From private equity to cobbler
Frances Edwards is the CEO and creative director at House of Cinnamon, an Afro-European accessories company
What do you do at work each day?
I start the day by going through my to-do list and attempt to tick off as many items as possible. I answer urgent e-mails, check on the status of current and new orders, discuss admin/action items with my team, liaise with my cobbler, attempt to spend some time on social media and reading up on relevant articles on anything new in the digital world. What drew you to this industry?
I worked in the finance industry for 10 years, living and working in London and Zurich. After three years in Europe, I decided to go backpacking across Southeast Asia and Australia with the idea of possibly living and working there. This was a wonderful soulsearching experience, but I really missed Africa and moved to Johannesburg. I was working in private equity and started designing my own shoes as a hobby. At the time, I found it difficult to find a good quality pair of flats at a reasonable price. And I did not want to support cheaper imports that last only a few months. I soon started making shoes for friends and so quit my job to launch what was then Cinnamon Shoes.
Tell me about your journey as an entrepreneur.
It has been such an interesting journey. When I finished my studies, I lived in and loved the corporate world for 10 years and planned to stay there for all the logical reasons of security and stability. Handcrafted flat shoes became my passion project and led to the total career turnabout, which enabled me to express my creative self and reinvent my life. Of course, I do have days where I miss my regular salary and the predictability of a corporate job.
What do you find difficult about running a business?
The responsibility, the stress, the worrying, the necessary evil of social media and its always-on pressure. When you run your own business, it doesn’t matter what day of the week it is constantly on your mind.
What are the freshest shoe trends for summer?
Sandals, of course. The classic sandal style will always be on trend. Barely-there straps, the toe ring and leather slide are key. Classic neutrals in black and tan are staples but snake print and metallics add a twist. Another style that we love for the summer season is the slingback; it’s elegant and timeless and perfect for the office or for evenings out. We have also just launched the Monica flat, named after my mother, which is the perfect pointed flat for the summer.
What is it about your job that gets you out of bed each day?
The freedom to create. The freedom to be my own boss. The freedom not to have to clock in and out of a huge corporate. The freedom to dream a vision and to make it a reality, the freedom to spend time with my children. I adore the opportunities that I get to work with so many talented artisans who are so passionate.