Style Is InCalculable

This week I had the amazing opportunity to speak to the talented jewellery designer Belinda Phufo who is the brains behind the brand ‘Style Is InCalculable’, also known as SIIC. “The reason behind the name came from people always using the, slang word "sick" to describe what they thought of my rings. They'd say things such as, “aww B dude, this ring is so sick".”  And this week we get to find out more about her brand and the inspiration behind it all.

“Initially I began making jewellery just to keep me busy. This all started after I matriculated and had to take a gap year because I couldn't afford to go to varsity. I've always loved working with my hands and creating things. When I noticed that there was a demand for my products I decided to start selling them”. What started out as just a hobby to keep busy during a gap year eventually turned out to be a SIIC accessory line which would take the designer of the line Belinda Phufo on an incredible journey such as being featured on an online magazine from the UK called ‘Creative Talent’, as well as being featured in local magazines, ‘Flat Based Decoded’ and ‘StarStudded Magazine.” SIIC has also been fortunate enough to work with Black Nation Magazine on SIICs branding and marketing. Black nation further went to do a shoot which can be seen on YouTube. I will also be doing work for my friend who has recently started a magazine called ‘Silhouette- Seen from a different Light’ ”

What many people may not know is that Belinda dropped out of school, which may have not seemed like the greatest of ideas to her mother as her mother wanted her to work towards a better future through completing her education. “Especially since my mom works 2 jobs, so for her all she wants is to know that I'll have a secure future one day and not have to end up struggling as she does. And like many parents she doesn't feel that a there's a secure future in the arts.” However she went against her mother’s wishes and left school to follow her dream of becoming a jewellery designer. Even though she has dropped out of school, she wants to build her brand and she has plans on furthering her education by going back to school next year to focus solely on building her brand.

Therefore she wouldn’t change any of the decisions she took while she was starting SIIC as she believes that everything happens for a reason including all the hardships that we’re faced with all happen to shape us for anything we may come across in the future. She also doesn’t see anyone as competition as she believes that she’s her biggest competitor “I tend to be so hard on myself at times, never feeling like I'm doing enough and or like my hustle is paying off. I have to keep reminding myself that I'm making progress even if it's slow and that eventually all my hustle will pay off.”

She has, however, come to realise that the industry in which she works in does not always accommodate females especially if you’re young. “It seems as if people undermine you a lot when you're young. They have this mentality that your dream is just a pipe dream and that it's not going to take you anywhere and soon you'll realise that.” However she is not willing to give up despite how people may treat her, “They also treat you with less respect and don't take you as seriously as they would someone who’s older.”

Belinda would say her life has changed in positive and negative ways. Despite facing challenges of gender and age she has also realised that not everyone will be on your team which was one of the reasons why she has preferred to cut off some people from her life. Which may have resulted in her losing some friends, “I feel life is too short to be in relationships/friendships that don't serve you. Support is important, it’s something I value above many other things and anyone who wasn't giving me what I needed had to be cut off.”

When it comes to her line, each piece is unique in its own way and each creation tells us a different story, “I don’t sketch any of my designs before I make them. I just get ideas in my head and then get creating. I don’t allow myself to be too technical about my designs. I allow myself to interpret my feelings into my designs. Which is what I feel. Just interpretations of my feelings at that current time.”

When it comes to her personal style, she loves vintage and antiques and so she is inspired by the whole concept of being different and just expressing yourself the way you would like to. And staying true to her love of all things vintage she believes that everyone should own a Vintage denim styled jacket, “they are essential for all seasons and they're are timeless pieces. If you don't have one then you need to hit your nearest thrift store now.” And given the opportunity she would definitely raid Zaki Ibrahim and Solange Knowles closets. On the other hand when it comes to shopping she is into thrift shopping as well as shopping in her mothers and aunts closets. “I'm not big on brands. When I shop the last thing on my mind is the brand. I just buy what I think is SIIC”.

 Belinda advices anyone who wants to get into the industry to truly have a passion for what you are doing “You need to love what you do if you want to get into the industry because it's not easy. You have to be willing to step out of your comfort zone and hustle like a mad man. Because that's what it's about. Hustle!” We can only expect greater things to come from Belinda as she plans on taking SIIC global,” I see SIIC being a global brand in the next five years. Some might say I should be realistic But that's what I want and I'm going to work hard to make that happen.”

5 More seconds with Belinda

1.   What do you think of our South African Street Culture?

I think South African street fashion is amazing, I love how it's growing and becoming a culture on its own.

2.   Do you see yourself as just a brand or do you sell more than just jewellery. Do you promote a certain way of living if so what is your philosophy for life?

I always tell people that the one thing that Id want people to take away from SIIC besides the fact that it's a jewellery brand is to always be yourself.

You are Art and Art knows no boundaries. Express yourself exactly how you want to the way you want to. Hence the name "incalculable"

3.   If given the chance which other brands would you collaborate with?

There are a few brands which I'll be collaborating in the next few months, such as heavy empire (which is brand that specialises in music and fashion and event organising)

4.   Spring is around the corner, what tips do you have for spring?

My tips for spring would be the same as for every other season.
Dress for your personality and most importantly for your body.
Something looking good on someone else doesn't mean it'll have the same effect on you as well.
Most importantly, have fun with your outfits, don’t be afraid to experiment.

5.   When you aren’t working what are you doing?

In my spare time I'm usually listening to music. I love music, playing play station with my younger brother and watching my favourite sitcom 'Everybody hates Chris’

You can always catch up with Belinda by following her on twitter @S_ii_C

And you can check out her Tumblr Page

 @ styleisincalculable.tumblr.com

But you can of course always support her at the following event 

Happy Shopping Guys 

XoXo