Introducing Audi... LYBL Studio Co-Founder
Our LYBL boutique is curated by a mother and daughter team, Audi and Cecilia Snÿman. The Snÿman family has a deep appreciation of the effort required into crafting superior quality products that are made to last, so the two decided to collaborate with artisans and artists to create a catalogue of high-end, customised collectibles and familial favourites.
Audi, who owns an interior architecture and design studio was finding it challenging to source high-end, high-quality, decorative items that she felt comfortable including in her clients’ luxury homes – her quest was to find the types of products that could become family heirlooms, be passed from generation to generation, and that had a meaningful story to tell.
Here’s what Audi has to say…
What inspired the idea of LYBL?
“I’m always asking my clients if there are any collectibles or heirlooms that they will be bringing along into their new homes, as it is important to me that we bring parts of their family’s story, or history, into their new space – in my mind it feels like a root, or a golden thread that weaves together the various chapters and generations of their life stories across homes, provinces, countries and even continents. At the same time, I always try to incorporate something new, which has the potential to be part of the golden thread moving forward.
“My challenge was then finding those superior quality manufactured items, that I know will stand the test of time, and life… so together with Cecilia, we decided to take destiny into our hands, and the idea of LYBL was born.”
Why is LYBL important to you?
“It’s something that I have wanted to do for many years! I’m passionate about nurturing the intentional act of collecting valuable treasures (be this financial or sentimental value) and at the same time showing people the real value that lies in what they already have. I want ‘old’ things to bring value to contemporary times. I’ve lost count of the number of people I have stopped from throwing out magnificent pieces just because they are ‘old’ and had not been cared for well.
“I get a thrill from the education journey that so often ends in a deep appreciation of a family heirloom or collectible and gives the item its own stage on which to shine. This item can be a dressing table, some needlework, a tapestry, a piano, a work of art, a chandelier, silver cutlery, an antique dinner set, a sugar spoon, a wedding dress… – it is something tangible that resonates your past in some way, and evokes good memories that elicit warmth, love and connection.
“Good quality is so important to me, and the concept of less is more resonates with me on a number of levels – less has a lower impact on the environment, less means that you are investing what you have in the very best; and less allows space for growth meaning you can add new things as you travel and journey through life.
“The process of establishing LYBL and everything that this entails has also reminded me that in order to be creative you have to feed yourself and spend more time in other creative and more relaxed environments, and this has given me the opportunity to do so, as well as work closely with my daughter.”
What has it been like working with your daughter?
“It’s wonderful – she brings a fresh outlook and a modern twist; her suggestions are sometimes more practical, and I appreciate a younger person’s view. It is a blessing and an honour, and I’m thankful for this opportunity to work with her – I realise there are not many moms and daughters who have the opportunity to do this, so it really is special to me.
“When our daughters were little, we had to bargain with them to visit art galleries, concerts, antique shops etc. The deal was that if they were good, my husband and I would take them to a playpark or to have an ice cream after. Now the tables have turned, and my husband and I are dragged all over. We are the ones who now patiently wait while they appreciate and explore.
What does it mean to you, to be entrepreneurial in South Africa today?
“I think it is essential – there are just too many people in the job market, and I would encourage people to be brave and to take that step and try something entrepreneurial. My father laid foundations when I was a child; he taught me to understand working with money and base costs; to finish what I started; and to be proud of my accomplishments. As parents Jan and I have passed on a lot of these lessons and supported our daughters in their various endeavours – the two could probably write a book on their various adventures, near mishaps and milestones.
“From selling dried strawberries door to door, to establishing a successful boutique baker jewellery, an artisanal jewellery house, to an on-line collectibles boutique… we’ve admired their hard work and effort, watched their confidence grow, strengths develop, personalities bloom, and we are very proud of the success of their various small businesses.”
What do you feel sets LYBL apart?
“Each item in our collection has been made with passion. We spent a lot of time and effort looking into raw materials, timeless designs and finding the right hands to create our products. Everything is made to order and made by hand here in South Africa – they are labours of love.
“LYBL won’t suit everyone’s pockets, our range is more aspirational, and even something people can decide to save for. We do not do mass production and are proud of every item (and artist) in our catalogue.”
Do you consider yourself an artisan?
“I grew up often visiting my Ouma Nelie who, as many women in her generation, was a master at needlework, crocheting and knitting. She was a perfectionist and would settle for nothing less than the best – so I’d often find myself pulling out a row and correcting mistakes under her guidance. We’d work to get whatever I was working on to near perfect, save a few imperfections that gave it some character…
“Being an artisan is a proper career, and one I believe people can do well in, especially if you make things that are rare to find and cater to a market that does not want instant gratification. I had a taste of this new career a few years ago when I couldn’t find the right colour throw for the bedroom of one of my clients. I was left with no option other than to start knitting…and my client was left with a luxurious, one-in-a-million king size mustard throw.
“I have also heard it said that ten years before retiring one should start a business that will keep you busy after retirement – something to keep your hands and mind busy, and a reason to get up in the morning. Though my current schedule certainly doesn’t allow me to do much knitting, I do believe that when I retire, I will get immense satisfaction from making something special and unusual, by hand for someone who gifts themselves, or is gifted… Our dream is that our pieces are received with anticipation and joy.”