The journey of an entrepreneur is often paved with unexpected turns and the courage to transform a quiet passion into a public brand. For Seluliwe Mdluli, a proud liSwati woman raised in Matsapha, it was no different. “I’m the second born, with an elder sister and a younger brother.”
Her academic path was traditional and rigorous.
She completed her primary education at Matsapha Government Primary School and proceeded to Swazi National High School. Following her secondary education, she enrolled at the University of Eswatini (UNESWA), where she graduated with a Bachelor’s Degree in Secondary Education. For years, she dedicated her life to the noble profession of teaching, unaware that a global crisis would eventually provide the catalyst for a major career shift.
The story of ‘Crochet by Selu’ began in 2021 during the peak of the COVID-19 pandemic. Like many others confined to their homes during the lockdowns, Mdluli turned to a hobby to pass the time. What started as an experiment in crocheting soon took on a life of its own. When she decided to share images of her handmade products on social media, the response was immediate and overwhelming.
‘Orders began to pour in’, proving that there was a significant market for bespoke, high-quality crochet work.
By 2025, Mdluli reached a pivotal moment in her career. Recognising the potential of her growing brand, she made the bold decision to leave her teaching job to focus on the business full-time. It is a decision she reflects on with pride, having never looked back since the day she traded her chalk for yarn.
Crochet by Selu is not merely a clothing brand; it is a movement towards sustainable and intentional fashion. The business specialises in creating custom-made pieces using high-quality yarn, ensuring that every item is both beautiful and durable. From elegant dresses and stylish hats to versatile bags, the brand blends traditional crocheting techniques with modern, sophisticated styles. Mdluli’s commitment to her craft extends to the environment. The business prioritises the use of environmentally friendly materials and pays meticulous attention to detail in every stitch. Furthermore, the enterprise serves a social purpose to empower women.
In a short space of time, Crochet by Selu has secured a position on the map of African fashion. “A major milestone occurred in 2025 when I was invited to showcase my collection at the prestigious Standard Bank Luju Fashion Show, Mdluli says.
Mdluli stood alongside renowned international designers such as Thula Sindi. The accolades did not stop there. The brand was nominated for the Made in Eswatini Consumer Choice Awards under the category of Consumer’s Favourite Apparel. In a significant move for regional expansion, Crochet by Selu has also managed to stock its products at Vilakazi African Curios, a well-known gift shop located in the historic Soweto, South Africa. These achievements highlight the brand’s ability to resonate with both local and international consumers. When asked about the secret behind her rapid ascent, Mdluli points to hard work, consistency and patience. She maintains that knowing her success depends entirely on her own efforts, what keeps her motivated daily. While she is a public figure in the fashion world, Mdluli remains a private person at heart. Outside of the digital spotlight, she is a dedicated wife, a mother and a teacher by profession.
*Full article available on Pressreader*
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