Between a rock, a vision and a hard place

A start-up precast manufacturing operation with a difference is turning out some unusual products that are proving to be surprisingly sought-after, considering that they are polar opposites of the product they mimic.

Just like its name, the newly-founded company @n.be_love is different and manufactures homeware products, especially pillows, for special occasions or as long-lasting ornaments in display cases, businesses and living spaces. So realistic are the rock-hard pillows that one would be forgiven for mistaking them for soft, downy cushions.

Precast magazine asked the founder and owner of @n.be_love, Neo Mutuma, about her unique hobby-turned-career and her love for concrete as a medium for creating works of art.

Why concrete ?

Through experiment, I’ve found that concrete is not only quite versatile, but also inexpensive. It’s been incredible fun and a new challenge to work with, but I’m now able to create a range of homeware products

with it, as can be seen on my Instagram page @n.be_love. Concrete is like a blank canvas for me!

What gave you the idea of starting a decorative concrete business?

My first step into this space was inspired by trying to replicate a small candle-holder I’d seen at a market. I felt it was unreasonably priced and there was a bag of concrete in my garage, so I just made one myself and really enjoyed the process. It didn’t turn out all that well, but over time, I’ve been able to refine the design process for a more desirable outcome.

I then made a bigger version of the candle-holder and a friend of mine saw it and liked it. That encouraged me to create more designs. Through posting on social media, my work’s garnered quite a lot of interest and people have started ordering my creations. I’ve always wanted to own my own homeware brand and turning this range into a business has been a great start to a fulfilling journey.

What is your background and how did you develop a love for concrete?

My career started out in graphic design and I worked my way up to creative director in the publishing industry. I’ve always loved arts and crafts and creating pieces with different material, so I fell in love with concrete through experimenting.

How did you learn about concrete?

I taught myself through trial and error. I had lots of failures, but also success testing different products, material, brands and blends. I’m still learning. When I started, I didn’t even know there was such a thing as white cement. I’d really only ever seen grey cement. Four months into starting my business, I took an online Domestika concrete furniture designing course, which was helpful in improving the basic techniques I’d taught myself and learning what other tools I could use for a better finish. Fortunately, on social media there are many tutorials to be found and I’m able to expand my learning through watching and developing new ideas.

What can you tell us about the versatility of concrete?

It’s interesting to work with a material that starts off as a powder-to-liquid form and then manipulate it into the shape of your choice, until it cures. It’s a process that allows you creative freedom. We often assume that one can only go so far with concrete and that to be more versatile, one must work with clay or ceramic, but I’ve found that cement is just as versatile when mixed with the correct aggregates.

All of this pushes me to think more creatively. Concrete is fairly easy to sand and chisel once it’s cured and all sorts of paint and adhesives take easily to it, which makes it more interesting for creating new designs. I like the fact that it’s so durable can take heat and water well. I’ve also learnt about its porosity. There are times when it forms air bubbles in a mould, but because of my art form, I don’t mind that – I see it as something that enhances my design and challenges me to explore what I can do with what the concrete offers me. Making mistakes has often led me to discover what other design effects I can create with concrete or how to manipulate it further, after it cures.

Concrete is not normally thought of as attractive – is it?

Certainly not in its raw form, but I enjoy its rustic nature. The products that come from concrete can truly be aesthetically pleasing. It’s thought of as a heavy, immovable construction worker’s material, often seen in an industrial setting, used for buildings and exteriors, but what you can do with concrete design-wise for interior homeware is limitless. It’s not just a functional material – it also produces light, yet solid, long-lasting decorative products. It’s exciting to discover the attractive designs I can come up with and because it’s not commonly found on dining or coffee tables as functional pieces of homeware, it piques people’s interest to see this. It’s a great base product from which to develop. Many of my customers are very surprised when they realise what my work is made from and that such beautiful art can be formed from concrete.

How do you make your moulds?

I recycle different plastic and silicone containers. With concrete, virtually anything can be used as a mould, which is really cool. I’ve experimented with making my own moulds using plastic, cardboard and polystyrene sheets too.

Do you work alone?

As a sole business-owner, I work on everything from buying raw materials to mixing, moulding and designing, packaging and photography, all the way to delivery. It’s both tedious and exciting, but because it’s all my own, I love seeing my clients’ reactions when they receive their orders.

AND A HARD PLACE

“I taught myself through trial and error. I had lots of failures, but also success testing different products, material, brands and blends.”

Do you prefer any specific mix or admixes?

Depending on the finish I’m looking for, I mix different aggregates or additives to my cement like water-proofer, bonding agents, plaster, cement oxides and, of course, always clean water. Other agents – like spirits of salts and acid-based cement cleaner – help me further exploit the material for a polished finish. I also have several techniques for sanding, polishing and shaping the final product.

Tell us about the market for your products.

My main client base so far is 90% female and I’ve noticed that they mostly love to gift other people with items and then come back and buy something for themselves. People say my products are unique and enhance their spaces. I’ve been approached by shop-owners to stock my homeware and I’m looking forward to that becoming the next chapter in expanding my business. I’d also love to get into the corporate gifting and tourism sector.

How is the product sold/delivered?

Clients contact me through social media (Instagram: @n.be_love) or e-mail: neo@ nbelove.co.za, as well as through WhatsApp (082 714 5947). I’m able to deliver anywhere in South Africa and have also shipped to Swaziland.