From London Windows to Virtual Wizardry: How Storm Smith Made Her Dreams a Reality.
Our interview series kicks off with Storm Smith, one of the dynamic co-founders of Virtual PA Studio, as our first trailblazing woman in the spotlight! Before we dive into the conversation, we’re struck by how perfectly this Eleanor Roosevelt quote captures Storm’s essence: “The future belongs to those who believe in the beauty of their dreams.” It truly resonates with her vision and drive!
Tell us a bit about your professional background.
I started with a background in textile and interior design, spending a decade in London as a stylist and window dresser. When I returned to South Africa, I noticed the industry had changed, so I shifted gears and explored new opportunities. This led me into the virtual assistant world, where I offer design, marketing, and personal assistant services to high-end clients. I quickly fell in love with it, and as demand grew, the concept for Virtual PA Studio began to take shape.
Where are you based, and what do you do now?
I’m based in sunny Cape Town, South Africa. I’m fortunate to serve as the Director of Virtual PA Studio, where I work with a fantastic team of women and clients, delivering a diverse range of services.
What inspired you to start VPA?
Ever since I can remember, I’ve always dreamed of following in my parents’ footsteps and becoming an entrepreneur. Their success in business has always been a huge inspiration to me, and I knew that one day I would find the perfect opportunity to start my own venture. It wasn’t until the right opportunity came along that the idea began to take shape, and everything started falling into place. With God’s guidance and the support of my loved ones, I am now living my dream and loving every minute of it. I feel beyond blessed to be where I am today.
What are some highlights or success stories from your journey?
Meeting my business partner, Roisin, was a definite highlight. She has become the most special friend and an integral part of the company. We work brilliantly together, and I love having someone with a similar vision to bounce ideas around and collaborate with. We launched our business in the same month that COVID shut down the world. Instead of failing, we grew and thrived, becoming a successful company that weathered the storm.
Working alongside such incredible women has been a highlight and a success story for us. Without their talents, we wouldn’t be where we are today. We receive 90% of our new business through word of mouth, which shows that we are doing something right!
Are there any challenges in the industry?
The COVID-19 pandemic has made the virtual assistant industry highly competitive, with many individuals and companies offering similar services. Additionally, dealing with difficult clients can be a challenge at times. One barrier is the financial aspect with clients requesting below industry rates. VPA’s rates are extremely competitive, and our ladies are experts providing service and project excellence. If you want a Ferrari, and are only willing to pay for a bicycle, you can and will only get a bicycle.
What is your vision for the future of VPA?
We aim to remain a close-knit, family-oriented company. My goal is to stay relevant and forward-thinking, growing as needed while honouring the incredible women on our team and delivering excellent service to all our clients. We strive to be a force for positive change and make a meaningful difference.
What trends are you seeing in virtual assistance?
Clients are increasingly seeking trustworthy and reliable assistance. Many come to us after challenging experiences, looking for care, strong relationships, and exceptional service. I believe my team plays a crucial role in embodying our values, and as a director, I need to lead by example.
Share a fun fact about yourself that not many people know.
I’m an avid baker! Baking is my passion and my way of unwinding. I bake to share joy and create memorable moments. Homemade treats make perfect thank-you gifts—they have the power to uplift spirits, mend relationships, and with a cup of tea, they can make any problem seem smaller.
Storm’s journey is a vibrant tapestry of creativity, resilience, and entrepreneurial spirit. Her gratitude, innovation, and a touch of sweetness continue to inspire us all. Her story proves that with vision, dedication, and a sprinkle of kindness, even the toughest challenges can become a recipe for success!