Shofar Books is an independent book publisher and distributor founded by Haroldene Tshienda, and was the second place winner at this year’s Bellville Business Expo. This annual event, organised by the Greater Tygerberg Partnership (GTP), showcases and supports local business owners in Cape Town’s Northern Suburbs.
Haroldene is committed to making self-publishing accessible and affordable for aspiring writers, believing that everyone has a story to tell and that writing can be a powerful tool for healing and self-expression. Fiercely passionate, she describes herself as a “midwife of books”, having helped thousands of authors, speakers, and poets find their voice and bring their creations to life.
In her interview with Bizmag, Haroldene shares how her personal journey of healing and self-discovery has influenced her approach to publishing and mentoring authors, shaping her purpose and guiding her mission.
Q. Tell us about your background and the ‘birth’ of Shofar Books
I’m originally from Port Elizabeth, but have now lived in Cape Town for 26 years. I am married to Oliver Tshienda and have 4 beautiful children. I am the founding director of Shofar Books, the CEO of Poets Vannie Kaap and am also currently a first-year Bible School Student at Victory Kingdom Church SA.
I went through a very dark phase in 2007. I was unfairly divorced, I lost custody of my children, my mom died of an unsuccessful operation, I lost my job, my brother died of HIV and Aids and I was homeless. I went for trauma counselling at a clinic in Parow and the psychologist advised me to start journaling my feelings, thoughts and dreams.
Writing was a life-changer for me, because I realised that, at the age of 30, I had no clue who Haroldene really was. I lost myself in pleasing people and forgot that I mattered too. I was raped when I was younger and I lived with that secret for three decades. The first poem I wrote is entitled, “I want my stuff back”. I made it my mission to discover myself and work daily on ways to become whole, healthy and happy again. I had one desire, and that was to get my children back, but it order to get that right, I needed to work on myself because I was broken, lost and suicidal. Writing was my path towards healing and finding myself.
I got a job at an organisation and through this work, I was privileged to work with the Department of Social Development. One of the workers read my poems and letters, and said that my poems had potential and I must think of publishing them. That thought never left me and I published my first book in 2015, Never Give Up (Healing words from a poet).
I have a diploma in marketing and I’ve always been a bookworm. I was a Project Manager at the time, so I had more than enough experience in editing, designing and selling a product. I used all my skills, talents and education and infused it with my work. I received so many good reviews, and then aspiring writers started asking me to help them. I became so busy that I decided to start a business on the side.
Eventually in 2021 it became necessary to run the business full-time and not just from home anymore, so I moved my operations into the computer shop that my husband and I own, Onet PC Solutions in Kuilsriver. We also have an online shop that is a platform for authors to sell their books.
Q. What has been some of your proudest achievements?
I won an award for Contribution to Literary Arts at the Cultural Affairs Awards 2016/17. To be recognised was my greatest motivation to write more and to help more authors.
God gave me a vision to crown and acknowledge literary artists across South Africa. I started in April this year and I crowned 135 literary artists at the first annual Cape Flats Literary Awards. On the 7th of December 2024, I will be hosting the first Eastern Cape Literary Awards at Amwazi South African Museum of Literature in Makhanda. We will continue to do this until we cover all the provinces in South Africa. So those were my special and proud moments.
The other two achievements that stood out was when Shofar Books was selected by (GEM) Global Entrepreneurship Monitor in partnership with the University of Stellenbosch and The University of Johannesburg, SEDA and Ontbytsake. They did a case study on my business and it really elevated my business. I also won amazing prizes at the Bellville Business Expo and it came the exact time when I needed it.
Q. How do you approach client service and marketing?
I believe in giving every client the individual attention they need to get their books out. I guide, coach, and support them. I make sure I give them a great service that will not only make them come back and publish more books, but also spread the good news and refer clients to us. I don’t want to call it a Christian Publishing House as such, but to me Shofar Books is more than just a company, it’s a ministry. So, I don’t market the business, but God locates the right people to us and we work hand in hand to give a voice to the stories in our hearts. My top tip is from Proverbs 3:5-6: “Trust in the Lord with all your heart and do not lean on your own understanding. Acknowledge Him in all your ways and He will make your paths straight.”
Q.What are your growth plans for Shofar Books?
I work with people from various backgrounds. Some do not have degrees or have even finished school. My plan for 2025 is to get accreditation to start a Writers’ College for people to learn how to write creatively and make money from their writing.
I need to increase staff, because even though I love being creative and designing books, I want to focus more on marketing and getting our books into bookshops and libraries across Cape Town.
I am hosting all these award ceremonies out of my pocket. The profit I am making is reinvested into the authors, planning events, and publishing books for free for those who have amazing stories, but cannot afford to pay for the publishing of the books. My wish is to get financial help and sponsorship to plan these literary events more effectively.
Q. What motivates you?
My late father Harold bought me those large bags of puffs and popcorn. He told me, “If you want money, sell these). I learned from the age of 6 to buy and sell goodies. My father never gave anything for free, you had to earn it. So entrepreneurship was embedded in me from a very young age.
The world is broken, people are so judgy. This motivates me to be a light in someone’s path. I am motivated by my family, my children and to leave them a legacy of light, love, compassion.
And of course, the love to promote reading and writing. It’s the quickest vacation—a book and a lekka cosy corner.
Q. What drives your passion in running Shofar Books?
I cherish the opportunity I have to use this platform to give God all the glory and praise. Just the knowledge of being trusted with a gift, given by the biggest artist of all, our heavenly Father, gives me that drive to never give up. I also love being independent. The meaning of my name is Warrior, Queen, Ruler and Queen. Those meanings are not for me to sit on, but to use it to my advantage and live a meaningful life.
Q. And finally, what are your three key pieces of advice to fellow entrepreneurs?
1.Seize every single moment, don’t waste a day.
2.Take a minute in your busy schedule to breathe and take a good look in the mirror at yourself. Thank yourself for not giving up.
3.Forgive quickly, don’t allow failure, closed doors, ugly looks and shortcomings to overshadow you. Free yourself from negative thoughts. As a pen warrior, I want to encourage you to journal and write your stories. The cemetery is full of untold stories.
