Interview with Morne Christian Smith, M.Christian Smith Design & Interiors founder

Please introduce yourself and your educational background?
My name is Morne Christian Smith. I am an Interior Designer. I studied a two year Higher Diploma in Interior Design at Design Time School of Interior Design. I further completed a Business Management Diploma and a Project Management Diploma at Varsity College in Cape Town.

What is your business all about and what inspired it?
My main focus is residential interior design, but more recently I have started focusing more on commercial and exhibition design projects. I have always been fascinated with the designed world, from clothing design to interesting buildings and aesthetically as well as functionally pleasing spaces and objects. I therefore knew that I had to be involved in something that I could contribute to how others would experience my designs in a similar way.

What were you doing before launching your business?
My journey started after leaving school. I first started studying Marine Biology at what was then UPE in 1995. I soon found out this was more an appreciation for nature than making it my career. Not knowing what I wanted to do with the rest of my life, I then got involved in the fitness industry and have been for the last 13 years. Even though I had a very fulfilling time helping others achieve their lifestyle goals, I still had a feeling that I was still not doing enough. I got the opportunity to work in clothing design in 2000. A friend at the time needed an assistant and I got the job. I spent the next 3 years working in design and buying at Foschini, which gave me an incredible foundation to work from. I wanted to work for myself, but the clothing industry was not doing that well at the time and a friend suggested that I explore interior design. I then went on to study interior design during which I started my company.

How did you know there is a market for your business?
Living in a city like Cape Town and in an expanding country like South Africa, I knew that there would certainly be a market for what I wanted to do.

What planning did you engage before launching?
I was in the unfortunate or maybe fortunate position of getting my first project while I was in my final year of studies. It was the development of an Open Learning Centre for a College group in the Western Cape. It was a very interesting project and there was no way that I could not take it on. I was thrown into the deep end a bit and had to start immediately with the project. So had very little time to get systems into place and do proper research as to how I wanted to create my company and the direction that I wanted to follow. This was probably the best way to learn for me at the time and discover a lot by trial and error.

How many people do you employ?
I had a team of 3 employees up until 2008. I made the decision to study Architecture in 2009 and with this had to downscale the way I approached new work. I currently still work in interior design projects while I’m studying, but have learned to do more in less time.

Are there any major challenges that you had to overcome before launching your business?
The biggest challenge for me during launching my business was how to approach the business side of things. Very few design school include business management in their curriculum and for any creative person this is usually a last priority.

Is your business affiliated to any professional trade body?
I am currently registered with the Cape Institute of Architecture and am in the process of becoming a member of The SA Institute of the Interior Design Professions

Social media is the current buzz word, do you use it to market your business?
I have a page on Facebook and have found this to be a great way to get people to view my work.

What three industry blogs do you read to keep abreast of your sector of the market?
I don’t really read industry blogs, but visit other designer’s websites, spend a lot of time reading industry magazines and attend trade shows.

Given an opportunity to contribute content on an industry blog, would you welcome that offer?
I would certainly like to get involved in contributing. I have contributed for a magazine in the past. It was a very exciting way to inspire others.

How important is your website to the daily operations of the business and are you happy with its current state?
My website is an immediate way for potential clients to see what I am and what I’m about. They can also see some of my work without me having to show them my portfolio. I am currently in the process of updating my site and will probably spend some time on developing a new, more interactive site. I believe the internet is becoming the most important marketing tools for the future.

Within your industry, who do you idolize and given an opportunity to work with, you wouldn’t think twice?
The Iraqi born Architect Zaha Hadid is a great icon for me. She has explored so many different fields of design and her deconstructive approach to design is fascinating.

What are your current business challenges that you still have to overcome?
Currently my biggest challenge is completing my degree in Architecture which is a 6 year process. Further for me, is to incorporate my new found knowledge into each project will be an exciting approach to new projects.

What are your short and long-term business plans?
In the interior design industry there is a lot of waste and the carbon footprint of the industry is enormous. My short and long-term goals are to educate clients on a greener approach to design, but also to find industry partners that I could build relationships that will contribute to a greener future.

Please share with us your major business highlights since being in operation?
My highlights to date have been being able to work creatively everyday and in doing so contributing to other people’s daily experiences. Each project is so different, so there are new challenges, this is exciting.

In closing, how do potential clients reach your business?
All potential new clients have been word-of-mouth. It is a very tough industry to try and market directly to new clients. This is where I believe the internet will start playing a very important role.