It's safe to say that lockdown provided a lot of free time for many people, and because of this, many new hobbies turned into businesses, and it's no different for Arya Rabbipal, founder of Cotton Woods.
At only 23 years old, whilst studying her Masters in Neuropsychology (!!), Arya has created this beautiful handmade and sustainable brand into the success it is today.
Let's find out more about her journey...
What sparked the idea of Cotton Woods and what does the name mean for you?
I initially started my business under the name “Simply Macramé”. However, after a few months of operating under this name, I wanted to expand into other products that weren’t just macramé such as crochet, weaving and wood-work pieces. “Cotton Woods” had no limitation as to what products I could specialise in. In addition, “Cotton Woods” just felt right since the two main materials we use are recycled cotton and wood-work pieces (i.e., a wall hanging is made from recycled cotton and a wooden dowel). It perfectly reflected that earthy, natural and minimalistic feel that I try to bring across in my products, branding and photographs. “Cotton Woods” also, in my opinion, reflected a commitment to our main value of sustainability. By having these natural materials right in our name, it was a constant reminder to stay true to the earth.
Along with your business, you are busy doing your Masters in Neuropsychology. How do you manage to balance both?
With many mental breakdowns and a lot of burnout haha! It is really is so incredibly difficult to simultaneously manage and grow a business and study such a challenging degree full-time. I completely under-estimated how difficult it will be, but it really is worth every minute. I try my best to section days off in the week where I focus only on university work or only on business work – I have found that really helps me to balance both. But I would definitely be lying if I say it’s easy to resist the urge the quickly reply to that customers email or ship this order on university days or even reply to my lecturer’s email on business days. It’s really challenging, but I am learning all the time how to better manage the two. I recently found that planning in advance really really helps! I plan my Instagram posts a month in advance so when I need to post – the picture, caption and hashtags are ready to go. I am lucky that when I get mentally fatigued from sitting and reading research papers all day, I have this outlet of creativity. So, my business work ends up helping me cope with my university work and vice versa. It’s a great balance!
Where do you find your inspiration for your pieces?
When one thinks of ‘What inspires your piece?’, it often means ‘What do you want your piece to resemble?”. But to me, it is about a feeling. To me – it is, “What feeling do I want my pieces to bring forth?”. For that reason, all of the inspiration for my pieces come from nature, particularly the simple, natural and light-feel that nature has. I want all my pieces to feel refreshing and beautiful to the eye. I love to use natural tones, wooden beads or wooden ascents to really bring out that natural feel.
How important is being sustainable for you and how does Cotton Woods go about this practice?
Cotton Woods is built on the entire notion of sustainability. It is the root of almost all my business decisions. I feel so passionately about being kind to the earth. For that reason, we do not use unnecessary extras that yes, may look more aesthetically pleasing. But to me, if the cost of ‘aesthetically pleasing’ harms the earth – it is completely not worth it. That is why we do not use custom branded tissue paper (we do not use tissue paper at all for that matter), cardboard boxes, unnecessary extra labels or cards. We simply package our orders in brown recyclable paper, with a thank you note and a logo label (with the occasional recycled bubble wrap for very fragile pieces). That is all – simplistic for the sake of the earth. As this business grows, we hope to expand into even more sustainable practices, such as plastic-free shipping bags and labels/thank you cards made with growing paper (biodegradable paper than contains seedlings).
How can consumers make more ethical and sustainable choices?
I think that every small step makes a massive impact. If one person made a small effort to use less plastic bags, it would make a small difference. But if hundreds and thousands of people made that small effort to use less plastic bags, it would make a massive impact. That is my philosophy! Small efforts in the right direction make a big difference. Just simply using your own shopping bags, not using a straw, walking instead of driving short distances, bringing a reusable cup to a coffee shop or cutting out meat from your diet. There are so many small practices you can incorporate into your life that will make a difference. Also, people lead by example. It’s highly likely that your sister, boyfriend, or parent will begin those same eco-friendly practices once you do so! THAT is how a difference is made.
Which platforms do you use to market your business?
I have business pages on both Facebook and Instagram, however I am most active on Instagram. I also have an online website that I use to market my products and receive orders.
Would you say social media has helped Cotton Woods with its growth? If so, how?
Social media is the reason for the success of Cotton Woods today. I have received almost all of my sales from advertising on Instagram and Facebook. I have not needed to sell in person, such as at a market at all, because social media has brought in all my sales. The only other stream of sales, other than social media, would be word of mouth and customers contacting me through friends or family.
What’s your biggest tip for someone who is wanting to start their own business?
My biggest tip for somebody who is starting their own business would be to focus on yourself, your business and your audience (customers). When I started off, I spent a lot of time focusing and comparing myself to competitors, which just drained energy that I could have spent growing my business, developing new product ideas and engaging with customers. I compared myself a lot because I had no idea how to start and grow a business, I thought that the way competitors were doing it was the “right” way and I should follow suit if I wanted success. I was so wrong. I unfollowed most of the other macramé businesses that I constantly compared myself to and once I did that, it changed everything! I found my own unique voice in my business, operated the way I wanted to instead of the way I thought I should to bring success, I was able to truly stand out amongst competitors because I wasn’t trying to do everything the same as them. I wish somebody had told me this when I started off!
Where can one find Cotton Woods?
Website: www.cottonwoodsdecor.co.za
Instagram: @cottonwoods_sa
Facebook: Cotton Woods SA
You can also contact us at:
Email: cottonwoods.decor@gmail.com
Whatsapp: 072 266 1852
