Cheilene Campher, Business Owner of Atelier 33 (Pty) Ltd, is renowned for her pursuit of perfection in Africa’s luxury design space. Her design sensibility strikes a delicate balance between creativity and practicality. She is also setting an example by showing that design is not just about aesthetics, but also about creating meaningful, lasting solutions. Apart from being a gifted designer, Cheilene is an astute entrepreneur who has successfully navigated challenges and made Atelier 33 a reputed brand in the competitive design industry.
It was adversity that led her down the path of entrepreneurship. She became a widow at 26, followed by the sudden, unforeseen closure of the company where she was employed. This compelled her to make a critical decision about her future. “I needed to establish a source of income,” Cheilene shares. “Recognising the opportunity to shape my own path, I launched my own company, Atelier 33. Within a week, I took decisive actions.” She acquired a shelf company, selected an appropriate name, registered it and began marketing her new company. “I then set out to fulfill my vision of offering designer cabinetry tailored for elite clientele,” Cheilene recalls.
She holds degrees in interior design from Durban University of Technology and Tshwane University of Technology, where she gained a solid foundation in theoretical and practical education. “My qualifications proved invaluable from the very first day I entered the cabinetry industry,” according to her.
Learnings and Challenges
Throughout her employment, Cheilene acquired extensive knowledge of the industry by overseeing projects from inception to completion. This encompassed various responsibilities, including designing and selling concepts, cost estimation and quoting, invoicing, project management of installations, and collection of outstanding payments.
Cheilene’s story is that of success, but her entrepreneurial journey has not been challenge-free. Some of her most significant challenges often revolve around growth, client expectations, and maintaining quality and frequent client communication, while scaling.
Initially, for her, it was not easy to build a strong reputation in a competitive industry. Winning over high-profile clients or securing large projects requires perseverance, networking, and consistently delivering exceptional work, Cheilene points out. Another challenge she faced was financial management.
“It’s a major challenge especially when it comes to balancing creative ambitions with budget constraints,” she says. “In such instances, being adaptable and finding innovative solutions without compromising quality is key.” She also discovered that learning how to manage cash flow effectively, especially during periods of expansion or investment in new equipment, vehicles, and technology, can be difficult but essential to long-term sustainability.
And, when projects overlap or deadlines converge, it becomes testing to manage time and stress. Cheilene overcame it by developing a reliable team, delegating tasks effectively, and refining processes to ensure smoother operations. “Building a strong support system, both in business and personal life, is crucial to maintaining momentum and managing pressure,” she says.
For Cheilene, navigating the transition from hands-on work to a leadership role has been a quandary as well. When one is a leader, strategy, and business development take precedence over day-to-day operations. This required a shift in mindset. Cheilene learned to trust her team to execute the details, while she focused on broader company goals.
“Embracing continuous learning and seeking mentorship along the way also contribute to overcoming obstacles and achieving long-term success,” Cheilene points out.
Every Project Is an Achievement
Cheilene takes pride in every project, no matter the scale or complexity. It is because each one reflects the company’s dedication to quality, craftsmanship, and innovative design. “Every project is an opportunity to push creative boundaries and demonstrate a commitment to detail, from the initial concept to the final product,” Cheilene explains.
Instead of focusing on a single achievement, she highlights consistent excellence across all work – every piece is a testament to the values Atelier 33 upholds. She points out, “Each project, in its own way, tells a unique story, and collectively, they form a body of work that reflects the company’s pursuit of perfection.”
Idea of Success
Cheilene’s idea of success goes beyond financial profitability. It encompasses a blend of excellence in craftsmanship, client satisfaction, brand reputation, and sustainable growth. For her, it means, delivering high-quality, bespoke designs that not only meet but also exceed client expectations. This includes attention to detail, personalisation, and creating unique, one-of-a-kind pieces that resonate with the client’s vision and lifestyle. Success is also establishing one’s brand as a leader in the luxury design market through consistent delivery of superior products, excellent customer service, and a reputation for innovation and craftsmanship. Cheilene underscores that a strong brand reputation attracts high-end clientele and opens doors to new opportunities.
