Cape Town - When an idea strikes, don’t think about why it can’t be done. Instead, just follow through. This is exactly what entertainer Jodi Deerling did and six months later he is an entrepreneurial success.
Deerling is the brain and designer behind the JD Collection of bow ties, ties, and cravats. “I’ve always wanted to be an entrepreneur, I just never had an idea,” he says. But after appearing in Come Dine With Me SA, Deerling found a gap in the market.
“For the five days of filming, I created each outfit I wore around my bow tie. It became a talking point,” he says.
Having graced many a red-carpet event, Deerling has always prided himself on his sense of style and had his finger firmly on the pulse of new trends. After the show aired last November, people kept asking him about his bow ties.
Fiercely stylish and unafraid to wear statement pieces, Deerling’s bow ties became something of a signature. This is how he recognised his opportunity.
Deerling admits that he’s a dreamer, but it’s his life partner Kieron Johnstone – who he describes as the realist in the relationship – who helped him tap into his inner-businessman and get to this point.
His first step was to visit various fabric shops and get samples of what he wanted: unique, colourful, and fun fabrics which could help men express themselves.Then he found a head seamstress, who would translate his designs into the tangible.
The seamstress, who Deerling only knows as Aunty Shariefah, has many years of experience and the two clicked. “There’s magic between us! We challenge each other,” he says.
Deerling emphasises that choosing the right team is of vital importance, as building a business can’t be done alone.
The bow ties are as flamboyant as he is, boasting bold colours and textures ranging from cotton to canvas. Each is custom designed and handmade. “I wanted something different, an expression of who I am, and it had to be proudly South African,” he says.
Deerling has found that for the average man, it’s difficult to find something out of the ordinary at an affordable price. “In most retailers, there’s usually a small secluded corner in the store. That is the entire gentleman’s section,” he says
Deerling designs from his Brackenfell home, and the garments are manufactured in Lansdowne. The ripple effect of his venture is that it employs four people. Now in his sixth month, the JD Collection is being carried in several trendy outlets across the city. He recently signed a deal with Big Blue, and as of last week, the range is being stocked nationally.
JD Collection is his long-term vision and next he’ll tackle a range of men’s shorts. Deerling’s looking at a three-month time frame, but stresses that he won’t rush this.
The biggest lesson he has learned on his journey is patience.
“As an entertainer, I’m always in a rush. But I’ve learned I need to be resilient and patient. For the first time in my life, I’m not in a rush,” he says.
Deerling encourages people to grab hold of opportunities.
“If you want to do something, just start. Once you start, things will fall into place,” he says.
For more information on the collection, visit: www.jodideerling.co.za
Skilful jack of all trades
Deerling was born and raised in Port Elizabeth. In his late teens, he moved to Gauteng to finish his schooling at Pro Arte where his focus was drama and art.
Among his first major roles was playing a gang boss on popular soap, Isidingo. Deerling jokes that pulling off such a butch character is testament to his acting skills.
Since then, he has appeared in several television series, local and international commercials and spent a fair amount of time on theatre stages.
While his default setting is “busy”, Deerling has always found time to nurture young talent through arts and skills development.
By describing himself as a freelance entertainer, he has managed to avoid boxing himself in, which means he could touch on any aspect of the business. He’s even performed original music with acts like Jamali, Malaika and Bianca le Grange.
Deerling describes 2010 as having been a big year. This is when he made Cape Town his home, and met his life-partner.
Cape Argus