THE HEART BEHIND
I grew up in a small town in the countryside, surrounded by rolling hills and timeless charm. Life was simple, but it was rich with moments that sparked my imagination. Some of my fondest memories are of playing dress-up in my grandma’s closet, trying on her beautiful hats and twirling in her vintage dresses. Those moments taught me that creativity isn’t just about making something new—it’s about seeing the beauty in what’s already there and transforming it into something magical.
MY STORY
Those early years shaped me into who I am today - a grounded dreamer who finds joy in meaningful connections and purpose in making everything around me beautiful. That passion carried me through my life and career, but a few months ago, I found myself at a crossroads.
For years, I’d been working toward a dream that felt like the perfect combination of my skills and passions. But just as I was ready to take that step, an unexpected barrier appeared, forcing me to
rethink everything.
At first, I was devastated. I’d poured so much of myself into this vision, only to have it slip away.
But then I thought about the lessons I’d learned from my childhood—how challenges could spark new opportunities and how beauty could be created even in the simplest moments. I realised I didn’t need anyone’s permission to pursue my passion for creativity. I could forge my own path.
And that’s how KREATIEF was born. What started as a small idea quickly grew into a creative
consultancy dedicated to designing purposeful, beautiful experiences. From product development
and branding to interior design and creative direction, every project we take on reflects the belief that beauty has the power to connect us, inspire us, and bring meaning to our lives.
At KREATIEF, I’ve blended my lifelong love of design with my desire to foster meaningful connections.
Each project feels like an echo of those childhood days—rooted in creativity, transformation, and the
joy of making the world just a little more beautiful.
That’s the heart of what we do, and it’s the legacy I’m proud to build.
- ALIDA ALETTA THERON -
Founder & Lead Consultant
