Up Close & Personal with Shaun Gray From Sit Betta

SitBetta is passionate about creating beautiful, functional spaces that inspire and delight. Whether you’re revamping your home or commercial office spaces or setting up a new space from scratch, the SitBetta team of talented designers is here to bring your vision to life with a full-service interior design and supply solutions. Today we chat to SitBetta Founder and Businessman, Shaun Gray about the latest trends, shifts and evolution of the furniture industry in South Africa.

Origin Story

1. Shaun, you’ve had 25 years in the South African furniture industry, which is an incredible milestone. Can you walk us through your journey and how you got started in this field?

 Bizarrely, I started my career in a copper smelter. I wasn’t exactly an academic, so dropping out of school early meant finding a solid job. The smelter was a means to an end, but I quickly moved up to managing it. Then, at the age of 22 I got an opportunity to manage an outdoor furniture factory in the Lowveld, producing for export. That was my real entry into the industry – running a 50-strong factory with a great mentor who was patient enough to show me the ropes. Later, I moved back to Johannesburg, working with flagship brand companies within the Bidvest group, focusing on office furniture solutions. Sales became my strength, and I carried big targets, but I always wanted to do things my own way. Sit Betta was born from that – a consolidation of everything I’ve learned, bringing good design, solid quality, and practical solutions to the industry.

Diverse Experiences

2.  You’ve played many roles across manufacturing, business development, and marketing. How have these diverse experiences shaped your approach to the furniture industry today?

 Over the years, I’ve come to appreciate that furniture isn’t just ‘stuff’ we fill spaces with. It’s part of our lives, our identity, and how we express ourselves – whether at home, work, or anywhere in between. My approach is to interpret what people want their spaces to say and how they need them to function. Some clients know exactly what they want, while others need guidance – either way, it’s my job to translate that into reality. I also believe in keeping things simple. The furniture should serve the people, not complicate their lives. Everything else is just accessories.

Corporate vs Residential Markets

3 Having worked on both corporate projects and high-end residential interior solutions, how would you say the demands of these two markets differ?

Corporate projects can be both simpler and more complex than residential ones. Simpler, because businesses usually have a clear brand identity and guidelines – they know what their space needs to communicate. But complex because of logistics, workflow disruptions, and large-scale installations. The residential market, on the other hand, is deeply personal. Clients often want their homes to reflect their status or personality. Some want an understated elegance; others want a statement. Either way, my role is to help them craft a space that feels right for them. The South African market is maturing, with people  moving beyond just filling a house with furniture to creating spaces that are meaningful and well-designed.

South African Industry Evolution

4: How have you seen trends shift in terms of design, manufacturing, and customer preferences in South Africa?

 South Africans are becoming more discerning. Online access to global trends has pushed local manufacturers and designers to step up their game. The biggest challenge is competing with cheap imports – they flood the market, making it difficult for quality local products to stand out. That said, there’s been a rise in locally crafted, high-quality pieces that rival European imports. If we can shift the mindset around ‘local vs imported,’ the industry has massive potential.

Business Development & Client Relationships

5. What are the most important factors for creating trust and loyalty in such a competitive industry?

Deliver what you promise. Sounds simple, but in this industry, it’s rare. Clients stick with suppliers who can actually execute a project well. That means setting realistic expectations, communicating clearly, and acting with integrity when things don’t go as planned. I also believe in working with the right clients – if someone is going to make a project a nightmare, no amount of ‘loyalty’ is worth the stress. It’s a two-way street.

Brand Building

6. What strategies have you found most effective in building a brand within the furniture industry?

People misunderstand branding. Your brand isn’t your logo or your Instagram aesthetic – it’s what you stand for in the customer’s mind. The key is consistency. If you’re building a furniture business, you need to be clear about who you are, what value you offer, and who your customers are. Then, every interaction – from marketing to delivery – should reinforce that identity. Branding isn’t just about looking good; it’s about being known for something meaningful.

Manufacturing & Operations

**Question:** How do you balance quality with innovation in furniture manufacturing?

**Answer:** South African furniture manufacturing is evolving. CNC machines, new materials, and better processes are improving quality and efficiency. There’s also a move towards natural and organic materials, which is great because sustainability is becoming a bigger priority. The challenge is maintaining quality while staying cost-competitive in a market flooded with cheap imports.

Trends & Future of the Industry

7. How do you see the South African furniture industry responding to the growing demand for eco-friendly materials and production methods?

Sustainability is no longer a ‘nice-to-have’ – it’s becoming a necessity. Customers are more aware of where their products come from, and they want to invest in furniture that lasts. We’re seeing more demand for sustainable wood, recycled materials, and ethical manufacturing. It’s a shift that will only grow in the next decade.

Advice & Leadership

8. What advice would you give to aspiring entrepreneurs in the furniture industry?

First, learn the business inside out. The furniture industry isn’t just about pretty designs – it’s logistics, production, customer psychology, and a million other moving parts. Second, focus on quality and execution. A great idea means nothing if you can’t deliver on time and at the right standard. And finally, pick your battles. Not every deal is worth taking, and not every client is worth working with.

Personal Reflections

9. What has been the most rewarding aspect of your work?

 I love seeing the end result. This isn’t an intangible industry – you walk into a space and see the work you’ve done. There’s something deeply satisfying about knowing you’ve helped shape someone’s home or office in a meaningful way. And yes, I’ve also developed a mild obsession with furniture itself. Even if I wasn’t doing this as a business, I’d still be involved in furniture in some way.

Looking Back

10 If you could change one thing about your journey, what would it be?

Hindsight is always 20/20, and sure, there are things I’d tweak. But every experience – even the bad ones – taught me something. I don’t believe in dwelling on regrets. The important thing is to own your journey and keep moving forward.

Contact: Sit Betta
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