story
Simhle Plaatjies will tell you the most important shift a creative must make is thinking like a CEO. From competitive hockey to founding The Space Between AUM—a gallery and healing space—she's built a multidisciplinary practice spanning fine art, corporate wellness, and cultural legacy protection. Her work isn't just about creating; it's about owning the space, the narrative, and the value chain that sustains African creative entrepreneurship.
Thank you for the opportunity to share my story with your platform. The question of navigating multiple creative domains is one that resonates deeply with me, as it speaks to the very essence of my artistic and entrepreneurial journey. For me, the answer lies in embracing my multi-faceted self and recognizing that all these domains are not separate silos, but rather different expressions of the same core purpose. Instead of seeing them as distinct fields, I view Visual Arts, Film & Audiovisual, and Advertising & Marketing as different languages I use to tell the same story. My work, whether it's a painting, a short film, or a marketing campaign, is always deeply rooted in my heritage as an African artist - a heritage that is ancestral, cultural, and historical. The narrative thread of my work is always consistent: it is an exploration of identity, legacy, and the rich tapestry of our shared past. The medium may change, but the message remains constant.
This approach of maintaining creative coherence provides several distinct business advantages:
By having a consistent voice and narrative across all platforms, I've been able to build a stronger and more memorable brand. People don’t come to me for a single skill; they come to me for my unique perspective and the world that I create.
My work in one domain often informs and enriches my work in another. A visual concept I explore in a painting might inspire storytelling in a film, or a marketing strategy might provide a framework for a creative project. This constant cross-pollination keeps my work fresh and allows for a truly unique form of innovation.
This multidisciplinary approach allows me to access a wider range of clients and projects. I am not limited to one specific industry, which provides greater stability and allows me to engage with a broader audience.
The decision to brand myself as an Art & Wellness Entrepreneur was a natural evolution of my personal and professional life. For me, the two fields were never separate; they are deeply intertwined, each informing and enriching the other. My artistic practice, which is rooted in ancestral and historical narratives, is inherently a form of wellness. It's a process of self-discovery, healing, and expression that goes far beyond the canvas or the gallery wall.
The meditative, intentional process of creating art-of being a 'slow and conscious' artist, is the very same principle that underpins our mindfulness and art therapy sessions at The Space Between AUM. Art becomes a tool, a non-verbal language, through which individuals can process emotions, confront internal chaos, and reconnect with their authentic selves.
The gallery space is not just for viewing art; it is a sacred space for transformation, a physical manifestation of the journey that both artists and participants take. We have been able to unlock new revenue models that go beyond traditional art sales. We offer curated experiences that combine art exhibitions with guided meditation, art therapy, and wellness sessions. This creates a more holistic and engaging experience for our clients, who are not just buying art but investing in their own well-being.
Corporate companies are increasingly looking for unique ways to support the mental health of their employees. Our model provides a perfect solution, offering bespoke workshops that use creative expression to foster team-building, reduce stress, and spark innovation.
We’ve expanded our offerings to include products like the indigenous energy tea from our site, which bridges the gap between the physical art and the metaphysical practice of wellness. This allows us to create a cohesive brand ecosystem that offers both experiences and tangible goods.
The decision to create a physical space like ‘The Space Between AUM’ was a deeply strategic and intentional one. While my career has thrived in the digital and global realm, I recognized that a purely digital presence, while expansive, can often feel disembodied. Art, at its heart, is a visceral, communal experience. We need spaces where we can connect with the art, the artists, and each other on a tangible, human level.
The strategic intent was to bridge the digital with the physical, creating a sanctuary where a slower, more intentional engagement with art and wellness could truly take root. The Space Between AUM’ is a physical manifestation of my brand's values. It’s not just a place to buy art; it's a place to experience the art, participate in wellness workshops, and engage in meaningful dialogue. This creates a far more loyal and emotionally invested community than a digital platform ever could. The space is a hub for artists and the community to come together.
This physical proximity allows for spontaneous and meaningful collaborations that often lead to groundbreaking work. The gallery acts as a living laboratory where we can test new concepts, host pop-up exhibitions, and co-create with other artists and brands, all of which contribute to a dynamic and constantly evolving creative output. For too long, the value of African art has been dictated by a system that often sidelines the artist. By creating our own physical space, we take control of the entire value chain—from creation and curation to exhibition and sale.
This direct-to-consumer model ensures that artists, especially emerging African artists, are properly valued and compensated for their work. Owning different parts of the value chain is not just a business advantage; it is a necessity for the security of the African art legacy. It moves the power from gatekeepers to the creators themselves. It's about building a system that is not only economically viable but also culturally sustainable.
The key has been to treat the digital and traditional spaces as two different but equally important parts of a single ecosystem.
My digital presence is the engine of discovery and community-building, while the traditional validation of the fine art world provides the critical framework of credibility and legacy. Platforms like my Instagram and website serve as my primary studios and showrooms.
