I build online stores that sell — and brands people remember.

I didn't take the straight road into digital — and I'm glad I didn't. I started in interior decorating, learning how spaces make people feel and how details tell a story. Then came nearly a decade at Netstar, where I learned the unglamorous disciplines that make businesses actually work: coordinating national operations, managing ±1,600 SMB accounts, and staying calm when everything is urgent at once.

In retail, those threads pulled together. I was trusted to lead a full ERP migration across nine stores — then handed the keys to the online business as Online & Marketing Manager, reporting to the CEO and leading a team of seven.

"We inherited a loss-making online store. Fourteen months later, it broke even — and on Black Friday it did over a million rand in a single day."

Today I run Purely Euphoria — my own venture combining a handmade gifting brand with digital marketing services for small businesses. Being a founder means there's no one else: I build the store, write the copy, run the ads, read the data and pack the boxes. It's the most honest test of skill there is.