Rin Models began as a teenage project. Juach Cyer and his cousin Rin Dut, an aspiring fashion designer, were looking for darker skinned models to showcase clothing from the label Rin was developing.
"It was really hard, so it started from finding friends to model his clothes, and that sort of ticked the idea - we should really start a modelling agency, because this market isn't there," Juach recalls.
They were young, only 19, but both had a keen interest in business. And they were confident their point of difference, being Australia's first modelling agency solely representing darker skinned models, would help them stand out - and provide the industry some much needed diversity.
They set out recruiting models, shooting their portfolios and creating a website. They planned to launch in February 2015, and considered naming their agency Précieux Models.
Then, in January of that year, Rin had an accident and tragically passed away.
"It was very difficult because you just found out that you lost one of your best mates, and also you're just about to launch your business with him together. So a lot of things happened at that one time. I went through a process of having doubts and maybe thinking I shouldn't continue. But I'd worked along side [Rin] and the effort he put in just gave me the strength that I needed to continue on."
Rin and Juach. Source: Juach Dyer
In honour of his cousin, Juach changed the agency's name to Rin Models and launched on his birthday, May 25th 2015.
Since then, financing the business has been one of the biggest challenges.
"It did cost me a fair bit to start the business because there are things that I wasn't aware of at that time," Juach says. " As I had more experience I realised there were things that I needed that I didn't have at that moment. One of those things were hiring a booker."
To pay for the booker and keep the business afloat, Juach is still working full time as a carpenter - straddling the disparate worlds of blokey construction sites, with the glamorous but competitive fashion industry.
"Sometimes I'll get an email at work and I'll just get really excited and the boys will ask me what's going on. And I'll say I've just landed a booking for such and such! And they have no idea what I'm talking about," Juach laughs.
Rin Models has been praised for bringing diversity to the modelling industry. Source: Jackson Fenby
He's hopeful he'll be in a position to stop carpentry by the end of the year and focus full time on the agency.
But with no prior business experience, Juach says having the director of the Greenaway Gallery in Adelaide, Paul Greenaway, as a mentor has been particularly helpful.
"There were many contracts I wasn't aware of - he helped explain those things, contracts with models."
And finding those models in the first place is another challenge - an agency lives or dies by the strength of its talent. Rin is constantly on the lookout.
"I'm always on social media, having a browse, walking around, going to events. You never know where you'll find a model."
Currently there are six models signed to the agency. Two of them walked in the recent Adelaide Fashion Festival, and Juach says interest is increasing.
Juach renamed the agency Rin Models, in honour of his cousin. Source: Supplied by Danyal Syed
"At the beginning because people weren't aware of the agency, it was really hard for our girls to get booked. But as we started getting publicity, people are really interested in dark-skinned models... and I've had really good feed back, saying what you're doing is fantastic, you're bringing diversity to the industry"
His biggest coup so far is having been approached by the Sydney office of IMG, one of the top international modelling agencies, for potential partnership opportunities.
"I'm a new business and I'm in the process of creating relationships with clients, whereas IMG has been here for a really long time and has relationships with clients," he explains. "So it will give the girls the opportunity to work for big lables and give them exposure they need."
So what does his family, who fled South Sudan and settled in Australia in 2004, think of his success?
Rin Models has been in discussions with IMG over potential partnership opportunities. Source: Rin Models
"Growing up the things you're taught to become when you're older are different. It's not something my mum use to say to me - 'you should start a modelling agency," he says with a laugh. "That's not the stuff they tell you - you should be a doctor, lawyer, that sort of stuff. But as long as they know you're passionate... I've had support from my family in this business."
His ultimate goal?
"I would like the agency to get to a point where if you're looking for dark-skinned models, its Rin Models that you would like to go to."
Want to find out the secret to small business success? Tune into #BizSecretsSBS at Sundays 5pm on SBS, stream on , or follow us on , or .
