Q&A: Birthday photograph inspired a business idea

Meet Chiedza Vushe, the founder of FineApple Pixels also known as FineApp.

You won a Western Cape Innovation Award. Were you surprised and what does it mean to you?

I was genuinely surprised! Winning the Western Cape Innovation Award really felt like a huge nod of recognition that I wasn’t necessarily expecting. Often when we talk about innovation, people think immediately of high-tech, scientific breakthroughs or deep technical research. But for me, this award is a powerful reminder that innovation can also thrive in the creative space especially in an industry like ours, which is all about unlocking and amplifying creative potential.

What it means to me personally is quite profound. It’s that validation that the work I’m doing is seen and appreciated. When you’re building something new, especially in the creative industry, you often wonder if people notice or if it’s making a difference. This kind of recognition is a huge motivator. It tells me and hopefully other students or young entrepreneurs who see my journey that creativity is just as worthy of being celebrated. It pushes me to aim higher and do even more.

And on a broader scale, it’s also a reminder that there’s room for innovation in every field. Our business is all about harnessing creative talent and providing a platform for it, and seeing that effort acknowledged in this way is deeply meaningful. It’s an affirmation that creativity and innovation aren’t separate they’re intertwined, and that’s something I’m really proud of.

Your company looks to unlock creative potential generally, but it appears to have a photographic emphasis. Is that correct? Could you briefly summarise the business idea?

The company started from my journey as a self-taught student photographer, doing small shoots while studying. I quickly saw that many other students also had creative skills and were looking for ways to earn flexible income. So what began as a small photography outfit grew into a wider creative network, expanding into videography, graphic design, website design, and content creation.

Photography is still at the heart of what we do, but the vision is much bigger we’re building a onestop freelance platform for all creative services. The goal is to create real opportunities for young creatives while giving clients a single place to find everything from photographers to designers.

Step by step, we’re working toward becoming the go-to hub for creativity in our region and
beyond.

How did it come about? Can you recall a specific moment that inspired your business?

I always say this story and it does sound a bit crazy, but it’s honestly how everything started. There was this one moment that really sparked the whole idea. I was planning my own birthday, and I just wanted a photographer who was affordable because, well, I was a student on a tight budget. I couldn't find anyone who fit that criteria everyone was either fully booked or just out of my price range. And I remember thinking, “Well, if I can’t find someone, maybe I’ll just become that person myself.” It was a kind of wild, child-like confidence that made me believe I could just pick up a
camera and figure it out.

And that’s exactly what I did. I bought a camera, taught myself photography through YouTube, started offering to take pictures for free for my friends and people in my residence at Stellenbosch University, and it just took off from there. Word of mouth did wonders, and soon I had more and more people asking me to shoot their events or birthdays.

But here’s the thing: as I started doing more of these shoots, I realized there was a lot more to it than just taking pictures. I had to learn to communicate with clients professionally, create invoices, and handle all the business aspects that come with even a small photography gig. It wasn’t just about showing up and shooting it was about managing a mini-business.

That was the moment I realized how many other young creatives might be in the same position. They have the talent but not necessarily the resources or the business know-how to turn that talent into something sustainable. That’s what inspired me to build a platform that could empower young creatives like me. It’s about giving them the chance to focus on their craft while we help handle the business side.

So that’s really how it all came about from a personal need to a realization, to a mission to empower others. And that’s the heart of our business idea.

And what inspired your study choice?

Well, I’ve always had a deep love for science and math those subjects were definitely my happy place in school. Physics and math always clicked for me, and I knew from pretty early on that I wanted to be an engineer of some kind. The tricky part was just figuring out which kind of engineering would be the right fit. I definitely knew some fields weren’t for me like chemical engineering, for instance so I started ruling out options until I landed on something that sounded both intriguing and aligned with what I enjoyed.

Data engineering at Stellenbosch was relatively new at the time, and honestly, I didn’t have a full picture of what it was at first. I just saw that it involved computers and engineering principles, and since I liked working with technology, it felt like a natural fit. I put it down as my first choice when I applied, almost on a leap of faith after watching a few YouTube videos about what data engineering might entail.

Once I actually started studying it, I realized it was a lot more complex and diverse than I’d initially imagined. But that turned out to be a good thing. I found that I really enjoyed working with data, exploring how to visualize it, analyze it, and even be a little creative with it. There’s a surprising amount of creativity in how you can approach data problems, and I love bringing that side of myself into my studies.

So in the end, it wasn’t a lifelong passion from the start it was more of an evolving journey. I knew I wanted engineering, and I discovered along the way that data engineering had the right mix of technical challenge and creative possibility for me. And that’s how I ended up here!

