A journey of vision opportunity.

MAKING A DIFFERENCEA Journey of Visi

AND OPPORTUNITY

By Anthea Campbell

Who knew being stuck behind a cement truck would get the creative juices flowing and a love affair with paper bag packaging would inspire the coolest products from laptop bags to wallets. In this article we chat to Wendren Setzer owner of Wren about her incredible journey.

EBL: SHARE A LITTLE ABOUT YOURSELF. Wendren Setzer (WS): I originally started in textile design and went into the design industry at first, but didn't find it challenging or inspiring.

I found it quite hard to get a job, and when I did, the job was very 9 to 5, clocking in and clocking out, and not really what I wanted to do with my life. I learnt a lot from this experience and made some great connections that I still rely on today.

My company, Wren, produces a contemporary range of hand-crafted paper lifestyle accessories. Reclaimed cement bag paper is fused with fabric for strength, and treated to become water resistant without losing it's tactile honesty. This is an innovation that has been highly successful and which has led to a range of over 100 products that combine simplicity of design with eco-friendly manufacturing methods that is now patent-pending.

EBL: WHAT MADE YOU START YOUR BUSINESS, WAS IT A LIGHT BULB MOMENT OR DID YOU SEE A GAP IN THE MARKET PLACE?

WS: It was definitely a lightbulb moment of connection. I was driving behind a cement truck and thought that the print on the cement paper bags looked cool. And then buying shoes later that day and learning how the different fabrics are bonded for strength.

Some months later, in a rather fortuitous moment, I fused this fabric to some cement packaging and took it to my sewing machine. It worked, and paper became a sewable material! This is how Wren began.

Wendren Setzer owner of Wren

EBL: HOW ENVIRONMENTALLY FRIENDLY ARE THE MATERIALS YOU USE?

WS: We consider sustainability at all times in the design and manufacturing process and use eco-friendly alternatives wherever possible.

Wren sources paper from several sources opting to reclaim paper waste first, recycle second and buy new certified paper from accredited suppliers as a last resort.

When it is possible and available we collect what is called reel-ends from packaging printing factories that are classified as “waste”. The end of a roll has paper creases that prevent it being used on a roll printer. We collect this paper and bring it to our studio where we either flat table print it or use it as is. We save this paper from being pulped and so save energy resources.

For our PPC Cement Laptop Bags and other printed packaging products we ask that misprinted bags are sent to us for use in the creation of our laptop bags or other corporate gifting. This is a form of recycling.

Our paper is sprayed with Si02 (Nano Silicon Dioxide). This is an environmentally friendly and non-toxic coating and that makes the surface hydrophobic (water resistant), oleophobic (oil resistant) and dirt resistant.

Our paper is fused to fabric to give it a unique handle and longer lifespan. This fabric comes from Zimbabwe, Italy and India. We prefer to work with 100% cotton fabrics because we are not fans of anything synthetic.

The batting we use in our sleeves contains 100% recycled fibres. This means the source is more sustainable than other battings. Wherever possible we choose the sustainable option and when there is not clear alternative, we commit and invest in research so that we might be able to find an alternative in line with the company's sustainability policy and goals. 128

EBL: DID YOU RESEARCH YOUR 'IDEA/ CONCEPT' EXTENSIVELY?

WS: No, but at the time I was doing a lot of scrolling around on the internet so I did have some general knowledge about what was in the market at the time.

EBL: I AM SURE YOU HAVE FOUND THIS TO BE AN INTERESTING JOURNEY, WITH LEARNING CURVES AND TRIUMPHS. WHAT HAVE YOU LEARNT AND WHAT IS YOUR NUMBER ONE TRIUMPH?

WS: It certainly has been an interesting journey! I've learnt that it is critical that I innovate. I try to say yes to as many opportunities as possible because you never know what doors they might open. I've also learnt that every day will be different. I try to listen to what customers want and respond to that with product development.

I love it when I can see all the people that work with me are doing better, achieving their goals and realising their dreams in a way that they could never have achieved on their own. It is very rewarding.

EBL: DID YOU GO ON A SPECIALISED COURSE TO LEARN A NEW SKILLS OR WAS IT LEARNING AS WENT ALONG?

WS: Learning as I went along the way but there was one course that was very instrumental in the growth of Wren. The CBI put together a 5 year export mentoring programme in 2014 and this programme introduced us to export, assisted with range building and resulted in significant growth for the company.

EBL: DO YOU USE LOCAL PEOPLE IN THE COMMUNITIES TO MAKE YOUR VARIOUS PRODUCTS?

WS: Yes, we have an interesting set up in the business at Wren. I never wanted to be a factory so we have a small studio where a few of us work (almost working a central hub) and then the "makers" work remotely, from their own selected premises. We do this because part of what inspires me in life is building up other people. It probably comes from the fact that everyone is a teacher in my family. So, all the ladies who work for me, and the men, they have all set up their own businesses and they

Natural Paper & Cotton Messenger Bag

supply me with our bespoke products. Our business represents around 90% of their work, and as a result, we have a trust relationship – they know I depend on them and they in turn depend on me. That is how we have built up our business, and theirs, over the years.

It is great because we have created small entrepreneurial hubs both here in South Africa and on the African continent. Our subcontractors all had the essential craft techniques we needed, we have simply helped them over time to perfect their crafts to a quality that is required for our business and the products we create. It has been a long journey to ensure we have the highest quality and standards of craftsmanship in our products.

EBL: CAN CUSTOMERS PLACE A BESPOKE ORDER? WHERE CAN CUSTOMERS BUY YOUR PRODUCTS?

WS: Yes, we work closely with customers, stockists and corporate companies to create totally unique products. We love collaborating and often work with other designers. We are also able to brand all our products with techniques such as stamping, metallic-foiling, Our full range of products can be bought from our online store:

www.thewrendesign.com

We have our studio and showroom on Main Road in Muizenberg and we also have a collaborative store The Collective at the Watershed, V&A Waterfront. We have select ranges at We are EGG in Cavendish, and Kiss Kiss / Bang Bang in Kalk Bay. For a complete list of our stockists, please visit our store location page.

EBL: DO YOU SELL INTERNATIONALLY?

WS: We have numerous stockists around the world from Japan to Australia to the USA. We also have a wonderful distributor based in Europe and this partnership has allowed Wren to grow in so many different ways. Our online store ships internationally and we love hearing feedback from customers of all nationalities and knowing that our products are not only completely unique, but on par with international standards.

Who we are and what we do: https://www.youtube.com/watch?v=5qUXCmzrJ3Q&t=7s Total Eco Challenge: https://www.youtube.com/watch?v=Zy_i27HZ0_M It's in the Bag: https://www.youtube.com/watch?v=SJpT6ZgCM4E

Social links: Instagram: https://www.instagram.com/thewrendesign/ Facebook: https://www.facebook.com/thewrendesign/