At 60, Miranda Reeder CA(SA), the founder of NetDécor, exudes a passion for life and business. Recently, she returned from a celebratory trip to Zanzibar with her husband marking a milestone birthday of a close friend. Reflecting on her dynamic career, Miranda’s journey − from a young chartered accountant in the early 1990s to a seasoned entrepreneur − has been marked by reinvention and an unwavering commitment to innovation. Miranda shares her inspiring journey of entrepreneurship.
Born in Wales, Miranda moved to South Africa at a young age, where she spent her formative years. Her entrepreneurial spirit emerged early − while studying at Wits University, she co-launched a perfume business
with a friend. ‘We made a lot of money!’ she laughs, noting that her interests in beauty, cosmetics, and
décor were evident even then.
During her time at university, she also met her husband, Gabriel Reeder, a fellow CA(SA) and now the Managing Director of Invest in Africa Holdings (Pty) Limited.
She credits her chartered accountancy qualification with providing a comprehensive understanding of
business operations.
‘As a CA, you have the ability to see the business as a whole and get it off the ground or fix what is broken − whether it’s décor, perfumes, or major IT projects,’ she explains.
CORPORATE FINANCE TO CREATIVE VENTURES
Miranda’s career began in corporate finance at EDCON in the 1990s. She then moved to ISG’s head office
(now IBM) and assisted the facilitation of IBM’s return to South Africa. Whilst she was working full time, her entrepreneurial drive led her to identify a gap in the cosmetics market, prompting her to launch a Clarins beauty salon in Pretoria on the eve of her 30th birthday. After being offered a position with IBM in London, she successfully sold the salon and she seized the new opportunity in London.
Over the next 35 years, Miranda worked in corporate finance for leading multinationals across South Africa, Europe and the United States. Her roles at companies such as IBM, EDS, ISG, and EDCON included managerial and executive positions. However, she always sought creative outlets, including a role at Dana Perfumes in London, where she thrived in the cosmetics industry.
‘Flying across Europe for Dana Perfumes was one of my favourite stints,’ she shares. This exciting chapter ended abruptly when the company’s owner passed away, prompting Miranda to transition to Electrical Data Systems based in London. Her European financial role resulted in extensive travels throughout Europe and the USA.
Eventually she and her husband relocated back to South Africa, where she worked as a business rescue
and turnaround consultant for a number of years.
FOUNDING NETDÉCOR
While living in London, Miranda observed the burgeoning e-commerce sector and envisioned its potential in South Africa. In 2012, she launched NetDécor, an e-commerce platform specialising in décor accessories for the public and interior design professionals. Today, NetDécor has established itself as a leading online décor retailer with a global clientele.
The platform’s success is evident: in 2016, NetDécor was sponsored by the Department of Trade and Industry (DTI) to showcase at 100% Design UK in London and continues to be sponsored by the Italian Chamber of Commerce for Milan’s HOMI Fair. Beyond retail, NetDécor has supplied décor to prestigious five-star hotels and lodges in Southern Africa, as well as movie sets, including 1923 Yellowstone series (Cape Town and Natal Midlands) and the latest Mission Impossible (Hoedspruit).
With a growing online presence, the brand boasts over 92 000 Facebook followers, 18 000 Instagram followers, and a very large email database.
Through her entrepreneurial journey and passion for décor, Miranda Reeder has not only built a thriving business but also inspired others to follow their dreams, proving that reinvention and resilience are the keys to long-term success.
LOOKING AHEAD
For 2025, Miranda’s ambitions are clear: ‘I am always looking for unique product offerings for my clientele and expanding into new markets. This year, I’m focused on growing our business in the Middle East, particularly Saudi Arabia.’
Advice for aspiring entrepreneurs
Miranda’s advice to budding entrepreneurs
is rooted in her own experience:
- Have a solid idea and conduct a thorough SWOT analysis of your potential business.
- Surround yourself with people who have the knowledge that can assist.
- Ensure that you have sufficient funding
to get the project off the ground. - Estimated start-up businesses take
longer to establish than anticipated - Persevere and embrace your dream.
- Work hard, stay focused, and
- NEVER STOP pursuing your vision.
Author
Lynn Grala, Acting Editor, ASA magazine