She views it as success if a leader achieves consistent financial growth and profitability while maintaining the quality of work. She explains that “financial success allows the business to reinvest in its people, processes, and materials to continue delivering exceptional products.”
At Atelier 33¸ Cheilene has created a work environment where skilled craftsmen and designers are nurtured, valued, and motivated. It is because “success means having a team that is passionate about their work and committed to the company’s vision,” she points out.
Since founding Atelier 33, Cheilene has invested in developing long-term relationships with clients who return for additional projects and refer her services to others. According to her, a strong network of satisfied clients is also a key indicator of success in the luxury design industry.
Meeting High Standards of Luxury and Personalisation
Atelier 33 is one of Africa’s distinguished design firms. It ensures that each project meets the high standards of luxury. Cheilene points out that personalisation starts with a deep understanding of their client’s needs and aspirations. “We prioritise thorough consultations and active listening,” she adds. It allows them to gather insights into their clients’ lifestyles, preferences, and vision for their spaces. This foundational knowledge guides the design process of Atelier 33, ensuring that every solution is tailored to reflect each project’s unique identity.
Quality craftsmanship is another cornerstone of Cheilene and her team’s approach. They work with skilled artisans and select the finest materials and hardware. It leads to alignment of every detail with their commitment to excellence. Cheilene points out that by maintaining rigorous quality control throughout the project, they can ensure that the final outcome not only meets but also exceeds expectations.
Furthermore, she and her team embrace a collaborative design process, involving the client at every stage. They refine their approach based on regular updates and feedback sessions. This ensures that the final design not only embodies luxury but also resonates personally with their clients’ needs in their family homes.
“This dedication to personalisation and quality is what sets Atelier 33 apart in the realm of bespoke design solutions,” Cheilene says.
Culture of Innovation and Excellence
At Atelier 33, cultivating a culture of innovation and excellence begins with fostering an open and collaborative environment, where team members feel empowered to share their ideas and creativity. Cheilene encourages brainstorming sessions and design reviews – allowing everyone to contribute – and promotes a sense of ownership over projects. She values diverse perspectives because, according to her, it helps a leader create a rich pool of ideas that can lead to innovative solutions.
Cheilene focus is also on training and professional development. She keeps her team inspired and engaged by providing opportunities to learn new skills, attend workshops, or explore emerging design trends. This commitment to growth not only enhances individual capabilities but also strengthens the collective expertise of the team.
Collaboration plays a vital role at Atelier 33. “By facilitating cross-disciplinary teamwork, the designers, factory team and installers can draw on each other’s strengths, leading to more holistic and refined outcomes,” Cheilene explains. “Celebrating successes and learning from challenges together reinforces a sense of community and shared purpose, ultimately driving the commitment to excellence that defines Atelier 33.”
Leadership Style and Balance
Cheilene balances creativity with precision, fostering an environment where craftsmanship and innovation thrive. Leading a design-focused company is not easy. It involves a mix of visionary leadership and hands-on involvement. Cheilene explains, “This ensures that both the aesthetic and technical aspects of projects are finely tuned.”
She usually prioritises collaborative approach, encouraging team members and industry colleagues to share ideas and take ownership of their work. This empowers them to contribute creatively while maintaining high standards of quality.
In terms of core values, Cheilene places a strong emphasis on workmanship, attention to detail, and customer satisfaction. Innovation is another key value of hers as a leader. “I encourage the team to push boundaries and explore new techniques, materials, and designs,” she says, “keeping Atelier 33 at the forefront of the industry.”
Under Cheilene’s leadership, integrity and trust also play significant roles – both within the team and in relationships with clients. This results in completing every project with transparency and professionalism.
Cheilene shares that balancing a prominent career and overseeing a top-tier design firm requires a thoughtful approach to time management and setting clear priorities. She is a firm believer in effective delegation. And, for her, it is equally important to establish boundaries between work and personal life – designating time for both while maintaining the flexibility to adapt as demands shift. On busy days, work may take precedence, but Cheilene ensures that family time and self-care aren’t neglected.
