Decorex founder, Nicola Hadfied

She launched this prestigious interior design and décor exhibition in 1994, growing it over eight years into a highly respected showcase for South African and international interior designers and manufacturers. Now staged in Johannesburg, Cape Town and Durban and augmented by peripheral niche-themed exhibitions, it attracts hundreds of thousands of visitors each year.

Exports have been stimulated, and billions of rands’ worth of business generated for the country’s most creative designers and manufacturers. Each year Nicola has also given a vital and totally free platform to a selection of emerging talent from disadvantaged communities.

As an extension of her personal concern for the community, charities such as the Johannesburg General Hospitals’ Haematology and Oncology Unit for children (CHOC), the Cotlands’ Baby Sanctuary for abandoned and HIV positive babies and numerous Rotary projects have so far benefited from Decorex SA’s profits – to the extent of over R1 million.

In 2000, she sold Decorex SA to Rai BV of Amsterdam, Holland, one of the world’s largest exhibition and conference organisers, but agreed to stay on for a period as consultant.

Prior to establishing Decorex SA, Nicola worked in advertising and PR (both locally and internationally), ran her own interior design company for 15 years, handled media planning and advertising for magazines in the Perskor stable (one of South Africa’s largest publishing houses) and was involved in production and filming for SABC TV.

The media have hailed her as "Queen of the Expo industry" and praised her "guts, gumption and style". Recently the American organisation The Star Group based in Kansas City have announced Nicola as the South African 2003 recipient of the prestigious "Leading Women Entrepreneurs of the World" award.

So it is inevitable that, with her incisive marketing mind, creative skills and ability to achieve viable commercial successes, she has subsequently been approached to handle various business projects. However, she prefers to focus on a few core projects whose primary thrust reflects her initial motivation for Decorex SA – the wider promotion of South African talent in an international marketplace.

She is a much sought after public speaker – specifically on Décor and Design Trends and Business by an Entrepreneur.

Some of her most recent projects are:

The establishment in 2005 of a Décor and marketing consultancy that sees Nicola combining her décor knowledge base with her experience in strategic marketing and journalism. Her experience in media planning and strategic know-how from an advertising career prior to interior design, mean that she brings more than just decorating experience to the table, but the knowledge of how to leverage and expose it as well.

Branded her name and has started with her first range of signature jewellery bearing the Nicola Hadfield hallmark of taste, style and contemporary chic. (See Top Billing 18 June 2004)

Exclusive Décor Talks – The Latest local and International trends, how to tell the disposable from the classical, upmarket décor and lifestyle talks
Awards and honours:

One of 15 Leading Women Entrepreneurs of the World – South Africa Honoree 2003

Woman of the Year (Business Category) – Finalist 2000

50 Leading Women Entrepreneurs of the World – Nominated by Pam Golding 1999 and 2000

Silver Arrow Award for Best Exhibition – Professional Management Review (PMR Magazine) 1998

Corporate Woman Achiever – Nominee 1997

Woman of the Year – Finalist – Femina Magazine 1996

Honorary Life Member – South African Guild of Interior Designers (SAGID)