[#WomenInBiz] Creating brands with Lorinda Voges

Her career in this industry started in 2001 when she started working as the marketing and brand manager for Café Vacca Matta in Cape Town. Alongside with Sergio Zurini, they have opened four Café Vacca Matta branches in South Africa during a two-year period.

Soon after that she joined Fashion TV South Africa, where she was appointed as their national brand manager. Opening up 11 branches in two years, working alongside Michal Adam, the CEO of FTV International in taking this brand to new heights in Africa.

However, Lorinda's independent soul and spirit always steered her to one day start her own company. In 2011, she listed a number of things she was passionate about in the industry she worked in and narrowed it down to only four, which ultimately led her to start her own company called 4Elementsmedia.

Lorinda Voges

Lorinda takes every project as a challenge to grow, motivate and deliver great value to her clients. One of the projects that stood out for her was the launch event of Tommy Hilfiger in South Africa in 2013. It triggered a newfound passion in event management and PR for her, which soon followed by her getting involved with many other international brand, launches.

Her dedication and hard work is paying off as 4Elementsmedia experienced rapid growth in the past four years and saw her managing local celebrities such as Francois Hougaard, Shashi Naidoo, Jonathan Boynton-Lee, Boity Thulo, Siv Ngesi, LeAnne Dlamini and many more.

What does success mean to you? Has your definition of it changed over the years and if so, why?

Lorinda Voges: The definition of success changes for me every five years. At the age of 18, success meant the whole white picket fence fairy tale dream and today at the age of 35 success means that I have done everything and more in achieving my dreams and goals at my own terms and at my own pace, with the available resources I have. It might not be the definition of other people's dreams for me, but it is living my dream one day at a time, following through the hard times and appreciating the great times.

What drives you?

Voges: I am naturally a driven person. Some say it is the Aries in me, I think it was the way I was brought up. Coupled with an unnatural level of competitiveness and being a perfectionist, you'll start to get a glimpse into what drives me. It's not as simple as wanting to be the best or being rich. A perfect storm of life experiences collided at a young age for me that forced me to take a different perspective on the world in front of me and how I'm going to conquer it

What are the highlights of both your life and your career that make you most proud?

Voges: My turning point, or Saturn Return as they call it, was at the age of 31. On a personal basis it was the year that my niece, Maya, was born and my entire outlook on love, family and children changed. For the first time, I experienced unconditional love, which ultimately shaped my own personal view of what it means to want to have a family one day.

On a business level, that was the same year I started my company 4Elementsmedia, which ultimately changed my entire mindset about business. On a daily basis, I am challenged to grow and I have discovered a profound meaning to the words "living a balanced life" when I made the pivotal move to Cape Town in March this year.

What do you think is often the difference between people who are good at what they do and people who are great at what they do?

Voges: The difference between good and great is in the detail. The difference between good and great is the last 10%. Everyone has the same 90%... But that last 10% is the real differentiator. It is the part that separates you from your competitors. It's the blood, sweat, and tears of detail. It's the extra effort to make things just right. It's the careful attention to every aspect and detail.

What are the most important lessons you have learnt so far, in your career or life journey?

Voges: I have learned three fundamental things during my life journey so far, which helped me on a personal and professional basis. As Dita von Teese once said: "You can be the ripest, juiciest peach in the world, and there's still going to be somebody who hates peaches." The minute you accept that; 80% of your problems will already disappear.

Secondly is to always trust my instincts. It will never let me down, especially in the heat of a moment.

Last but not least, nothing in life is a failure, it is always a lesson. No matter how it hurts, how disappointed you feel in yourself, you can learn from it and grow.

What resources (people, books, environments, movies, music, etc.) do you use to keep yourself inspired, informed and growing?

Voges: From a business point of view I have drawn inspiration from my peers in the industry, both nationally and internationally. I have been blessed with an incredibly strong mother and I believe I have taken a lot from her qualities and implemented it into my business. Dr. John DeMartini's talks have also inspired me, especially in terms of financial freedom and what it means to be financially successful. I try to look at life in a very inspirational way and if I can take something inspirational, I try to share it.

What is the best advice you have ever received?

Voges: You have to leave the city of your comfort and go into the wilderness of your intuition.

Who inspires you and who are your role models?

Voges: I draw inspiration from a number of people around me. My sister is possibly my strongest form of inspiration and strength. Followed by my friend LeAnne Dlamini. From a professional point of view, I look up to a number of women such as Farah Fortune, Vicky Crease and Maira Koutsoudakis.

Another huge inspiration to me is Angelina Jolie. As a woman, I am in awe of her bravery and applaud her decision to undergo a double mastectomy. And as if that wasn't difficult enough, she shared her story with the world in hopes of inspiring other women to get tested and take control of their personal health.

She has adopted not one, but three children from three different countries. She has made it her personal mission to help refugees around the globe. She has clearly made a choice to leverage her notoriety for good, taking every opportunity she can to promote humanitarian causes. She's formed several charitable organizations and continues to work tirelessly towards improving the lives of people in need in any way she can.

What legacy would you like to leave?

Voges: I want to ensure that I have left a positive, life changing impact on the people I interacted with on a daily basis. That in some sort of way, they could have drawn inspiration from what I have shared, to how I lived my life. I want to be a pillar of kindness and be known as someone that stood for what's right. To serve others and leave behind the most beautiful and best parts of me.