PHOTOS: Adriaan Oosthuizen | PRODUCTION: Tina-Marie Malherbe | WORDS: Mirelle Leyden
Cape Town-based graphic designer Elsje van der Merwe has succeeded in doing what few are brave enough to attempt: turning her hobby into her day job.
Not one centimetre remains visible on the accent walls of Elsje’s studio. They’re covered from floor to ceiling in an array of designer invitations for celebratory events, each one demanding individual attention. Some are elegant, others are minimalist and ultramodern, yet they all have one thing in common: they’re different.
“We strive to think outside the box,” Elsje says. “People often have a certain idea of what an invitation should look like but we try to break this preconceived mould by using alternative materials, such as plastic or cloth, and experimenting with different designs and production processes, such as die-cutting.”
By specialising in wedding invitations and gifts, Elsje is able to fuse her passion for decor and styling with the art of creating what she refers to as “wedding stationery”.
“We take on the responsibility of creating every piece that has writing on it – from the invitations and the pamphlets at the ceremony, to the menus on the tables and the accompanying gifts for guests. It’s therefore important that the stationery complements the decor and overall aesthetic appeal of the wedding,” she elaborates.
Starting with herself as the only employee four years ago, her company has grown faster than she ever thought possible and now consists of six staff.
“Although we’ve grown tremendously, I’m still involved in every bit of the creative process. My creativity is something that comes naturally. My business skills, on the other hand, are something I constantly need to work at, which is why it was great to be able to put together a team that balances out each other’s strengths. This way, we can all do what we’re best at and get better at it.”
Elsje Designs: 021 976 7111, 083 253 5556, www.elsje.co.za
