Women-Owned Business Profile: Dust and Dreams Photography
Meet Elaine Van der Merwe-Louwrens, one half of Dust and Dreams Photography. I have worked with Elaine through the last year as I have had the honor of publishing she and her husband Steph’s (the other half to Dust and Dreams) travels. Elaine’s emails read more like thoughtful postcards from a friend, and I am determined to meet her in person after this pandemic subsides and normal travel can resume. Who knows when and where we will find ourselves meeting, but I credit social media for bringing two kindred souls like ours coming together quite literally from halfway across the world. It pains me to even cut a small part of her interview, so I left this one a bit longer as I know you will enjoy her words as much as I do. Paired with her words is a recent editorial titled se·clu·sion. The story is made up of her words and edited by our team for length and clarity.
“se·clu·sion is a narrative that celebrates love without all the preconceived ideas or fuss... just sweet treats and champagne! It is an editorial that emulates private nuptials exchanged by a same-sex interracial couple in a breathtakingly unique location during the COVID-19 lockdown in South Africa.
A story that transcends all borders; se·clu·sion emphasize both feminine fragility and intensity.
It shows two lovers who chose one of their favourite locations – a store that is bold, enchanting & surreal - to say their vows; so that they could feel like they have travelled to a far-off land when they could not.
It reminds us how intricately linked sharing a meal with being loved is, and how graciously decadent a celebration is made with something sweet…
It is an editorial that screams of hope and love born in seclusion, that lives and thrives in the light. It emphasizes the timeless quality of lace and exquisite design and pairs it with natural beauty.
se·clu·sion is a statement of unequivocal hope. What if you were to hold on to that feeling?”
Can you tell the readers where you are from and describe a little bit about where you reside?
For it to make sense I thought that I would paint a picture of our past & share more about our journey into being full time photographers:
My husband Steph and I lived in the African bush for many many years, we were passionate about wildlife and making a difference… over time, as the tourist and lodge industry in South Africa exploded, so did our world. The lodge industry we worked in became corporate and being general managers at some of the country’s most luxurious lodges made us wake up feeling somewhat suffocated, drained from the original essence that the bush provided… it left us with no room for creativity, no room for error, no room for breathing.
The thought of tomorrow and living it all over again was enough to knot our stomachs. Our souls were crushing and our hearts were breaking. The beauty of the bush passed us by whilst being trapped in an office. We realized what matters in the end is the life we create in our time, so we both quit our jobs in one day… We waved goodbye to the life we knew for so long and our beloved bush, but also to the corporate environment that was draining our creativity and so began our journey of living a life well spent. A life which, in our case, not only involves travel but lifestyle and fine art photography, and farming cattle and strawberries.
We now have a life surrounded with what we feel is organic and real.The last years taught us to share our hearts, in everything we do.
We have been able to surround ourselves with art in all its forms and express our deep fondness of life and travel through our photography, poetry and the way we spend our days...It has been a tough journey getting our fledgling business off the ground but we have not had any regrets, not for a second.
So, this is just us...two creatives living on a farm in Mpumalanga, South Africa with our two spaniels Hunter and Lola chasing stars, painting rainbows and hoping for a little magic along the way...
What drew you to photography?
My crazy love affair with travel {and with photography} started as a kid with grandparents who travelled the world and a grandmother who would tell the most enchanting stories of her time in Israel and Germany, in Australia and the USA. Keep in mind that that was in the 1970’s and travelling from South Africa wasn't a daily occurrence. They would spoil my sister and I with unusual gifts and to this day I still wear a very precious scarf that she brought back from Europe.
As a teenager I was encouraged to travel abroad after finishing high school. Which I did without hesitation! My parents could however not fund this trip and I worked my way around so that I could travel. First, I lived and worked in the UK, from being a butter packed in a factory near Brighton, rearing pheasants on a farm in the British countryside, being a waitress and housekeeper at an inn on the Channel Islands to working at an exclusive French fashion house just off Oxford street in London. My work funded my extensive travels and my travels fueled my photography! Moving to Cologne, Germany after my British adventure reinforced my love of exploring new cultures.
Those years abroad cemented my independent nature and the spirit in which I wanted to live. And the spirit in which I wanted to photograph.
What is Dust and Dreams’ niche?
We are! I am!
I think often people don't realize that they themselves are their businesses biggest point of difference. That they themselves are what make their business unique. And in the creative industry I believe it is very much so. I look at something in a way that no one else does. Even my husband Steph and I will look at the same thing and both see and photograph it differently. During our culling process we will then choose the image that is most compelling. Basically, choose who had the most interesting viewpoint of a specific moment.
This makes life endlessly exciting and I would hate to see the world the same way someone else does. I feel a bit like a unicorn knowing that my art is truly my own. Regardless of whether people like it or not.
Does looking at the world differently not spark conversation, fertilize ideas and drive innovation?
To give a more technical answer; we have built Dust and Dreams Photography to be a timeless brand, we do not follow the fanfare of trends. We like our work to resemble the moment as close as possible to what our eye could see at the time, which means colours that are not overly pastel or dark and moody. We don't want to be trendy or even popular. We want to be eternally timeless and interestingly so. We want to create images that hold the key to memories and start conversations.
