Woman In Charge: Meet Attorney and Founder of Elegant Dolls Nohlanga Silwana Motaung

An attorney by day and a fashion power house by night, Nohlanga Silwana Motaung is the definition of a super woman and when passion meets talent there will always be magic.

GLAMOUR caught up with Nohlanga to chat about Fashion, Business and Elegant Dolls.

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Tell us about your transition from attorney to fashion. How was that process?

I am still doing both, fashion is my passion, it drives and motivates me. Law is my profession and my second love. Fashion comes easy to me, of course establishing the brand and turning it into a business enterprise was not easy. In 2015, I had to leave the formal employment to establish both my businesses Elegant Dolls and PNM Corporate Governance and Legal Services. This was a big decision for me as it meant downsizing and redirected my financial resources.

Why was it important for you to start a business that focuses on women’s needs?

The concept of Elegant Dolls originates from dressing a fully figured sized professional / business woman in the middle class. My personal experiences and struggles in balancing work and family; and my observations amongst family and friends, had shown me that middle class women are juggling life pressures, have little time to shop, and would generally like help in determining the right clothes and styles to wear.

Nohlanga in a black and white African print suit, Image: Supplied

They hardly ever take care of their personal needs. Through research I conducted, I gathered that women approach retail shopping uniquely by evaluating purchases based on product and company information derived from both personal and expert sources. Additionally, surveys consistently reveal that women buy based on the relationship they forge with a brand. This motivated me to build a brand that offers a personal service that will make a difference to women lifestyle and ease the burden of worrying about appearance and style. Most of the Elegant Dolls customers have been with us from the start.

How has your business impacted your view of the fashion industry?

I have learnt that the fashion industry is not as easy and glamorous as it seems. There is a lot that goes on behind the scenes, the profit margins are not that great and there is a lot of competition. Your skill and passion alone are not enough; resilience, agility in moving with the times and hard work, are key.

Nohlanga Silwana wearing one of her designs, Image: Supplied

What challenges have you faced as a brand, and how have you overcome them?

Building a brand requires a lot work, resources and time. The biggest challenge for me has been in building the online store and social media presence. In the past 4 years, Elegant Dolls has engaged 5 different web designers who could not get the brief right, until early this year.

What role do you think Elegant Dolls plays in redefining African fashion?

African fashion is very unique and yet versatile. We are now seeing a lot of people embracing being African, particularly in South Africa and the fashion industry is playing a very significant role in this shift. These days we see people even wearing their Xhosa outfits on a regular day at work. Elegant Dolls specialises in African inspired fashion, even some of our formal wear has African infusion in them.

Nohlanga Silwana in a modern Xhosa dress, Image: Supplied

What does Women’s Month mean to you?

Women are the core of existence and they have natural and powerful instincts and qualities to carry this enormous role. Women’s month is a reminder and an encouragement to undertake this role at all times as women are being appreciated and honoured throughout this special month.

What is your ultimate dream for Elegant Dolls

To be a one stop shop style studio that offers a personal service to its customers.

How do you see the future of fashion evolving in South Africa?

There is a lot of creative talent in South Africa, however the regulatory environment of running a business and the lack of financial resources is a huge challenge for the young and upcoming creative entrepreneurs. The introduction of the online fashion stores like Temu and Shein are making things even more difficult for the industry. The future is bright but it requires a lot of activism and government support to build it and create more opportunities for the amazing talent and creativity that is out there.