Startup Story
Many consumers are now looking for more holistic ways to meet their wellness needs. In South Africa, entrepreneur Stacey Jane Smith, founder of African Secret, has created a pathway to wellbeing naturally. She is harnessing the power of natural wild-crafted botanicals and transforming them into beautiful, healing products and a brand that resonates with those who love its ethos.
LoA learned more about this unique brand this month from founder Stacey Jane Smith.
What does your company do?
African Secret produces wellness products to relieve common ailments, using local wild-crafted botanicals.
“I became aware of the many harmful ingredients found in commercial products, and that’s when I started developing personal care products using natural ingredients.”
What inspired you to start your company?
The company was registered in 2008 by myself and a dear friend, who resigned from the business in 2011. Our mission back then was to promote local arts and crafts from under-privileged communities. My interest in natural ingredients and holistic solutions for common ailments sparked when I was pregnant. I became aware of the many harmful ingredients found in commercial products, and that’s when I started developing personal care products using natural ingredients. The more I researched, the more I became intrigued by the healing benefits gifted to us by nature and used for centuries by our forefathers.
What makes your business, service or product special?
We offer affordable holistic solutions to common ailments by incorporating mostly wild-crafted botanicals into our products, which are produced with the intention to uplift both physical and emotional well-being.
“We offer affordable holistic solutions to common ailments by incorporating mostly wild-crafted botanicals into our products.”
“I am currently working on incorporating indigenous plants into my products, as we have an abundant plant kingdom in the Western Cape.”
Tell us a little about your team
I am the CEO of African Secret and my role is to oversee design, R & D, operations, marketing, sales, administration, bookkeeping and overall running of the business. I have built relationships with top service providers and suppliers over the years, to ensure top quality products.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I have always been passionate about creating and selling quality products. Back in school, I used to make jewellery with leather and pendants. In High School I was fortunate to be part of a programme called Junior Achievement, which taught high school pupils aspects of running a business. I guess that’s where my passion for business all began.
What are your future plans and aspirations for your company?
I would like to expand my offering to include a range of natural supplements. I am currently working on incorporating indigenous plants into my products, as we have an abundant plant kingdom in the Western Cape. From there I would like to export, expand, employ, uplift and continue creating.
“At the core of my morals and values is the aspect of giving back and giving hope.”
What gives you the most satisfaction being an entrepreneur?
For me, the most rewarding part of being an entrepreneur is getting positive feedback on a daily basis, and customers telling me that I changed their lives with my products, by bringing relief to ailments that they struggled with for years. At the core of my morals and values is the aspect of giving back and giving hope. Growing my business has enabled African Secret to be a platform to assist those in need.
What's the biggest piece of advice you can give to other women looking to start-up?
Your reputation is your most valuable asset. Practice good business ethics.
Contact or follow African Secret
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL staceyjane@myafricansecret.co.za
Why LoA loves it….
People are becoming much more conscious of the need to improve their physical and emotional wellbeing, but at the same time, getting back to nature and treading more softly on the earth through holistic choices. Stacey Jane is helping consumers to achieve just that goal through her beautiful, natural brand and love of wild-crafted botanicals and their healing properties. By harnessing the power of nature, she is helping others to achieve the physical and emotional healing they need. — Melanie Hawken, founder & ceo of Lionesses of Africa