Songezo Baleni: A diamond In The
Rough
The name Songezo Baleni may not ring a
bell to most people; he is not a new artist whose music is currently dominating
the airwaves or replaying on our cellphones. But the same name is likely to
invoke admiration in those who are familiar with it.
Baleni is three things: a jeweller, a
maverick and a DUT alumnus. Back in 2004, when he had just enrolled in the DUT
Jewellery Design course, he was just a chap from a village called eNtsikeni in
Umzimkulu, KwaZulu Natal. But he had a dream, and that was to succeed as a
jeweller, manufacturing jewellery just like the one he would see in jewellery
stores’ catalogues. Baleni was also prepared to work hard to make his mark in
the jewellery industry.
Sure enough, he is slowly fulfilling his
dream as a goldsmith, only the events are slightly different from what he had
initially imagined. He is not only known for being a talented and hardworking goldsmith,
but also for his staple design element: weaving. This is a skill he acquired while
growing up in his hometown. Baleni
admits that weaving jewellery was not his intention. “I did weaving once for a
project while I was still studying for my diploma. I decided to explore it once
more when I had just started out as an independent jeweller. I’ve never looked
back ever since,” he said.
His passion coupled with his current experience
as an independent jeweller and former experience as a manufacturer for
jewellery stores has honed his craft, seeing him progressively earning his
stripes in the jewellery industry.
With such a good profile, one may wonder
how this 27-year-old keeps such a low profile. The truth is that Baleni is quite
content with his mediocre status. “Just blend in”: that’s his mantra. But if
talent is anything to go by, remaining inconspicuous might just prove futile
for him.
Just last year (2012) December, Baleni
broke a new record for the DUT Department of Jewellery Design obtaining 100
percent for the portfolio component of his Bachelor of Technology (BTech)
degree. This outstanding performance also saw him winning R40 000 just recently
(February 2013), as part of the sought after Emma Smith Art Scholarship Award which
is awarded annually to an exceptional student in the Faculty of Arts and Design.
Although Baleni is not yet calling it
the ultimate success, he is excited about these accomplishments. He is also careful
not to take too much credit as many individuals have played an instrumental
role in getting him thus far. One such individual is his former third year lecturer,
Marlene De Beer.
Soon after he had completed his third
year in 2006, Baleni was hired by Durban jewellery store Sinesh Jewellers in
February 2007. A year later, Baleni found employment at Steiner Schwartz
Jewellery in Pietermaritzburg where he also worked for a year before returning
to work as a manufacturer at Brettlands Jewellers, Durban in March 2009. Sadly,
due to the economic meltdown in that era, Baleni was retrenched from Brettlands
Jewellers in February 2010.
“After I was retrenched, I decided to go
back to Tech (DUT City Campus). I was hoping to find some kind of direction,” Baleni
said. It was at this low point when De Beer, who knew Baleni’s potential,
advised him to pursue his BTech qualification. Baleni relented amid slight
hesitation and studied his BTech part-time over two years, 2011 and 2012. In
retrospect, he feels indebted to his former lecturer.
But for De Beer, advising Baleni came
naturally as he is more than just a former student but a friend for which she
has the utmost “respect”. She said he has a wonderful sense of humour. He is
also helpful, optimistic and authentic. In addition, De Beer said “Songezo is hardworking
and conscientious.” As a student, he showed initiative by always endeavouring
to learn more than what was required, a trait De Beer believes many students
can emulate. “(He) is a very competent goldsmith that can hold his own in any
environment,” she attested.
Wishing to propel him in his career, De
Beer also introduced Baleni to Veronica Anderson, the owner of Johannesburg
jewellery gallery Veronica Anderson Jewellery, in 2010. Seeing some of Baleni’s
work, Anderson jumped at the chance to forge a relationship with this jeweller.
Their bond has been strong ever since.
Baleni admits that although he supplies
other galleries, his business relationship with Anderson has been of immense
benefit. The gallery specialises in one-offs, which means that all items sold are
unique in design, colour, etc. Baleni said this is challenging but it
stimulates his creativity. The promotional work done by the gallery has not
only given Baleni recognition but it has also aided him in accumulating a
clientele, discovering his target market as well as in acquiring some business
acumen.
“I used to think just sending my
jewellery to Veronica’s gallery and leaving everything else to work itself out
was enough. But one day, Veronica asked me to be present at one of the gallery’s
exhibitions; she told me clients would be more interested in my jewellery if
they could see the face behind the jewellery. It actually worked,” Baleni
thought back.
It also amused him how inaccurate he
used to be when he thought his target market was young females. An
advertisement in the September 2011 issue of Destiny magazine gave him
perspective. As part of a promotional advert for a famous car brand, Destiny approached
three women, showing which of the advertising brand’s cars were suitable for each
of the women’s lifestyles and fashion preferences. Seeing that his jewellery
was listed among a 40-year-old woman’s fashion preferences, Baleni discovered
his actual target market.
Now as he forges ahead in his career,
Baleni looks to no one but his mother for motivation. Being raised by this
single parent was an awe-inspiring experience. “She raised me and my two siblings
as well as my cousins,” he said. Her unwavering support is simply sufficient
for Baleni. Although he does not say it, the warm expression on his face when
he speaks about his mother shows how close Baleni is to his mother. His
referral to his mother as Kayise, a word
commonly used in the Umzimkulu area to indicate a kindred spirit or friendship
among people, is another giveaway.
So what’s in the pipeline for this
goldsmith? Well, launching an official business, strengthening ties with local
galleries and supplying galleries abroad. He would also love to collaborate
with fashion designers and dress celebrities.
-
Naledi Hlefane
A
Few Facts About Songezo Baleni:
- He was born on 10 April 1985.
- He was always fascinated by the arts. When it came to his career choice in grade 12, he knew he would enroll for either Jewellery Design or Fine Arts at DUT.
- He draws his inspiration from well renowned jewellers. He sees their work and personalises it. Some of his muses are Van Cleef and Arpels, Damiani and Christian Dior.
- He is a part time lecturer at DUT’s Jewellery Design Department.
- After a while, weaving causes blisters and therefore the manufacturing process takes time. Depending on the design, weaving jewellery can take Baleni from two days to two weeks. He says it is a gratifying experience to see something that starts off as a sketch idea manufactured into a piece of jewellery.
- For his material, Baleni uses silver, yellow gold, white gold (18 carets) and platinum. His jewellery prices range from R350 to R40 000 (inclusive of profit for galleries).
- Although his main target market is women (over the age of 35 who are in the working class), Baleni also caters for males. To show off his male jewellery, the goldsmith wore a hand-made ring on the cover of The Edge magazine.
Memorable
Moments for Baleni:
December
2010: Baleni’s pair of earrings is worn by
radio and TV personality Anele Mdoda on the cover of Top Billing magazine.
September
2011: A bracelet crafted by Baleni features
in a promotional advert in Destiny magazine.
October
2011: Songezo Baleni received a merit award
at the 2011 PlatAfrica Awards.
May
2012: The Times newspaper profiles Baleni as a
local designer to note.
November
2012: Sunday Sun newspaper calls Songezo
Baleni a precious gem stone in an article published about him.
November
2012: Baleni’s talent catches the attention
of yet another magazine title, the Business Day.
December
2012: Independent broadcasting corporation,
e.tv features news about Baleni who scored 100 percent for the portfolio
component of his BTech on the channel’s prime time news.
February
2013: Baleni receives the DUT Emma Smith Art
Scholarship Award for 2012, the prize money of which is valued at R40 000.
