“My entrepreneurial journey truly began when I became a Mrs. South Africa Semi-Finalist in 2017. This experience opened my eyes to the power of branding, networking, and using my platform for impact. From there, I transitioned into business, founding Mall For Women, an international e-commerce marketplace, and Beauty With Intention, a nonprofit organization dedicated to holistic women’s empowerment.”
These are the words of Sanele Simmons an accomplished model, whose innovative idea to venture into the beauty and economic empowerment space was triggered by her knowledge of high-end international lifestyle products and a strong desire to support women entrepreneurs.
One-Stop Online Destination
“I noticed a gap in the market. Women were looking for a one-stop online destination to shop for high-quality international lifestyle products while also supporting women entrepreneurs. Many small businesses, especially women-led ones, struggled with digital visibility and international trade opportunities,” says Sanele, who successfully juggles two different careers as a model and entrepreneur.
“With this vision, I launched Mall For Women in 2020, an e-commerce marketplace that connects global brands and local entrepreneurs to customers who value quality, convenience, and empowerment. The platform offers fashion, beauty, health & wellness, home décor, and more.
“We are headquartered in Johannesburg, South Africa, and we operate with a small but dynamic team, working with a network of vendors, service providers, and logistics partners,” Sanele explains.
Ambition and the Fashion World
Born and raised in Eshowe, a small town in KwaZulu-Natal, South Africa, Sanele’s journey started with humble beginnings.
“I grew up in a religious family where my mother, Nokuthula Pinky Zethu Dlamini, was my biggest inspiration. She was a community servant and my stepfather was a preacher. This upbringing instilled strong values of service, resilience, and ambition.
“After completing high school at Masibumbane High School, I pursued my passion for beauty and wellness, earning a Health and Skin Care Diploma from Camelot International in Johannesburg. I also obtained international beauty certifications from ITEC and Dermalogica.
“My early career involved working in the beauty, fashion, and retail industries, from makeup artistry and skincare therapy to professional modeling. I am also a Future Females business graduate and TFSA School of Export. The idea for Mall For Women was born from my passion for both beauty and economic empowerment,” Sanele explains.
Evolving Landscape
The e-commerce and retail landscape has evolved dramatically, especially after Covid-19. Online shopping, digital payments, and social commerce have transformed how consumers interact with brands. Additionally, the rise of AI, automation, and influencer marketing has reshaped how businesses engage with customers.
To stay ahead, Sanele and her team at Mall For Women focus on innovation, strategic partnerships, as well as digital and social media marketing.
Says Sanele: “We are developing the Virtual Closet Builder game, which enhances customer experience through interactive fashion styling. We are also collaborating with brands, logistics providers, and industry leaders to expand our reach.
“In terms of our digital marketing and social media strategy, we are leveraging content creation, influencer collaborations as well as customer engagement to build brand loyalty. Adaptability is always key and I always keep learning to anticipate market shifts rather than react to them.”
Turning Challenges into Opportunities
One of Sanele’s biggest challenges was launching Mall For Women with limited capital and navigating the complexities of cross-border trade. When she first started, she also faced difficulties with supplier partnerships, logistics, and building customer trust.
“Another major challenge was overcoming self-doubt and the ‘imposter syndrome’ as a woman in business, especially in tech and e-commerce, I had to constantly prove my expertise and resilience,” says Sanele.
Given her experiences, she offers advice to others aiming to find their feet along the entrepreneurship path.
“Along the way I have learned a lot of lessons. To emerging entrepreneurs, start small, but start smart. Scalability is key. Also, network relentlessly because mentors and partnerships open many doors of opportunity. Learn to be adaptable because challenges are often opportunities in disguise,” she says.
Looking Ahead
From being named a Top 10 Global Women CEO in South Africa by Global Women Leaders Magazine to being included as one of Africa’s Most Inspiring Businesswomen of the Year 2024 by CIO Views Magazine, Sanele is an achiever.
As she looks to steer her company to sustainable growth, Sanele is proud to have represented women in trade and e-commerce on global platforms like SAITEX, Air Cargo Conference, and the UK Government’s Women in Trade initiatives.
“Through my work, I’ve been able to empower women entrepreneurs, create economic opportunities, and advocate for digital transformation in Africa.
“The biggest lesson I have learned is the power of resilience and reinvention. Life and business will throw challenges your way, but how you respond determines your success. I have had to reinvent myself multiple times, from beauty therapist to model, to entrepreneur, speaker, to digital innovator.
“This has shaped my leadership style to be adaptive, inclusive, and impact-driven. I believe in empowering those around me, collaborating rather than competing, and always staying open to learning and evolving,” Sanele concludes.