Tell us a little about yourself. Did you have a mentor growing up who encouraged your entrepreneurial spirit?

So growing up, I wouldn’t say I had a specific mentor who directly encouraged my entrepreneurial spirit in a formal way. Instead, I think the biggest influence was my parents and the way they nurtured this kind of boundless optimism in me. They always made me feel like anything I wanted to try was possible. If I said, “Hey, I want to do this,” their response was always, “Yes, you can.”

As a kid, I was really into all sorts of things science projects with my dad, drawing, singing, dancing, just experimenting with creativity in any form. My dad especially was this eternal optimist who’d always have these wild ideas even now in his 60s, he’ll come up with something new and just go for it. I think that really rubbed off on me. He believed in me, and that helped me believe in myself.

As I got older, I started diving into podcasts and articles about entrepreneurship, and that’s where the entrepreneurial spirit really started to take shape. But the foundation was always that sense of “you can do it” that my parents instilled in me. So while I didn’t have a formal mentor, I had a really supportive environment that let me keep that childlike optimism alive. And that’s been a huge part of my journey.

What to you is the most important ingredient when it comes to innovation and starting a business?

I truly believe the single most important ingredient in innovation and starting a business is courage. And by courage, I mean the bravery to actually begin and the tenacity to keep going. Anyone can technically start a business it's as simple as declaring you have one and maybe creating a LinkedIn or Instagram account for it. But the real magic ingredient is the courage to take that first step and then the next.

Starting is often the hardest part because it means overcoming self-doubt and that little voice that says, "What if I can't do it?" It's the courage to start that sets innovators apart. And then, once you've started, it's the courage to keep going, to stand by your vision even when things get tough or when others don’t immediately see it.

When I look at some of the greatest innovators, it's clear they had that courage to persist and hold on to their ideas until they became reality. So in my view, the number one ingredient is courage: the courage to start, the courage to continue, and the courage to hold on to your vision no matter what.

Is your business at least partly prompted by the current digital revolution that allows most people the access to digital cameras (on their phones) and AI functionality?

Definitely! The digital revolution plays a huge role in what we do. We’re in a time where almost everyone has access to a decent camera right in their pocket, thanks to smartphones. And that’s changed the game because it’s created a massive demand for visual content. Companies that never thought they needed an online presence now want to be on social media, and individuals are constantly sharing their lives and stories visually. That naturally boosts the need for creative services like photography, videography, and design, which is where we come in.

In terms of AI, I’d say it’s more of a helpful tool than a core driver for us right now. AI can certainly help optimize processes, make editing more efficient, and streamline certain tasks, especially in fields like graphic design or maybe some aspects of content creation. But at the end of the day, the creative vision and the human touch are irreplaceable. People still value real, authentic experiences. They want to see genuine photography and creative work that reflects a real person’s perspective.

So while the digital revolution has definitely been a big boost for us, and we’re open to AI as a tool to make things easier, we don’t see it replacing the core creativity that drives our business. It’s really the human element that makes our work special.

Am I correct that you are specifically targeting the youth, and students in particular? Is there huge anxiety about unemployment among the youth?

Yes, you're absolutely right. Because of where we started right in a university environment the business naturally began with a strong focus on students and youth. Over time, we’ve expanded to include the broader youth community around us, and while we welcome everyone, there’s definitely a core mission to address the concerns that young people face, especially around unemployment.

There’s a huge anxiety among young people about finding jobs. Even those in fields like engineering, where you’d think the path is more straightforward, still worry about whether they’ll actually be able to secure a job. It’s a real and pressing concern. So part of our goal is to give young people a sense of security by showing them that they can develop valuable skills outside of traditional career paths.

We want them to know that whether they’re doing this part-time as a side hustle or considering it full-time, there’s a place for them in the creative industry. Freelancing can be a viable option and a way to monetize their skills, and we want to create a platform that makes that more accessible. In many Western countries, freelance work is a big part of the economy, but in South Africa, especially in the creative space, it’s still growing. We’re here to help fill that gap and provide a space where young people can see a real path forward, feel valued, and actually make a living doing what they love.

How did you experience the whole process of starting your own business? What did you learn from this? Was the University an enabling environment?

Starting a business has been one of the most challenging but also most rewarding journeys I’ve been on. It’s very different from the more traditional path of studying towards a degree where you’re being trained for a profession step by step, with internships and coursework preparing you along the way. With entrepreneurship, there isn’t really a manual you have to figure things out as you go.

