfaladi completed her Form Five at Lobatse Secondary School (Lobsec) in 2005, she knew that business was her calling; she appreciated the freedom and challenge that came with making your own money at your own pace.

Mfaladi set off for Monash University in South Africa, where she pursued a Bachelor of Business Science with a double major in Economics and Marketing. “I decided to study business to immerse myself in knowledge that would take me to the next level of creating employment for other youth. A degree in business is also applicable just about anywhere since the exchange of goods happens in every corner of the globe,” she explains.

While at varsity Mfaladi worked with many people who had their own businesses, selling for them and gaining a commission. In 2011 she registered her own company which was incorporated with CIPA. Mfaladi points out that starting a business is not easy pie and that is why many fail before they even break even. “Start-ups need substantial amounts of money to cover costs.

When starting from scratch there are many things that need to be developed which require money, like getting trading licenses. It is funny that we start businesses with the aim of making loads of money, but you can’t make money unless you have money to fund the business from the beginning.”

Mfaladi set herself small goals she knew were easy to achieve as she had to build confidence in herself and her business. “Whenever you're establishing any kind of goal, it's important to make sure you start from where you presently are and gradually grow,” she says.  

She used funds from her savings to market her services and outsourced machinery. Whenever she received orders she would loan cash from her mother. But as time went on, she realized that she could not build a thriving business from a hand-to-mouth existence. She put together a business proposal and approached the Ministry of Youth, Sports and Culture for funding under the Youth Development Fund. Her proposal was approved in 2013 and she bought machinery, acquired office space and employed five people.

Her company offers printing (from flyers to digital printing and embroidery etc) and branding services. “We transform our clients’ idea into a finished piece. We work with our clients every step of the way in the most timely and cost-efficient manner,” she explains, to emphasis the importance of customer care.

Mfaladi admits that there have been times when skeptics doubted her business ability because she is a woman. “The industry I have ventured into is usually considered male domain but I couldn't let my passion for printing die just because of gender stereotypes.

I once thought that I should adopt the stereotypically ‘male attitude’ toward business but realized that it was better to remain true to myself and rise above preconceived expectations.”

It is often said that all work and no play makes Jill dull, so when she is not working, Mfaladi often takes time off to unwind by socializing or travelling.