There are many unique things about CoralBloom Studio, not least each artwork that goes into the design of their hand-made products, ranging from textiles to stationery, that are flying off the shelves at South Africa’s premier tourist destinations from Kruger National Park to Table Mountain.
But probably the most remarkable thing about CoralBloom is the skill set of its founder, Dr Michelle von Stein, who obtained a PhD in Botany, Microbiology and Genetics at the age of 28, and then abruptly pivoted from the scientific study of nature, to the artistic rendering of it in the beautifully designed products of CoralBloom Studio.
Michelle appeared destined for a leading academic career after making a significant discovery during her Master’s Degree research on a symbiotic relationship in the flowering plant sourgrass.
It became the subject of her PhD and a paper published in a top international journal.
Then she decided to take a break after ten years of scientific study. Within the first week of her gap year she turned to her lifelong hobby of making things – jewellery, stationery – which she had always shared with her mother and sister, both of whom are excellent illustrators.
She began creating a range of handmade cards and envelopes, which she offered on a whim to a local supermarket for display in its gift section. The range proved an instant success, prompting Michelle to expand into textile design. Drawing on the beautiful plant and animal illustrations created by her mother and sister, she developed and printed her own fabric patterns, funding the venture through the proceeds from her card sales.
When the Covid-19 pandemic hit, Michelle made face masks from the print to give away to friends and family. A shop owner from Bloemfontein phoned after seeing one on Instagram and soon Michelle was struggling to keep up with the orders that came flooding in. She found that she was earning more than she ever had as a scientist.
By the time the pandemic was over, Michelle had a website, a growing range of products and outlets that sold them, and no desire to return to academia.
At the heart of the unique business that had taken shape was the core creative family team. Michelle’s mom and sister make exquisite drawings of South African plants and animals, and Michelle then uses them to design tablecloths, wallpaper, dresses, handbags, notebooks, cushions, wrapping paper and fine art, among many other products.
Once each product is prototyped, it is put out to a network of 24 makers across South Africa, all of them women working from home.
While this decentralised system would make a workflow engineer hyperventilate, Michelle says it is key to CoralBloom’s success. The process imbues their products with an authenticity that is immediately recognisable by people all over the world. It is their strongest competitive advantage against AI designed mass production.
It did not take long for buyers from South Africa’s big tourism retail company Tourvest to recognise that authenticity and today CoralBloom’s products can be found in virtually all of high-end tourist shops in South Africa.