Dreams in 3D

Lumka Jordan designs interiors that are enhanced by her own homewares and fragrances.

Design Indaba Emerging Creative for 2022, Lumka Jordan started creating early – as a child, she enjoyed drawing dresses and popular cartoon characters like Goku. This evolved into drawing house plans, and Jordan began imagining better living spaces for herself and those she cared about. 

The 30-year-old Johannesburg-based creative wanted to become an architect, but her ambition was thwarted as her marks in Afrikaans were simply not high enough for her to enrol for such a degree. This didn’t prevent her from studying, however – she holds diplomas in project management and interior design, and also has a B Tech in Architectural Management. She also discovered an entrepreneurial streak and founded Dizain Pronounced, a company offering bespoke interior designs, as well as project management services to realise them, and By Miss Jordan, which produces homeware and fragrances. 

Jordan tells Design Indaba about creating people’s dream spaces, designing electronically, and the magic ingredient of family support. 

  1. Tell us about how you discovered your creativity, and what this meant to you.

I used to draw a lot as a kid, from cartoons to formal gowns, and I loved it. I also enjoyed arts and crafts, acting, poetry and choir at school. It meant a great deal because I could get into my own world and just create, forgetting some things happening around me.


  1. How did you come to pursue architecture and interior design? 

I knew I wanted to do something in the creative space – my first thought was fashion design. That wasn’t too appealing at the time because I didn’t think I would make money from being a fashion designer, which was a great need. My brother suggested I do architecture and that’s what I applied for (my second choice was interior design). I got accepted for interior design and the rest is history.


  1. What does your company, Dizain Pronounced, specialise in, and what do you love most about your work? 

Dizain Pronounced specialises in kitchen design and cabinetry/built-in units, such as bars, closets and so on. I love creating dream spaces and making them into reality. Most people are visual beings and I love that I get to show them their dream in 3D before they fully commit to it becoming a reality.


  1. You're a versatile businesswoman – please tell us about your additional creative endeavours and how you've turned them into work opportunities.

I love creating, and designing is mainly done electronically. I decided to start By Miss Jordan, which showcases things that are mostly made by myself. By Miss Jordan features different brands that are designed, made and/or curated by myself. It offers home fragrances, homewares and home decor. I also freelance in designing for various manufacturers.


  1. Who are your greatest influences, and why? 

My family. Most things I do are for them, and they have been my number one supporters, especially my siblings.


  1. What are you working on at the moment – and what's next for you? 

I’ve just joined the CreativCo, which offers retail space for businesses like By Miss Jordan, which is a great opportunity for the brand to have a physical presence and not just online. I am really excited about this as I get to expand even further and reach a greater audience.




Read more

Announcing Design Indaba’s Emerging Creatives Class of 2022.


Smooth operator.


Credits: Supplied.