My career has never followed a straight line. It has moved through photography, media, entrepreneurship, product development and art — but beneath each chapter has been the same instinct: to look closely, connect what might otherwise seem unrelated, and imagine what could be.
For more than two decades, that way of seeing has taken different forms. Sometimes through an image. Sometimes through a brand, a product or a business. And increasingly, through paint, clay and the slower practice of making.
The mediums have changed. The curiosity has remained.
Photography was my first professional language.
For more than a decade, I worked internationally as a lifestyle photographer, photographing people, places and stories around the world. The work taught me to observe — to notice light, relationships, composition and the small details that can change how something is experienced.
But perhaps more importantly, photography taught me that seeing is rarely passive. Where you place your attention changes what becomes visible.
That instinct has followed me into everything that came after.
Photography naturally expanded into storytelling, publishing and eventually entrepreneurship.
I co-founded The Pretty Blog, which grew into one of South Africa’s leading lifestyle platforms. What began with images became an exploration of something larger: how visual language, content, community and technology could come together to create an experience people wanted to return to.
It was the beginning of a shift from creating within an existing frame to becoming interested in the frame itself — how ideas are shaped, positioned and brought into the world.
That curiosity eventually led deeper into entrepreneurship.
As co-founder of The Local Edit, I helped build a pioneering South African e-commerce platform from the ground up — working across brand, product, technology, customer experience and the countless decisions required to turn an idea into a functioning business.
Building companies taught me a different kind of creativity. It required moving constantly between the big picture and the smallest detail: understanding where something was going while remaining willing to question how we might get there.
Over time, I realised that this was one of the places I felt most useful — somewhere between vision and execution, helping connect the dots between an idea and what it could become.
That experience now informs the way I work alongside founders, creative entrepreneurs and teams.
I’m most drawn to moments when something promising exists but has not yet found its clearest form — a new venture, an evolving product, a brand at a turning point, or an idea that needs another point of view.
My role shifts according to what the work requires. Sometimes it is strategic clarity. Sometimes product thinking, brand architecture or creative direction. Often, it is simply seeing the pattern within complexity and helping shape what comes next.
I work selectively and collaboratively, becoming deeply invested in the ideas and people I choose to partner with.
After years of building businesses, I chose to step away from momentum and return to making.
What began as a grounding practice became a way of giving form to how I see the world. A return to art.
During that year, I created Liberation — a year-long painting series exploring release, surrender, grace and what becomes possible when we loosen our grip on what came before.
The practice has continued to evolve through painting, ceramics and photographic works. I work intuitively, without a predetermined outcome, allowing each piece to develop through response rather than control.
In many ways, I had arrived somewhere new only to recognise something familiar.
The same instinct that had moved through photography, entrepreneurship and the building of ideas was here too: noticing what is present, responding to what emerges, and giving form to something that did not exist before.
My practice moves between art and ideas.
I create paintings, ceramics and photographic works from my studio in the Cape Winelands, while selectively partnering with founders and creative entrepreneurs to shape ideas, products and ventures.
“Different forms. The same way of seeing.”