I can just FEEL every moment through your travel photos and writings. Seriously, I feel like I can taste what you were tasting, smell the scents you were smelling, and even feel the temperature. Did this always come naturally for you or something you found along the way? Is there a technique you use or are you one of those “just go with your feeling” types?
Travelling for me is something I cannot truly explain without sounding slightly odd. To say that I am endlessly enchanted by foreign lands would be a complete understatement.
In Marrakech for example I felt completely overwhelmed and could not sleep. It felt like the city, the sounds, the smells, the constant commotion and all the beautiful chaos broke my brain. I could literally not switch off enough to fall asleep. It assaulted my senses in a delicious way, it left me breathless.
I would not say that I have any specific technique when it comes to writing or my storytelling. The truth is that my notes are usually pretty haphazard and my journal would often come back without a word written in it. I would get so absorbed in our adventures that I would just hastily make notes on train tickets, the back of a samosa wrapper, or the old cliché serviette. Once we are back in our little farmhouse I would however spend some time ordering my mind, my notes, our photographs. I will take time to let it all simmer and sink in slowly.
Quite often our journeys have changed me profoundly and I take time to adjust and absorb. This enables me to clearly share what I felt!
What does female-owned mean to you? How does it feel to be a female business owner?
Honestly, I mostly think of myself as a business owner and not necessarily a female business owner. Unlike the norm in South Africa, not only have I been raised to be a fiercely independent female but I also have a husband who treats me as an equal in every aspect. Our relationship however has never been a "stereotypical family" one and our roles {preconceived by society!} are often blurred and we both fit into our daily lives and into our business as needed. We are joint homemakers and business partners. I do however leave the lawn mowing to him!
That said, I am not blind to the daily struggles of the average woman in Africa {society has taken enormous leaps over the last years in creating more opportunities for women and aiming for equality but we still have an endless road ahead!} and know that being a female business owner at the moment is still not a given but a privilege and a huge responsibility.
Being a female business owner, I have freedoms that so many other women do not yet have. I have the luxury of choice, of having my voice heard. I have the simple luxury of making my own money, which might sound strange to many but in itself is a massive advantage.
Having a support system and being surrounded by a bunch of humans that believe you can do absolutely everything is crucial.
Female entrepreneurs in South Africa are taking enormous leaps and I get excited about women employing women, women employing men, and seeing female-owned companies thrive.
What would you tell a person who asked about the importance of supporting small businesses? What about the importance of supporting female-owned?
Not only will you be working directly with the owner, the assistant, the creative director and the producer {all in one} but you are literally helping to feed a family. As simple as that.
Every time you rally around a female business owner you empower an individual.
Every time you support a small business you encourage someone to forge ahead.
When you buy from or support a small business you are directly contributing to changing someone's life!
Your support can convince one person that her or his passion is worth pursuing and worth fighting for. And so, you have altered their destiny.
Can you tell us about a few small businesses you love supporting?
I wanted to highlight local South African businesses that make my eyes sparkle:
The Cotton Company - this is just everything! Madeleine's company produces and sells handmade woven Turkish Towels. And with my lifelong love affair with Turkey I instantly fell in love.
Pink Milk Bath - Mapule is a powerhouse & owns a completely female run business. Her incredibly decadent bath & beauty products are taking the continent by storm. Ps... not to mention that the packaging is to die for!
Old News Vintage - the queen of vintage. Not only is she THE BEST vintage collector & seller on the block but an absolute joy to buy from. I usually pop into her virtual Instagram shop weekly to see what she has in store.
Papier Handmade - Anika started her own paper making, calligraphy & design company and over the last few years we have just never been able to plan a shoot that includes any paper goods without wanting her on board.
Teneale Coetzee Creations - Don't even know where to start! Teneale is an absolute floral magician and our go-to person for realizing the crazy concepts that I dream up. Teneale has created live floral tattoos, floral epaulettes and a vintage swim cap made from in-season blooms for me before.
Sorcery Coffee - a small roastery in Pretoria but a MUST STOP for Steph and I whenever we have to travel through this city. Alicia conjures up cold brews and Turkish delight cheesecake like the rest of us would make tea and toast.
The Storer - a store filled with treasures! Absolutely everything in The Storer is carefully selected, spectacularly curated and the whole vibe of the store can transport you to magical destinations without ever having to board a plane. This place was a soul-saver during the last year of no travel.
Credits
Concept creation & creative directing: Thirteen Creative Emporium
Styling: Elaine van der Merwe-Louwrens
Photography: Dust and Dreams Photography
Location: The Storer Showroom, Fourways
Bridal Couture: Silver Swallow Design
Models: Philipa Otto & Dineo Schumacher
Makeup: Naazi Laher
FLorals: Nouvelle Floral
Love Dust and Dreams Photography? Read of their travels in South Africa and Amsterdam in B.E Away Issue One.
LOVE ELAINE'S STORY? WE THINK YOU WILL LOVE THEIRS TOO.
Dawn Cosgrove is a flower farmer in rural Saskatchewan, Canada. She invited photographer Rosie Haberl to her Whistling Prairie Flowers while harvesting her dahlia crop, and was kind enough to share the beauty with us!