Joani Jacobs is a name synonymous with female empowerment and visionary leadership in the modelling and pageantry industries. As CEO of Mrs. South Africa and Ace Models International, Joani’s journey is a testament to her unwavering commitment to uplifting women. Through her bold vision, she has not only redefined industry standards but has also created powerful platforms that inspire transformation and legacy. Her influence, reaching far beyond boardrooms into studios, stages, and countless hearts, is a testament to the many lives she and her dedicated team have touched. Joani’s work truly empowers women to step into their confidence and embrace their purpose, making her a true trailblazer for us all.

No doubt many are intrigued by her outlook and driving force, commitment and achievements and so KeaMM posed a few questions to her:

Congratulations

KeaMM: You crowned a Mrs South Africa who took the Mrs World Crown. How does it feel?

Joani Jacobs: Thank you so much. It’s truly overwhelming in the most beautiful way. Watching Tshego take the Mrs World crown was a moment of deep pride—not just for her, but for what it represents. It’s the fruit of years of intentional work, faith, and community. It felt like a divine confirmation of our purpose: to raise women who shine on the world’s stage—not just in beauty, but in grace, strength, and purpose.

The Beginning

KeaMM: When, how and why did you start Mrs South Africa?

Joani: I didn’t start Mrs South Africa from scratch, but I was entrusted with its rebirth—an honour and responsibility I didn’t take lightly. Years ago, I saw a gap: there were incredible married women with so much to give, yet so few platforms that celebrated them beyond their roles at home or in the workplace. I felt a divine nudge to reposition this brand—not just as a pageant, but as a leadership and transformation platform for women of influence. And that’s exactly what it has become.

Crowning Tshego Gaelae

KeaMM: What was most outstanding about Tshego to crown her Mrs SA 2024?

Joani: Tshego has always carried something deeply magnetic about her—a quiet confidence that doesn’t scream for attention but commands respect. She’s intelligent, humble, poised and incredibly kind. But what truly stood out was her sense of calling. She knew this journey wasn’t just about her, but about every woman watching, wondering if it’s too late, or if they’re worthy. She made them believe again.

Creating a Great Team

KeaMM: You have a great team around you. Not every Business leaders is able to achieve this. How did it happen for you?

Joani: I truly believe that purpose attracts alignment. From the beginning, I prayed for the right people—not just talent, but hearts aligned with vision. God brought people into my life who didn’t just believe in what I was building, but who felt called to it too. I also lead with transparency and integrity. I value people, and they feel that. We are a family, not just a business.

Mrs SA: More than a Pageant

KeaMM: It is clear is that Mrs South Africa is more than just a pageant. What are the offerings from this brand.

Joani: Absolutely. Mrs South Africa is a personal development and leadership accelerator wrapped in a glamorous package. We offer mentorship, public speaking training, media exposure, business networking, and access to life-changing experiences that build confidence and visibility. We also have charity and advocacy initiatives, helping women find their voice and use their influence for good. It’s a full transformation journey—inside and out.

Building Lessons

KeaMM: What have you learnt in the journey to building the Mrs South Africa brand into what it is today?

Joani: That vision requires faith, consistency, and resilience. There will be seasons of resistance, but if you stay rooted, the fruit will come. I’ve also learned the power of collaboration. No one builds anything meaningful alone. And most importantly, I’ve learnt that when you honour God with your work, He multiplies it in ways you couldn’t even imagine.

To Conclude:

KeaMM: Thank you for your time. Any special parting words for our readers?

Joani: Thank you for creating space for voices like ours. To every woman reading this: you are never too old, too ordinary, or too late to become everything God has called you to be. When you partner with Him, your life becomes a testimony. Keep showing up. Keep trusting. And don’t be afraid to take up space—you were born to shine.

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