HAVING handed over the reins of her beloved business earlier this year, Keedo’s founder, Nelia Annandale, today announced the launch of her latest venture: a contemporary abstract art collection called Petrichor.
As the founder of the highly successful children’s clothing brand, Keedo, Nelia’s passion for investing in children and nurturing the planet over the last three decades has allowed her to channel her creativity through the popular designer clothing line for many years. Now she continues to follow this passion, taking a bold step forward by embracing her innate artistic spirit.
However, life’s unexpected turns often lead us down new and transformative avenues. This shift to meaningful art has been formulating for some time but was spurred forward by a devastating fire at the Keedo Paarden Eiland warehouse at the end of 2022.
As a result, she was drawn to the concept of petrichor. “Petrichor is the word used to describe the smell of rain after a long drought. To me, this epitomises not only the devastation of the fire, but also the beauty that can emerge from the ruins,” confirms Nelia. As a full-time artist, she channels her vast life experiences, entrepreneurial acumen, and passion for purposeful expression into her vibrant and thought-provoking artwork.
It is apt then that Nelia’s first collection, Petrichor, is a powerful embodiment of the delicate balance between chaos and harmony, destruction, and renewal. Each brushstroke tells a story of resilience, hope, and the metamorphic power of embracing change.
By transitioning from entrepreneur to artist, Nelia continues to fashion our future, albeit through a different medium. Her purposeful works invite us to pause, reflect, and connect with the profound and cathartic messages they convey. Through her art, she both encourages and embraces the boundless potential for positive change within ourselves.
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