In the vibrant, sometimes unforgiving market, a quiet revolution is unfolding, one exquisite bottle at a time. It is a revolution spearheaded by Seluleko Shongwe, the founder of a growing fragrance business, whose personal journey is as intoxicating and complex as the scents she sells.
Like many great ventures, Shongwe’s business began in the most intimate of settings: Her home, with a mere five bottles of perfume.
“I started with just five bottles of perfume, selling to friends and family from my home,” she recalls.
Today, the operation has blossomed. She is no longer just selling a product; she is a recognised brand, a fixture at local market pop-up stalls and crucially, a woman with a blueprint for a physical store.
The sweet smell of accessibility
Shongwe’s vision statement is a crystal-clear declaration of intent: “To become Eswatini’s leading provider of premium yet affordable perfumes, inspiring confidence and elegance in every individual.”
Her business model is built on the simple, yet often overlooked, principle of accessibility.
Her inventory spans a wide spectrum, from sophisticated designer-inspired scents to complex, unique niche fragrances.
She is on a mission to prove that quality and affordability do not have to be mutually exclusive.
“Our goal is to make luxury scents accessible to everyone in Eswatini,” she explains.
This ambition is cemented in her mission statement: “To deliver high quality, long-lasting fragrances that cater to diverse tastes, while empowering local communities through entrepreneurship and excellent customer service.”
Beyond simple retail, the company offers retail and wholesale perfume sales and notably, custom scent consultations, a personalised touch that elevates the shopping experience from a transaction to a ritual.
Leading with empathy and gratitude
For Shongwe, the journey from side hustle to executive director was driven by a deep personal ambition: “My desire to be financially independent and to create a legacy that inspires other young emaSwati, especially women.”
Her leadership style is a reflection of this empowering ethos.
She describes herself as a hands-on, empathetic leader who is constantly learning alongside her team. The company’s positive energy is not left to chance; it is actively cultivated.
“I lead with gratitude and enthusiasm. I celebrate small wins, encourage feedback and make sure every team member feels valued and heard,” she says.
This internal culture of appreciation directly translates to exceptional client care.
Keeping clients happy, she maintains, is about ‘listening to their needs, offering personalised recommendations and ensuring every purchase is a delightful experience from scent selection to packaging.’
Purpose over profit
The entrepreneur is candid about her initial expectations. “Honestly, no,” she replies when asked if she saw herself where she is now. “I started this as a side hustle, but the love and support from my customers pushed me to dream bigger.”
This journey of unforeseen growth is a compelling narrative for any aspiring executive director.
Her advice to those aiming for the boardroom is grounded in humility and persistence: “Start small, stay consistent and don’t fear failure, it’s part of the journey.” She is also realistic about the turbulence that comes with the territory.
Aspiring leaders should “Expect challenges like financial constraints, self-doubt and market competition, but let your passion and purpose guide you.”
It is perhaps fitting that Shongwe’s current reading material is ‘Start with Why’ by Simon Sinek.
The book is helping her ‘stay focused on my purpose and long-term goals,’ a necessary anchor for an entrepreneur building an empire not just on ephemeral fragrance, but on tangible value and community empowerment.
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