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From the start of this year, I knew I needed to write this blog for our 25th anniversary in November. I love writing about people and experiences close to my heart, but this time, I found it hard to start. Every time I put pen to paper, memories rushed back, and I felt a bit overwhelmed. So many moments—where do I begin?
I suppose the beginning is a good place. After finishing my studies, I worked as an executive assistant at a few corporations, organizing events and managing itineraries. Though I enjoyed aspects of the work, I felt unfulfilled. That’s when I started my first business, TSM Training Systems, providing onsite software training for company admin staff, complete with custom training manuals and rented computers. With up to 15 people in each session, it was a brave venture, but at the time, I felt I could do anything.
Still, I hadn’t found my true niche.
Around this time, my husband worked for a consultancy firm and regularly needed venues for workshops. He hired a conference organizer, and when I saw her faxes (yes how old school is that!) arriving at our home office, I thought, “I can do this!” After two months of road trips scouting venues, guesthouses, and hotels, I launched TSM Training Systems T/A Conference Complete in November 1999. Confident and eager, I started as a full-service conference organizer, not just a venue finder.
Initially, I organized events primarily for my husband’s firm. They kept me busy, and soon other corporate clients came on board. Within two years, working solo from my home office, I realized I needed help, and a year later, it was time to find office space. We moved into a shared office space in 2003, where we organized events for The Foschini Group, Mediclinic, RCS, Appletiser, British American Tobacco, Alexander Forbes, and Deloitte. My talented team members Lizelle Louw, Vidette Koffinas, and Nedene Botha were invaluable, and I’m forever grateful to them for helping the business grow.
In 2006, we moved into our own unit in Vineyard Office Estate, a proud milestone with our own signage and space to create. The business expanded quickly, adding music festivals, road shows, sports days, incentives, product launches, and family events to our portfolio. With a dedicated team of three event organizers and an office manager, we thrived.
So many “firsts” defined these early years:
Our first major pitch at RCS to organize their event, which led to a nine-year partnership. The Lagoon Beach Hotel “White Party” remains legendary in their company’s history.
Our first teambuilding event with Dynamic Group Activities evolved into full-day family events with competitions and activities.
Organizing a massive kiddies’ party on the Sea Point Promenade for Metropolitan Health Group, coordinating logistics for 700 children and their families.
A family day for Mediclinic at Durbanville Race Course, complete with food stalls, live music, and kids’ entertainment. I even found myself digging with a spade at some point (why, I can’t remember!).
An unforgettable event at Ratanga Junction, where we organized Appletiser’s year-end celebration, featuring food stalls, live entertainment, and rides.
Our first national conference for the Financial Services Board, held at Cape Sun Hotel, complete with travel arrangements, hospitality, and tours.
One especially memorable event was the 2018 International Salvage Union conference. Mark Hoddinott found us online and reached out. After some Skype calls and meetings, I was excited but nervous since we had shifted our focus to Complete Gifts by then. We showed Mark and his wife, Nicky (an esteemed UK events coordinator), the best of Cape Town and ultimately earned the contract. To this day, we remain friends on Facebook, and I treasure the memories with them.
By 2010, Conference Complete was ready to rebrand as a comprehensive event and gift specialist, birthing Complete Gifts. We added a dedicated sales role, filled by Cindy Belter in 2012. Despite my challenging Excel test during her interview, Cindy quickly proved herself, driven by integrity and work ethic. The role she played to transform Complete Gifts into the primary business was vital. Because we were running both divisions at that time, we had to onboard another employee. Jenna Scholtz joined the team in the same year.
My dad held a special fondness for Cindy. He’d often visit on Fridays, sharing tea, a ginger biscuit, and sometimes a Frank Sinatra song. These memories are dear to me, as I always wanted to make him proud.
Through tough competition, with over 950 promotional gifting companies in our region alone, I believed in making our clients feel valued. Our outstanding service and loyal suppliers ensured we maintained lasting relationships. Soon, we invested in a delivery vehicle, a Kia Soul (nicknamed Coco), crucial to Cindy’s client meetings. Clients appreciated her face-to-face approach, and this personal touch set us apart.
Our journey included large campaigns:
Shoprite’s “Big Brother” campaigns, involving branded rain jackets, silicone watches, torches, and backpacks.
Lewis Sales Agents’ packs and year-round campaigns for 4 consecutive years.
National product distributions for Lipco Law.
With each project, we tackled all aspects ourselves, from packing to sourcing, and learned valuable lessons in teamwork, margins, and meeting intense deadlines. We also moved into corporate clothing, supplying uniforms for TFG Hi and RCS Group. One of our most cherished client connections remains with Pharma Dynamics, launching new products with inventive branded items.
Our team’s camaraderie defined us. We celebrated birthdays with ziplining trips, awarded weekly trophies, and bonded over themed Friday events. Cindy’s mom would visit with treats, and Nedene’s dad once came to braai during the Soccer World Cup. I always aimed to create a caring, supportive environment where we celebrated each other’s triumphs and weathered the tough times together.
One of the traditions in the office was to ring the bell when we got a big order. I think our office neighbours got a fright each time this has happened.
Then, in March 2020, the pandemic hit, and we quickly adapted. We downsized, shifted to PPE supply, and maintained contact with clients. Cindy diligently checked in on clients’ well-being, and we stayed resilient, even upskilling through online workshops. We were sad to say goodbye to Jenna after 9 years. Despite challenges, we kept our spirits high and stayed ready for anything.
During this time, we decided to rebrand again, allowing Complete Gifts to operate independently. In 2021, Cheree Lambrechts joined the team, bringing enthusiasm and a “can-do” attitude that has become our motto. Now in 2024, our remote team of three connects daily, meets monthly, and conducts client meetings online.
Looking back, the heart of our business has always been our clients—many of whom have been with us since 1999. These relationships bring me immense pride and joy.
“Small business isn’t for the faint of heart. It’s for the brave, the patient, and the persistent. It’s for the overcomers.”
Values that guide us:
Integrity and honesty
Surrounding ourselves with like-minded people
Embracing change
Humility and gratitude for each day
A positive attitude, no matter the challenge
This blog was written by Sandra Minnaar who was told she must not write a long essay. Disclaimer: We needed to condense the heartfelt journey she was reflecting upon.
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