In the heart of Eswatini, a powerful vision began with Bertha Sithole, a woman whose entrepreneurial spirit was shaped by her family’s influence. Captivated by the idea of building something lasting, she unknowingly sowed the seeds of entrepreneurship that would lead her beyond the borders of her homeland.
A Family Legacy of Entrepreneurship
Born and raised in Eswatini, Bertha’s entrepreneurial spirit was cultivated early on. “I grew up in a family where entrepreneurship was a common thread,” she shares. “My mother and grandmother were involved in small-scale trading, and they instilled in me a strong sense of business from an early age.”
Her father, also an entrepreneur, had a significant influence on Bertha’s journey. It was this environment, one grounded in self-reliance and hustle, that planted the seeds for her future.
But her road to success wasn’t a straight line. After completing high school, Bertha didn’t immediately jump into her business aspirations. Instead, she took the time to educate herself, first pursuing a degree in Public Relations. But it wasn’t just formal education that shaped her path; it was the ten years between completing high school and enrolling in university that truly laid the foundation for her entrepreneurial journey.
“In those 10 years, I sold clothes, weaves, and freelanced in the communication and arts industry,” Bertha recalls. “I loved business and knew that I would start my own business.”
In 2017, after years of learning through trial and error, Bertha founded her first registered business, Kuanza Dreams, a marketing agency. However, it was the prestigious Mandela Washington Fellowship she joined in 2019, at the University of Notre Dame, that truly broadened her perspective on leadership and entrepreneurship, empowering her to build the company she leads today.
The Birth of Begin Your Dreams and AELA Academy
As an entrepreneur, Bertha didn’t just want to succeed herself; she wanted to inspire others to do the same. In 2017, while serving as the country director for Startup Grind Mbabane, Bertha saw a dire need in the entrepreneurial landscape of Eswatini. “I desperately needed to belong and to get information, but none was available,” she admits. This gap in accessible resources and networks became her call to action. It was then that Bertha founded Begin Your Dreams, a social enterprise designed to help young entrepreneurs unlock their potential.
“Begin Your Dreams is about encouraging people to reimagine their future by igniting and reawakening their dreams,” Bertha explains. The company offers tools that help individuals create a strategic plan for their lives, establish personal goals, and achieve them through structured, practical steps. Using the SMART concept, vision boards, and basic financial planning, Bertha’s enterprise is changing the way aspiring entrepreneurs approach business.
In line with her belief that success begins with the self, Bertha developed a mindset shift guidebook/manual that helps business owners detach from their businesses to understand their personal goals. “In order for business owners to be successful, they must first figure out who they are,” Bertha emphasizes.
But Bertha didn’t stop there. She recognized the need for a formalized, comprehensive educational system for young entrepreneurs in Africa. The African Entrepreneurship & Leadership Academy (AELA Academy) was born. “AELA Academy provides the tools, resources, and mentorship young entrepreneurs need to thrive,” Bertha says proudly. The academy’s campus in Mbabane is a beacon of hope, offering industry-specific courses in sectors like gaming, events, and handcrafts to equip students with the skills needed to succeed in a constantly evolving market.
The Evolution of Eswatini’s Business Landscape
As the business landscape in Eswatini continues to evolve, Bertha is focused on staying ahead of the curve. “The business landscape has changed significantly over the years,” she notes. “More young people are now interested in starting businesses.” With support from the Ministry of Commerce, Industry, and Trade, business registration has become faster and more accessible.
But keeping pace with such change requires more than just a keen business sense. It requires adaptability, a mindset of continuous learning, and an ability to stay ahead of the curve. Bertha has always believed that staying updated with industry trends is critical to success, and it’s one of the reasons AELA’s curriculum is constantly evolving.
Through AELA, Bertha ensures that her students are equipped with the latest skills in emerging industries, from gaming and events management to handcrafts and 3D design. “This ensures that the entrepreneurs we work with are always ahead of the game,” Bertha says.
Overcoming Obstacles
No entrepreneurial journey is without its obstacles, and Bertha’s path has been no exception. One of the most significant hurdles she faced was sourcing talent for her marketing agency. “I needed cutting-edge, evolved individuals with entrepreneurship etiquette,” she remembers. Finding the right people to join her team proved difficult. However, instead of giving up, Bertha adapted. She began working virtually with talented individuals across Africa, delivering exceptional results for her clients. This flexibility and resilience have become key characteristics of Bertha’s leadership.
Success Stories that Inspire
One of her proudest moments came in 2023 when she organized the annual Youth Business Seminar. “We hosted over 60 aspiring entrepreneurs aged between 18 to 35, and we offered workshops on business modeling, financial management, and pitching,” she recalls. Through her partnership with SNG Grant Thornton Eswatini, participants have won over E100,000.00 in seed capital, which has been crucial in helping them to launch their businesses.
She’s also partnered with Walking The African Journey, an initiative that covers eight African countries, working to bring entrepreneurship to more young people across the continent.
Giving Back to the Community
Beyond her work with Begin Your Dreams and AELA, Bertha remains deeply committed to giving back to her community. She’s an active member of the US Programs Alumni Association of Eswatini, where she works to strengthen networks and create collaborative opportunities for alumni. Additionally, she regularly facilitates sessions at schools, orphanages, and churches, helping to empower young people and foster a spirit of entrepreneurship.
“ I also actively host vision board parties for small groups (families, friends, colleagues, etc),” Bertha says with a smile.
The Road Ahead
As she looks to the future, Bertha is excited about the emerging trends in her field, particularly in events management, gaming, and 3D design. She’s already planning for AELA Academy to expand its focus into these industries, ensuring that young entrepreneurs are prepared to thrive in a rapidly evolving business world.
“We want to create entrepreneurs who are ready for the future,” she says. “We will announce some exciting collaborations soon that will take our impact to the next level.”
For those looking to embark on their entrepreneurial journey, Bertha has one simple yet powerful piece of advice: “Start small, but think big.” She encourages aspiring entrepreneurs to begin with what they have, whether it’s skills, money, or equipment, and to always be strategic in their approach. “Build a network of like-minded individuals who can offer guidance, support, and mentorship,” she advises. “And most importantly, focus on continuous learning.”
Reflecting on her entrepreneurial journey, Bertha shares the most significant lesson she’s learned: “Begin with the end in mind. It’s about having a clear vision of where you’re going, so you can map out the steps to get there.”
She also draws from her Christian faith, acknowledging that business is, in many ways, spiritual. “When you move, God moves,” she says. “That has always been my guiding principle.”
