By: Keletso Mkhwanazi
The idea of entrepreneurship contains an intriguing component of empowerment linked to the advancement of human well-being through the creation of skills that individuals can use to practically accomplish all that they desire. Natasha Joubert, the newly crowned Miss South Africa, shared the inspiring tale of how her Pretoria-based couture company, which focuses on special occasions like weddings and matric dances, came to be. The 26-year-old designer who is a BCom Marketing graduate began her fashion line in 2016 at the age of 19 alongside her mother, Ninette Jefferys, who she named the business after.
Joubert’s family could no longer afford the extravagant evening gowns she required to participate in modelling competitions when she was a young adolescent since her father lost his job. “My mother was determined to find a way to support me in doing what I love. Financial restrictions gave birth to my fashion collection as I designed these glam ensembles, and she decided to give it a shot at creating them,” stated the current beauty queen who has previously competed in the same pageant, however she was unlucky not to win in 2020 in favour of Shudufadzo Musida. Joubert’s biggest accomplishment was when she was placed in the top 3 while representing the nation in other pageants, and she was immediately flown out to represent the nation at Miss Universe 2021 the following year. “I worked closely with Fouche on the designs for the various garments, and I also personally designed and sewed the outfit that I wore in my final interview with Miss Universe judges before the pageant’s glittering finale,” she said.
She added that she would keep leading the way with her initiative to support local designers. She founded #DestinyDesigned, a project to inspire fashion designers through her own passion for entrepreneurship and design, as she is a fashion designer herself. “My favourite thing about owning my own fashion line is totally empowering women through the outfits we design for them,” Joubert said. “When you get to make them feel gorgeous, it’s amazing to see how their eyes light up and how their entire body language transforms during their last fitting.” She has previously acted as an ambassador for the nation abroad. She won Miss Globe South Africa 2016 and competed in the Miss Globe 2016 pageant in Albania, where she finished in the top 5.
