Entrepreneurship was never an abstract ambition for me. Growing up in Soweto, I was immersed in an environment where resourcefulness, creativity and resilience were essential life skills. Everyday I witnessed people finding and creating solutions in impossible situations, turning challenges into opportunities and pursuing their ambitions for a better life with focus and sheer grit.
These experiences moulded my understanding of what it means to build with purpose and informed the way I approach both life and business today.
Creating opportunity from setbacks
My business endeavours first took shape during my undergraduate studies in Economics when I began doing makeup part-time to explore my creativity and supplement my income. After graduating with a degree that had stretched me intellectually and challenged me to think critically, I had hoped to move into the field I had studied so hard for. Yet, like many South African youth, I was confronted with the harsh reality of the unemployment crisis, which made that path unattainable.
When I finally entered the corporate world and gained experience it would be across recruitment, business development and strategy, and it was then that I realised opportunities aren’t offered, you have to create them. This understanding further fueled my entrepreneurial ambitions and ignited a deeper passion to help young people, like myself once, access meaningful employment in their fields of study. This mindset became the foundation for Jeru, my first formal entrepreneurial venture.
Jeru is a recruitment agency built on intention, precision and long-term impact. The name, short for Jerusalem, serves as a daily reminder that what I build must not only endure, but be guided by purpose.
Building Jeru at 26 meant entering a competitive and fast-moving industry dominated by established players, with little support, zero funding and nothing but faith. What I brought to the table was a clear vision, decisive action and a willingness to immerse myself fully in every aspect of the business. From designing the model to nurturing client relationships and overseeing candidate engagement. Wearing that many hats was and is a tough ask for any business owner, but I have never felt more aligned.
Building away from the model
From the onset, I knew I would not replicate the traditional recruitment model. Many agencies prioritise volume, but my approach has always been deliberate. I balance client objectives with candidate growth, embedding diversity and inclusion into every process. For me, success is not about placements alone. It is about alignment, sustainability and long- term impact. This ethos extends beyond commercial outcomes, with social impact forming a central part of our work, particularly in expanding access and opportunity for those often overlooked.
Building credibility as a young black woman in this space has been challenging. I have navigated complex negotiations with large organisations and overcome scepticism in high stakes environments. Each experience demanded resilience, strategic clarity and emotional discipline. Over time, those challenges have shaped a leadership style that is grounded, analytical and quietly confident.
I have learnt that it is possible to operate at the highest levels of performance while leading with purpose. There is often an assumption that you must choose between intensity and intention, but my experience has shown that you can, and must, do both.
A commitment to impact
At Jeru, it is important for us to empower organisations with the right talent and position our candidates where they can not only improve company performance but constantly evolve their skills.
Looking ahead, my vision for Jeru is expansive. I plan to scale across Africa and into global markets, while refining a recruitment model that is increasingly data-driven and impactful. Beyond business growth, I am committed to initiatives that support young girls and children in care. I want the work I do to resonate beyond the office and extend meaningfully into communities.
I am often asked if I have everything figured out. The truth is I do not. My journey has been less about certainty and more about conviction. It has been about starting, learning, adjusting and persevering with intention.
Outside of Jeru, my influence grows organically through conversations, collaborations and digital platforms. I share insights on navigating clients, structuring deals and building confidence to JUST start. I believe in transparency in entrepreneurship, it is not easy, it is not instant, every day is different and you are constantly required to plant seeds everywhere but it is through that discipline and consistency that results are seen. Entrepreneurship forces you to do shadow work that teaches you that each seed sown is paid forward.
A path guided by fearless purpose
Growth has taught me that I do not point to a single role model for inspiration. I am inspired by so many women who move with intention, who build with discipline, maintain high standards, and remain unwavering in their vision. Combined with the lessons of my upbringing and my faith, this journey has shaped a perspective rooted in both ambition and purpose. I’m so grateful to have ideas that I can apply to the legacy I’m building without fear.
My journey is still unfolding. What I know with certainty is that through God’s guidance and the work I do at Jeru, I am committed to building something that is commercially strong, socially meaningful and grounded in purpose, on my own terms and in my own time.
For the young woman reading this –
Do not shrink to fit the expectations or projections of others. Do not allow noise or doubt to silence your ideas. Your voice, your vision and your conviction are powerful. Lean into them, move boldly, and build deliberately. The work you do, the risks you take and the dreams you protect have the potential not only to shape your life but to inspire and open doors for others. Let your journey be the voice that keeps ideas alive, proving that high performance and purpose can coexist and that you can lead with impact without compromising who you are.
