Next up for my series with local book distributors is Nonkululeko Magi-Africa, managing director of Afrokulcha online shop. We have met at various book events over the years and I’ve always admired her for the contribution she makes in the literary space through Afrokulcha. A woman of class and style, who is well-traveled in the African continent through Afrokulcha’s sister company Afrokulcha Travel.
Tell us about who you are, what inspires you and how did you get into the book selling business?
Nonkululeko Magi-Africa: I am Nonkululeko Magi-Africa, managing director of Afrokulcha. An online shop selling African inspired products. I started selling books, because I love reading & I grew up around books, my parents encouraged me to read a lot, later in my older age, due to frustration from lack of access to African books and my failed attempt to find certain books and general scarcity of African literature, I decided to source African books written by black people and sell them.
Tell us more about your store, including its history and areas you focus on/location. Also, what types of books does your store stock and specialize in?
Nonkululeko Magi-Africa: The store was established 5 years ago and specializes in African books, different genres, books specifically written by black Africans from the continent. You can buy online www.afrokulcha.co.za or visit us at our showroom in Morningside.
Who is your market? Who contacts you for a sale/the people who buy from your online profile?
Nonkululeko Magi-Africa: My target market is the professional who is an avid and/or aspiring reader but has no time to go to a bookshop, the one who prefers the convenience of buying online.
What is it that you love about your work with books?
Nonkululeko Magi-Africa: I love what I do. I have infused my hobby (reading) with my passion for business. I love recommending books to my customers and encouraging those who aspire to read more on where to start and how to read more books. And encouraging parent readers to build a library for the children & grandchildren. There is nothing I can think of that I don’t like.
What are the challenges you’ve gone through in the time you’ve been operating? What characteristics do you think one has to have to run a successful book business?
Nonkululeko Magi-Africa: Business in general is challenging. Running a retail business needs cash flow because you need to have stock in order to have something to sell. It is important to always have funds to hold stock and to pay your debtors. As a business person, you need to be proactive, systematic and be bold & courageous. And always sell your brand for people to remember it.
What sets you apart from other local book distributors?
Magi-Africa: Afrokulcha holds a large stock of African books, varying from different genres (fiction & non-fiction, biographies, politics, memoirs etc.) with a special collection of African writers from the diaspora. We are an online shop that delivers books within 48hrs of purchase online.
What lessons have you learnt from book selling in South Africa?
Nonkululeko Magi-Africa: The biggest lesson is, the more I read, (knowing your product), the better the sales. I encourage my staff to read books and I also read at least 2-3 books every month. It’s always important to keep abreast of new books and read them so you can market them better.
Which book has sold way past your own expectations?
Nonkululeko Magi-Africa: The Polygamist by Sue Nyathi is still the fastest selling book since I started the business.
Why is it important to support self-published authors in your business?
Nonkululeko Magi-Africa: We love to support self-published authors, its important as we grow at Afrokulcha to help others grow and to market the less marketed books in the industry.
What in your opinion due to your book sales is the appetite for South African fiction currently?
Nonkululeko Magi-Africa: Customers love SA fiction and it is selling well. This is because it is relatable as the stories are closer to home and we are seeing a lot of women authors who are writing great fiction books.
Social media where you prefer to be reached on?
Nonkululeko Magi-Africa: Facebook: Afrokulcha
Twitter: Afrokulcha
Instagram: Afrokulcha
Website: www.afrokulcha.co.za/ Email: info@afrokulcha.co.za
Afrokulcha has a 20% off on all books from today till Monday, 9 September 2019 to close off National Book week so get clicking! (Use code: bookweek1 at checkout).