Coming from a technical background in engineering, I didn’t have the business knowledge at first. I had to teach myself a lot everything from understanding finances and client relationships to immersing myself in the creative industry, which wasn’t originally my space. A lot of that learning only came through experience, and sometimes through failure. One of the biggest lessons I’ve learnt is to become comfortable with failing, because failure can be one of the most powerful
teachers.

Along the way, I also realized that it’s not enough to just focus on the end goal you have to fall in love with the journey itself. The process has exposed me to incredible opportunities: networking with different people, working with an amazing team, and even shaping something as intangible but important as company culture. I’ve been very intentional about building a culture that is authentic, supportive, and collaborative, because if you don’t consciously shape culture,
something forms subconsciously, and that can be risky.

Through this experience I’ve learnt life lessons about resilience, balance, leadership, and listening. Balancing studies, business, and life hasn’t always been easy, but it’s taught me to manage stress and pressure. Leading a team has taught me to be decisive but also to value listening because people around you carry so much wisdom if you take the time to hear them.

And yes, the University was absolutely an enabling environment. Stellenbosch University is very pro-entrepreneurship and has created spaces and programs that encourage student founders, which I’m grateful for. Their support has been a key part of my journey. At the same time, I think there’s always room to do more to support non-academic businesses started by students, but the foundation is definitely there.

Do you believe more can be done to support startup businesses? Any particular ideas how this could be made easier (based on your own experience)

Yes, I absolutely believe more can be done to support startups. From my experience, too much emphasis is placed on who gives the most polished pitch or who can speak most confidently in five minutes. While communication is a valuable skill, I don’t think it should be the main factor that determines which founders receive opportunities. At the end of the day, we’re building businesses, not just selling ideas. Real support should look deeper into the substance of what
entrepreneurs are doing and the problems they are solving.

I also think the startup ecosystem is very focused on the tech space, especially now with the AI wave. Of course, AI is important, but not every meaningful business is an AI business. There are so many other industries like the creative economy that are often overlooked. For example, in my own journey, we’ve never received funding, and yet we’ve managed to build something impactful from nothing. I believe more intentional funding programs should exist for industries outside the mainstream spotlight, so that student founders and creative entrepreneurs have the chance to
thrive too.

Beyond funding, there should also be more learning-focused support. As a student, I can access internships to grow as an engineer, but there are very few spaces to grow as a founder. Workshops are useful, but what would make an even bigger difference are mentorship programs, opportunities to shadow experienced entrepreneurs, and real communities where student founders can learn from one another. Startups don’t just need financial capital they need talent development, guidance, and intentional environments where they can build sustainable businesses and strong cultures.

Things are moving REALLY fast with AI. Do you foresee entirely new categories of work arising from new digital technology?

Yes, I definitely believe entirely new categories of work will arise as AI continues to evolve. What excites me most is that AI is going to make creativity more valuable than ever before. Anyone can use a tool, but what will set people apart is how creatively they use it the way they frame problems, the way they prompt, and the unique ideas they bring to the table. In many ways, creativity will become the new currency in the AI era.

For us, that aligns perfectly with our business model, because we’ve always been about unlocking creativity. I’m very pro-AI, I don’t see it as a threat, but as an opportunity to optimise the creative industry and make our lives better if we use it wisely. The rise of AI won’t diminish creative work; instead, it will expand the possibilities and create entirely new categories of jobs that we can’t even fully imagine yet. And for creative people, that can only be an exciting future.

What is your ultimate ambition?

My ultimate ambition is to build meaningful businesses that create opportunities, especially for overlooked communities, while leaving a positive impact on the world. I see myself staying in the entrepreneurial space, and I’d love to find ways to bring my engineering background into that journey as well.

How is the business doing? It's a difficult economy right now, but do you feel poised for growth? Did exposure from the award help at all?

Right now, I’d say the business is doing well for a student-led company, but compared to full-time startups, we’re still in that transition stage. Our biggest focus is breaking out of being seen as just a “student business” and growing into a fully scalable startup that can create real employment opportunities. The economy is tough, and entering a space where you’re competing with people who have decades of experience is challenging, but it’s also motivating it pushes us to grow, stretch ourselves, and take the next step.

The exposure from the award was definitely valuable. It brought attention to what we’re doing and validated that businesses like ours have a place in the market. But at the same time, growth takes more than recognition it takes time, hard work, and building a sustainable model that can generate revenue and support the team. My goal now is to move beyond the MVP stage and position the business as a strong competitor in the creative services space, ultimately scaling towards the vision of becoming Africa’s leading freelance platform for creatives.