This is where the public engages with my artistic process, where I share the story and intention behind my work, and where I've been able to build a community that is deeply invested in my practice. The strategy here is not about chasing fleeting trends, but about consistent, authentic storytelling that humanizes the artist and invites the audience into the conversation.
The cultivation of critical validation, however, happens within the traditional fine art ecosystem. This is where I engage with gallerists, curators, and collectors. It’s a space where a painting is not just a digital image, but a tangible object with a history and a future. My strategic intent has been to use my strong digital brand to get the attention of the right people in the traditional art world. I am not asking for a seat at the table; my digital presence and the community I’ve built make it clear that the table needs to be expanded to include me.
The validation of gallery exhibitions, press coverage in respected publications, and private collector interest then serves as a powerful feedback loop, lending weight and gravitas to the work that is then amplified across my digital platforms. The traditional art world has often been an opaque, slow-moving gatekeeper. By building a direct connection with my audience online, I bypass that system while still earning its respect.
The success of my digital brand makes me a more attractive prospect for a gallery, and the validation from a gallery strengthens my digital brand. This synergy not only secures my own legacy but also provides a blueprint for other African artists to unite and take control of their creative and economic destinies. It's about empowering ourselves to build a new system that serves the artist and protects the rich legacy of our collective cultural heritage.
My background as a hockey player is the very foundation of my entrepreneurial mindset.
The intense, fast-paced, and strategic nature of competitive sport has given me a unique lens through which to view the creative economy. I've found that the disciplines required to succeed on the field are remarkably similar to those needed to navigate the business side of art. In hockey, you can't just show up on game day and expect to win.
Success is the result of countless hours of practice, conditioning, and repetition. I've applied this same discipline to my creative business.
It's the daily practice of creating, the consistent effort to build my brand online, and the meticulous attention to detail in managing my multiple revenue streams, from art sales and workshops to brand partnerships and wellness programs. Consistency, in both sport and business, is the true differentiator. Hockey is a game of strategy.
You have a game plan, but you must be able to adapt in real-time to your opponents' movements. In the creative economy, my business plan is my game plan. I know where I want to go, but I've learned to be agile and responsive to market shifts.
The ability to pivot and see a new opportunity, such as a corporate wellness program or a physical space, and quickly adapt my strategy is a direct result of my training in the field. A hockey team is only as strong as its weakest link. We learned to trust each other, to communicate, and to play to our collective strengths. I’ve carried this lesson into my business. I'm not a lone wolf; I am the leader of a team. Whether it's the artists I represent at The Space Between AUM, the marketing professionals I collaborate with, or the community I’ve built, I understand that true success comes from building strong alliances and fostering a collaborative spirit. By working together, we can achieve far more than any one of us could alone
The traditional art residency model can be reimagined as a "wellness residency" that combines artistic creation with indigenous healing practices.
This goes beyond a simple retreat; it’s a fully immersive experience that integrates art therapy, traditional African plant medicine, ancestral storytelling, and mindfulness.Partnering with institutions and wellness centers in the diaspora to create reciprocal exchange programs.
This strengthens the global African art legacy. It allows artists and wellness practitioners to share their knowledge and build new networks, while also bringing international visitors to Africa who are seeking authentic, healing experiences.
Owning the physical residency space is key. This model disrupts the old system by providing artists and healers with a self-sufficient ecosystem, free from traditional gatekeepers. It ensures that the creative and economic value stays within the community. The wellness tourism market is booming, and Africa is perfectly positioned to capitalize on it. However, the current model often focuses on safaris or generic spa treatments.
There is a huge opportunity to work with tourism organizations to create unique, high-value packages that fuse cultural immersion with wellness. Partner with luxury lodges and eco-tourism companies to offer curated "Healing Journeys" that include art workshops, traditional music and dance, and sessions with local healers. This provides a more meaningful experience for the tourist while also showcasing the richness of African culture and creating new revenue streams for local communities.
Collaborate to develop "Art & Wellness Routes" across the continent.
For example, a route could link up different artists, galleries, and wellness centers across Africa, offering tourists a cohesive and enriching journey that supports local economies at every stop.
By digitizing and documenting indigenous knowledge and creative practices, entrepreneurs can protect this heritage and create intellectual property that can be monetized ethically.
This ensures that the legacy of African art and healing is preserved and shared on its own terms. This knowledge can be translated into modern products and services, from art therapy kits and guided meditation apps to ethically sourced botanical remedies and wellness products.
This creates new revenue streams that are directly tied to the unique cultural heritage of the continent.
The first and most critical thing I look for is a shared ethos. My work is deeply rooted in African ancestry, cultural legacy, and a commitment to wellness and conscious living. I need a brand partner whose values are not just a marketing tagline but are genuinely woven into their business. A brand that is committed to sustainability, ethical sourcing, social impact, or a progressive, inclusive vision of the world is a brand I can build with.
This alignment ensures that the collaboration is authentic, credible, and resonates with my audience on a deeper level. It's not about a simple endorsement; it's about a shared mission. I am not looking for a one-off transaction. I look for partners who are interested in a long-term relationship where we can grow together.