“In both work and personal life, focusing on quality over quantity ensures that when you’re working, you’re prioritising high-impact tasks, and when you’re with loved ones, you’re fully present,” she explains. “Being a wife, and the mother of a toddler, means that family time is very important.”
What Is Next for Atelier 33?
Cheilene intends to continue the firm’s focus on expanding its reach while maintaining its commitment to quality and distinctive designs. She envisions developing innovative design solutions that leverage emerging technologies, enhancing client experiences and streamlining their processes.
“As we grow, I also aim to cultivate a stronger team culture that prioritises continuous learning and collaboration, ensuring that every member feels empowered to contribute creatively.” And, to continue inspiring others and driving the industry forward, Cheilene plans to ensure that each client has the best experience. She intends to achieve this by giving a personal touch to every design to meet their specific needs. Rather than adhering to a fixed company brand, she and her team strive to let their clients dictate what they stand for; creating bespoke solutions that cater to their unique design styles and preferences.
“Ultimately, my leadership will focus on staying adaptable and open to new ideas while remaining true to our core values,” she informs. By leading with integrity and a passion for quality, she hopes to inspire others to pursue superiority and originality. Helping shape the future of the design industry in a positive direction is a dream of Cheilene.
Future of Interior Design Industry
Cheilene notes that the interior design industry has seen significant changes in recent years, mainly driven by technology, sustainability, and personalisation. The integration of smart home technologies has become more seamless, enhancing functionality while blending into high-end interiors; also, automation and connected devices have become key features in modern design.
“Looking ahead, wellness-focused spaces and biophilic design will likely shape the future, emphasising natural elements and healthier living environments,” Cheilene points out. She expects advances in virtual reality and photo-realistic 3D rendering with Artificial Intelligence (AI) to revolutionise how designers collaborate with clients, allowing them to experience designs more interactively before implementation.
In cabinetry design, AI is making its mark by streamlining customisation and improving precision. Advanced algorithms will evolve to assist with generating bespoke designs based on a client’s preferences and spatial constraints, while optimising material usage to reduce waste. AI-powered tools will enable them, as designers, to quickly visualise and adjust cabinetry layouts in real time, allowing clients to see a realistic preview of their custom pieces. Additionally, AI-driven manufacturing processes are enhancing craftsmanship by automating complex cuts and joinery, resulting in high-quality, tailor-made cabinetry that meets exact specifications.
Influencing the Future Generation
Cheilene wants to see her work and leadership inspire future generations of designers and business leaders to pursue excellence with a deep respect for artisanship, creativity, and integrity.
“Through mentorship, I hope to pass on the skills of both imaginative craftsmanship and business acumen,” she shares, “showing that being a successful leader means empowering others, cultivating curiosity, and constantly learning.”
Ultimately, Cheilene aspires for her work to leave a legacy of quality and innovation, inspiring future designers and carpenters to push creative boundaries while maintaining a sense of ethical responsibility in their craft and leadership.
Advice to Aspiring Leaders in Luxury Design Industry
In her message, Cheilene underscores the importance of balancing creativity with a strong business foundation – it is the key to making a lasting mark. She advises aspiring leaders to first master the craft, as luxury design demands not just aesthetic vision but also impeccable attention to detail, quality, and functionality. “Understand the materials, techniques, and history behind your work,” she adds. “This knowledge will set you apart.”
Listening to clients’ needs while staying true to creative vision is a delicate balance, but it is essential for long-term success, Cheilene points out. And embrace innovation, but without neglecting timeless principles of design and craftsmanship.
Additionally, she advises aspiring leaders to lead by example and cultivate a strong team by fostering an environment where creativity, collaboration, and integrity are prioritised.
“Ultimately, patience and persistence are key,” Cheilene highlights. “The luxury design world is competitive, but those who consistently deliver excellence and stay true to their values will carve out their place over time.”
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