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Tell us something about yourself: In what field do you do business and how did you get into it?
My brand’s name is Vendula Beneš (a OMFORM.cz). I studied architecture at UMPRUM in Prague, and before my maternity leave, I worked in architecture both in the Czech Republic and overseas. I was in Shanghai for over 3 years as an architect-designer and my view on aesthetics of things changed there. Motherhood gave me the space to stop and transform in general, even in the family tradition of architects, and create something different. I got acquainted with sustainability, with the slow philosophy, and my thinking changed. I started quilting bags from jeans and the"upcycling" has evolved to the point where I quilt men's shirts, jeans, whatever. I also organize upcycling workshops for various institutions (GVUO – gallery in Ostrava, OSU). For Omform, I design fashion accessories made of kraftex, a washable paper. It is an ecological material that has the properties of leather, and I sew handbags, bags, earrings from it.
At the same time, I have been involved in art for a long time, and I don't even remember when I started... My father Václav loved art, architecture and design, and thus influenced our whole family. Although we have had enough arguments about how to do things, the older I get, the more grateful I am to him for teaching me and showing me so much. Our trips to Copenhagen, Venice and Kortrijk were wonderful. I studied graphic design in high school and always wanted to have my own studio and sell my designs. Architecture broadened my horizons.
I had and still have many mentors and inspirations. They are friends, but also celebrities. I also listen to a lot of podcasts, motivational lectures, read a lot, I tried mentors on Facebook and spent thousands on them. Whatever. It's just a school and you pay for information. I have to try things myself, it's not enough for me to observe them from afar. Unfortunately, business was not taught at UMPRUM at that time. No one taught us how to do it, for how much, how to present ourselves, work with our mind, confidence, stress, quantize, etc. So my journey is try-fail-succeed-fail-try, and so on. I've come to terms with it and sometimes it feels adventurous, free and beautiful.
I am a minimalist, a simple person, getting rid of unnecessary layers - like my brand OMFORM - and going to the core, simple life and business. The most important thing for me is to know myself, and that is a lifelong study. Why? Because I am always changing, because the whole universe is in motion, of which I am a part. So how can I follow someone else's path? This is nonsense. I send out signals, desires and dreams, and the universe returns them to me in the form of people and things that happen. I try to be as relaxed as possible, to react to myself, to be as transparent as air. My words are probably very abstract, but that's how I feel.
Why is the "green", i.e. ecologically sustainable dimension of business important to you and why do you think that other entrepreneurs should also deal with it?
It is a completely elementary and natural state of being for me. I am an eco-punk designer in the slow fashion sphere (Vivienne Westwood, Jean-Michel Basquiat, Henri Matisse, Jean Dubuffet, Irvin Yalom, Zaha Hadid, Rem Koolhaas - these are my guides). I like people and I love their stories, I'm interested in them. I like fairness, respect and humor. Every person should be modest and humble and ask themselves, “How can I be better today?” Because the one next to you is your next self, in a different story and time. “How can I help you today?” That's how businesses should work. Unfortunately, fear reigns everywhere, the media spreads fear and turns us into sheep.
I myself know that this is outdated behavior, so I try to chart my own path. Do not burden the system or anyone. Inspire others that it is possible. Sometimes it seems like a battle with windmills, but I can't help it, that's what I believe in. Getting a job isn't bad if it helps you on your way to independence, so why not. Or when it makes a person relaxed, free and strong. For example my sister. She complains about how she works on nonsense stuff at work, but she always gets up, does some exercise and laughs a lot. This is a very good sign. Watch people, not what they say, but how they look, how they move. Do they laugh a lot? That's beautiful. Employment is fine. Every happy person on earth is positive energy and we all need that. It is a great inspiration and gift to us.
What advantages does entrepreneurship bring to your life compared to a job?
It is a manifestation of freedom, my individuality and independence. No one tells me what to do and how to do it, and that's exactly what I love. Although sometimes I cry that I don't know what I'm supposed to do and that it's pointless, but as you can see, I'm still creating, in some way, and I enjoy it. And when I'm not enjoying it, I do something else, like go to work, hang out and relax. The question is not who is and who is not employed, my questions are different: Am I satisfied with myself? Am I living up to my potential? How can I have more energy? Am I a good person? Am I being honest with myself? That's what I'm interested in, what's important to me.
How to promote your products? Is online marketing important to you and do you think it is important to people in business in general? (Are you involved in building your customer community in any way?)
I personally try to sell my products on Instagram and Facebook. My belief is that it is best to sell live in an online environment. Pointing things out, exaggerating, putting on a show - that's online, and those who don't get it, it’s their loss. Don't take it too seriously either, it's a virtual theater and a game, not a "where's the truth?" event, if you know what I mean. Just play.
I tried the markets, but that was too much for me. It was a good experience, but it costs so much energy that I don't have right now. I'm looking for the right field for my style and I feel like it's always crystallizing, and I enjoy that. I'm looking for ways to express my expertise while not boring people to death with long stories. I'm done with that too, and I just have to enjoy it, otherwise I'm done. I want to live and have fun, and when I feel exhausted, I sleep and recharge my batteries. It is also good to move a lot. Movement gets the crap out of your head.
What advice would you give to ladies starting a business?
Patience, strong nerves and a head in the clouds, because only crazy ideas make sense. Otherwise it's boring, and you don't want to be a boring lady!
Do things you enjoy, have an open heart, be brave and follow your ideas. Don't look at others, don't compare yourself to them, because it's a waste of time and energy. No one knows how the other thinks, how they live and what they think.
Have visions, actively dream, create. And watch your body - it is wiser than your head, it will tell you if you are going the right way or if you have exceeded your limits. Everyone can burn out these days, but keeping your rhythm is an art! So Dolce Vita, ladies!
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