This means the partnership should provide opportunities to co-create something truly innovative. Can we develop a limited-edition product line that fuses their expertise with my artistic vision? Can we collaborate on a new content series that explores the intersection of art and wellness? These kinds of projects leverage the unique strengths of both parties.
This approach disrupts the old system by treating the artist not as a vendor, but as an equal and invaluable creative partner. Beyond just money, a partner can provide access to their professional network, marketing expertise, or technological resources that would be difficult for me to acquire on my own.
My philosophy is born out of a deep-seated frustration with a system that has historically undervalued and disenfranchised African artists. The traditional secondary market often operates as an extractive system. An artist sells a work once, often for a fraction of its true value, only to watch it appreciate exponentially over decades without any participation in its rising value.
This model treats the artist's work as a one-time product rather than a continuous expression of their creative life and legacy. While VARA is a U.S. law, its underlying principles are universal and exist in similar forms in other jurisdictions through the concept of 'moral rights.' VARA gives an artist the right of attribution (the right to claim authorship of their work) and the right of integrity (the right to prevent intentional distortion, mutilation, or destruction of their work).
This allows us to challenge the idea that art is just a commodity. It's a piece of our history and our soul, and we have a right to protect its integrity. This provides a blueprint for other African artists and entrepreneurs to collectively build a more equitable and sustainable ecosystem. It moves the conversation from one of 'passion' to one of 'power' - the power to control our narratives, protect our creations, and secure our cultural and economic futures for generations to come.
What is the single most important mindset shift a young creative must make to transform their passion into a prosperous and sustainable career?
The single most important mindset shift a young creative must make is to stop thinking like an artist and start thinking like a CEO. This doesn't mean you should abandon your passion or artistic integrity.
On the contrary, it means you must apply the same dedication, discipline, and strategic thinking you pour into your art to the business that sustains it. The "CEO mindset" is about recognizing that your creative practice is a business, and you are its leader. Instead of waiting for opportunities to find you, a CEO actively seeks to build a network of collaborators, partners, and supporters.
They understand that a sustainable career isn't built alone; it's built within a supportive ecosystem. While your art will always have personal meaning, a CEO understands that to be sustainable, it must also create value for others. This can be economic, cultural, or spiritual value, but it must be tangible. This mindset allows you to identify and monetize new revenue streams, from selling prints and workshops to offering creative wellness services.
The traditional model of giving away work for "exposure" is a trap. A CEO understands that their time, talent, and energy are their most valuable assets. They are strategic about where they invest these assets, ensuring that every collaboration and project contributes to their long-term growth and financial security. Embracing the CEO mindset empowers you to take control of your career. It transforms you from a passive participant in the creative economy into an active, strategic force who can not only create beautiful work but also build a prosperous and sustainable legacy.
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My ultimate vision is to see art and wellness become cornerstones of a new, resilient, and prosperous Africa. This isn't just about economic growth; it's about a holistic redefinition of what prosperity means for the continent.
Art and wellness, when fused, can be the engine for both a thriving creative economy and a deeply healed and empowered society. I see a future where art is recognized not just for its aesthetic value, but as a primary tool for collective healing and trauma-informed care.
Africa has a rich, often painful history, and the emotional scars of colonialism, apartheid, and conflict are still present. Art can provide a non-verbal language for communities to process trauma, reclaim their narratives, and foster a shared sense of identity and purpose.
My vision is for art therapy and creative wellness to be integrated into our social fabric, from schools to community centers, making mental and emotional well-being a communal, creative practice. My vision for a prosperous Africa is one where artists are not reliant on a fragile, external system.
It's an Africa where we own the value chain - from the creation and curation of our work to its exhibition and sale. This means we're not just creating art; we're building the infrastructure that sustains it. Artist-owned residencies and galleries that serve as hubs for creation, collaboration, and commerce.
Cultural exchange programs across the continent and with the global diaspora allow for the free flow of ideas, talent, and resources. Strategic partnerships with tourism organizations to create high-value, authentic wellness journeys that are a powerful alternative to generic tours.
These partnerships will ensure that the economic benefits of tourism stay within our communities, directly supporting the artists and healers who make these experiences so unique.
I see a future where our ancestral wisdom is not just preserved but is a driving force of innovation. Africa holds a vast, untapped library of indigenous knowledge, from plant medicine to spiritual rituals. My vision is to see a new generation of African entrepreneurs who, with respect and integrity, fuse this ancient knowledge with modern business models.
This creates products and services that are both economically viable and culturally resonant, allowing us to export our unique heritage to a global market that is hungry for true connection and genuine well-being.
It's about changing the narrative from one of competition to one of collaboration. When we, as artists and entrepreneurs, unite, we can build a resilient ecosystem that protects our legacy and empowers every creative.
Follow her journey.
content credits belong to the talented artists featured. All images © their respective owners.