From launching local & international brands into new markets to product placement and blogger outreach, Lorinda has been an industry leader in fashion, beauty, hospitality & lifestyle brands.
She owns Elvee Consultancy, a boutique brand awareness agency that offers full-service representation to a carefully selected collection of beauty, health, and lifestyle brands.
In 2023 Lorinda was recognised as one of 9 African Leading Ladies in Public Relations by Leading Ladies Africa. Lorinda chats to us about all things Women, as we celebrate Women’s Month!
GLAMOUR: What does Women's Month mean to you?
LORINDA VOGES: Women's Month holds a deep significance for me as it celebrates the courage, strength, and resilience of women throughout history. It is a time to honour and recognize the incredible achievements and contributions of women in all spheres of life. For me, Women's Month is a time of reflection, inspiration, and solidarity, where we come together to uplift women's voices and pave the way for a more inclusive and equitable future.
GLAMOUR: Why is it important to celebrate the women of South Africa?
LV: South African women have played a pivotal role in shaping the nation's history and democracy. By celebrating South African women, we help to highlight the unique challenges they face and the strength they exhibit in overcoming them. By amplifying their achievements and stories, we encourage other women to dream big, pursue their goals, and contribute to the betterment of society.
GLAMOUR: Who is the most successful woman you know?
LV: I have had the privilege to interact with some amazing, influential women in my career in PR, from meeting Batsesane Kumalo, Vanessa Carreira and Jo-Ann Strauss to working with female entrepreneurs like Kerri-Lee Taylor from Kiko Vitals, Lecia Durham from Litchi & Titch and Suzanne Snowdowne - the founder of Cape Island. Each woman I interact with inspires me on some level to another. I mainly draw inspiration from some of my closest friends, Tayla Davis and Aisha Baker.
GLAMOUR: What are some of the biggest challenges that women face today?
LV: We must refrain from perpetuating the notion that women can "do it all." Women do not have to be superheroes, as they have been socialized to believe. This mindset puts immense pressure on women to excel in various roles such as managing a household, being a mother, an entrepreneur, and more. Unfortunately, this has led to a culture of over-functioning and burnout among women. From a young age, women are conditioned to prioritize selflessness and constantly put others before themselves, which is falsely portrayed as virtuous when, in reality, it results in self-neglect.
GLAMOUR: Which achievement made by feminists are you most thankful for? Why?
LV: The right to vote. The achievement of women's suffrage was a significant milestone in feminist history. It allowed women to participate in the political process and have a say in shaping their societies. This right not only opened doors for women's empowerment but also paved the way for further advancements in gender equality. The right to vote is often celebrated as a symbol of progress and a catalyst for change in addressing issues affecting women's rights and overall gender equality.
GLAMOUR: What are some important contributions women have made to our world that are important to you?
LV: There have been numerous significant contributions made by women in the industry that I work with that are worthy of appreciation. Many women in the media industry have played crucial roles in challenging and breaking gender stereotypes on-screen and behind the scenes. They have pushed boundaries, fought for diverse representation, and advocated for stories that reflect women's experiences. Many women in media have also used their platforms and influence to advocate for women's rights. Through journalism, documentaries, and activism, they have shed light on gender inequalities, violence against women, and other pressing issues, inspiring meaningful change. These contributions, among many others, have enriched the media industry and profoundly impacted society by challenging norms, amplifying women's voices, and fostering greater empathy and understanding.
GLAMOUR: What advice would you give your 18-year-old self?
LV: The better you get at self-regulation the less often and less intensely you'll get triggered + your nervous system will also be able to bounce back and recover faster. This means you can focus your energy on achieving your goals instead of regulating your triggers.
GLAMOUR: Which women are on your radar and why?
LV: I am constantly inspired by my friends and sister. How they navigate through life and hold space for their kids is truly inspiring.
GLAMOUR: What’s your message to women in business?
LV: Dear women in business, you are strong, capable, and deserving of success. You possess unique perspectives, skills, and talents that contribute immensely to the business world. Don't be afraid to take risks, chase your dreams, and shatter the glass ceilings that stand in your way. Embrace your strengths, be confident, and believe in yourself. Surround yourself with a supportive network of mentors, allies, and peers who will uplift and empower you on your journey. Celebrate your achievements, no matter how big or small, and be proud of your accomplishments. Advocate for yourself and others, and work towards creating an inclusive and diverse business environment where all voices are heard and valued. Remember that success is not just about climbing the corporate ladder or achieving financial milestones. It's also about finding fulfilment and balance and positively impacting society. Stay true to your values, lead with integrity, and inspire others with determination and perseverance. Keep pushing boundaries, breaking barriers, and shining bright. The world needs your brilliance, your innovation, and your leadership.
GLAMOUR: How are you celebrating Women’s Month?
LV: During Women’s Month I will be working on amazing events and campaigns for my clients, one specifically with Lancôme and Social Code where they aim to empower high-potential women aged 18-25 by equipping them with essential digital skills needed to thrive in today's modern world.
GLAMOUR: Your favourite beauty moment?
LV: I have worked with so many amazing beauty brands over the last few years, but one profound moment had to be when I organised a PR Trip for L’Oréal Paris in January when we took amazing women to Mauritius to launch their new H.A range. Every woman that was part of this trip was exceptional in terms of deliverables and I was truly honoured to have worked with each of them on this campaign.
