Page 25 - Standard Bank KZN Top Business Women 2021

Together everyone achieves more. Don’t be afraid to give someone

responsibility, more often than not, they rise to their position.

Founder of Ardmore and Creative Director of Ardmore In commenting on what has challenged her along her We used the pangolin as a major theme of the pandemic.
Ceramics Studio journey, Fée says her biggest challenge was dealing with The pangolin symbolizes hope. Its scaly exterior and
the impact of HIV/AIDS. “We lost many artists. Bonnie defensive curled posture, when threated, are symbols of
Ntshalintshali passed away in 1999 and Wonderboy protection and safety. Our artists created masked monkeys
ée Halsted an academic and award-winning
Nxumalo passed away in 2008. It was a traumatic time in teaching the rules of safety to prevent catching Covid,
artist, with manifest passion and tenacity.
my life. We created a hospital at Ardmore and educated the men pushing wheelbarrows filled with contraband and
Amongst some of her awards, she and her
artists about safe sex and antiretrovirals. As the subject was elephants sanitising monkeys’ hands. We created masks
Fprotégé, Bonnie Ntshalintshali, jointly won
‘taboo’ we taught the artists about HIV/AIDS through from our fabric designs and gave the proceeds to our local
the Standard Bank Young Artist Award in 1990. Fée
story telling sculptures that are now housed in our museum. community food bank.”
was awarded an Honorary Doctorate in 2016 from the
University of KwaZulu-Natal. In 2021, Fée was awarded During this time my attention was not focused on my Maintain one’s authenticity
the South African Presidential Award ‘The Order of husband and family. In 2002 my husband and I divorced,
The future for Ardmore lies in the hands of the next
Ikhamanga’ for her contribution to the visual arts and and I had to create a new home for my three children and
generation. Fée’s children Jonathan, Catherine and Megan
generous transferring of skills to others. set up a new studio. My family, especially my mother and
are all passionate about the business and many of the artists
many special caring friends, helped me get through these
Fée describes Ardmore as being, “recognised by its colourful adult children have now joined the Ardmore studios and
incredibly challenging times.”
and quirky designs and is proudly South African”. She are developing into talented artists themselves.
recounts, “Ardmore started with one-of-a-kind ceramics In 2008 South Africa went through a major recession and
Recently, Ardmore has created an Arts Trust, as art
and ten years ago we developed our wonderful designs into the country was hugely affected economically. Fée remained
education is sadly lacking in local schools. Ardmore hopes
fabrics and homeware products. We also collaborate with constant yet thrifty and adapted Ardmore accordingly. In
to provide creative education for under-privileged children
British wallpaper company Cole & Son, and we are just 2010 South Africa hosted the Football World Cup and
in the community and have partnered with Thebilithle
about to launch into the fashion accessories industry.” Fée developed the idea to create a series of ceramics called
School in Howick.
the “African Travelers”. They proved to be a huge success
Ardmore was established in 1985 and has since grown
and saved Ardmore and the artists financially. Fée’s advice to young women wanting to follow in her
with Fée currently mentoring approximately 50 artists.
footsteps is to maintain one’s authenticity and be humble.
Commenting on the growth of her company Fée says, More recently the Covid-19 pandemic shook the world.
“One cannot have an answer for everything, and one must
“I believe my greatest achievement is giving people, The travel restrictions and lockdowns meant South African
do what you are best at doing. Do not be afraid to ask for
without opportunity and little education, self-worth. tourism and travel was hard hit. The artists suffered due
help. People are so kind, and love being asked advice. Build
I have grown rural people, people with disabilities and to the lack of sales, but Ardmore kept producing artworks
a great team around you, as together everyone achieves
learning disorders into people who stand tall in their to keep the artists in work so they could support their
more. Do not be afraid to give someone responsibility,
community and can feed their families.” families. Unfortunately, Ardmore was unable to hold any
more often than not, they rise to their position. If you want
exhibitions, locally or internationally.
Modern day collectables detail, ask a woman to do the job.
In response, Fée’s recounts how Ardmore adapted, “Thank
Today Ardmore is a successful international business. goodness my children were there to assist me. We very Always ask your team their opinion and value what
Ardmore’s ceramics have been acknowledged as a quickly had to shift the business from an in-store sales they have to say on how to do something better.
“modern day collectable” by prominent auction house model to an online sales model, as so many have had to Communication is key to everything and if your staff
Christies of London. Fée believes that the success of do. We held online auctions and exhibitions to try and feel part of the decision-making process, they feel like
they are truly part of the business, and you will have
Ardmore is based on her brave pioneering spirit, her boost sales. I knew we could get through the hardships
tenacity, self-belief and her determination to strive for if we again remained steadfast, reduced expenditure and their commitment.”
excellence. She, however, couples these characteristics told the story of the pandemic through our artworks. Fée concludes by saying: “Do not shy away from hard work;
with having a ‘heart’ in the business by acting as a During Covid we have created ceramic artworks that in tough times we all work harder. But do not compromise
‘mother’ to her artists with a nurturing forgiveness, and have delighted our collectors by using animals that have on striving for excellence, always remain constant and find
sometimes with tough love. symbolism and meaning. positive in bad circumstances.”

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