A young jewellery designer with guts and sheer determination has established himself as a sought-after jeweller and his young company is now firmly established.
When Johannes Matthews (35) first enrolled in the Motheo TVET College in 2009, he had planned to study drawing.
Instead, he discovered a passion for jewellery design, something that would transform his life.
“As time went by, I saw myself falling more in love with jewellery.” That 18-month diploma in Jewellery and Manufacturing became the foundation for a career spanning over a decade.
After completing his studies, he secured an internship at the Virginia Jewellery School in 2012. His exceptional work ethic quickly drew attention of the owners and before he even completed his internship, the school offered him a production manager position.
By 2014, Matthews had transitioned into dual roles as production manager and training co-ordinator, mentoring the next generation of upcoming jewellery designers while managing client relationships. For five years, he built his reputation and skills that would prove invaluable in his entrepreneurial journey.
In 2017, he met his wife Puleng Matthews who also studied Jewellery and Manufacturing from the Central University of Technology (CUT), Free State. His wife is now a 50% shareholder in his business.
In 2019, economic pressures forced the Virginia Jewellery School to close and Matthews found himself retrenched. He had, however, been preparing for this eventuality. Earlier that year, he had registered Shine Jewellery and Accessories, planning his next move.
Although unfortunate, the school closure presented an unexpected opportunity, and machinery was being sold off at reasonable prices and he was able to buy the equipment needed to start his operation.
Using his Unemployment Insurance Fund payout as seed capital, Matthews began operating from his garage, serving clients he had built relationships with during his years at the Virginia Jewellery School. Within ten months, safety concerns prompted by strangers visiting his home necessitated a move to a proper retail space in 2020. Puleng decided to help her husband by taking over administration, finance, marketing as well as repairs and manufacturing for the business.
Six years later, Shine has grown steadily, employing one permanent staff member and running a 12-month learnership programme to three interns. Matthews specialises in custom-made pieces, collaborating closely with clients to bring visions to life.
His work ranges from contemporary pieces to meaningful cultural designs, including family crest rings passing from generation to generation. This storytelling aspect resonates with him.
Matthews hopes to expand to two more branches. He also wants to establish an academy for student training, “working together with the community, giving back,” he emphasises.
He is a participant in the De Beers Group’s Enterprise Development Programme for Diamond Beneficiators, which provides a comprehensive suite of support services to help entrepreneurs in the diamond and jewellery sector to scale their businesses.
His advises aspiring designers that they must love what they do because it is then easier to flow and grow. “You must have that passion, because if you don’t, you are not going to last.”
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