Startup Story
Zola Mhlongo, better known as Zola Zee Lovin’, is an actress, singer and media personality turned businesswoman with a contemporary shape-wear brand, Undefined Shapes, based in South Africa. Born and raised in Durban, and pursuing a degree in Drama at the University of Cape Town, the stage has been her office until Undefined Shapes awakened her entrepreneurial spirit. In just two short years since its inception, Undefined Shapes has achieved remarkable sales success, consistently selling out multiple times. The business continues to thrive, cultivating a rapidly growing community of loyal customers.
LoA spoke to founder Zola Mhlongo about the inspiration for her brand, her vision for the future, and her passion for entrepreneurship.
What does your company do?
Undefined Shapes is a company that provides shape-wear that is inclusive and comfortable for everyone. Our products are specifically designed to help shape, smooth, and sculpt your body for a smooth, contoured look. We are focused on making shape-wear an extension of your skin by providing seamless and breathable materials that are both functional and stylish.
“We are focused on making shape-wear an extension of your skin by providing seamless and breathable materials that are both functional and stylish.”
What inspired you to start your company?
I believe that shape-wear should not be seen as something to be hidden or a source of shame, but rather embraced and celebrated as a tool to enhance comfort and confidence. I took a leap of faith and decided to pursue this journey of creating shape-wear that made people who enjoy wearing it feel comfortable, sexy and a fun experience.
Why should anyone use your service or product?
We believe in community; the Undefined Shapes Community is diverse and unique, both online and offline. We believe that being an ‘Undefined’ person means you cannot confine a person in a box and we place emphasis on this. We embrace our differences and this is incorporated into our core values. We also try to emulate this ethos in our product design.
“We believe that being an ‘Undefined’ person means you cannot confine a person in a box and we place emphasis on this.”
Tell us a little about your team
We are a small and dynamic team of people who are dedicated to the vision of Undefined Shapes. As Founder and CEO, Zola manages the operations and creative direction of the company. We also have Khwezi Duma who manages Undefined Shapes’ social media and marketing. The team is passionate about the growth of Undefined Shapes as a brand.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
It has been a rewarding and fulfilling journey, I have learnt so much about myself, people, and the world of business. It is truly an eye-opening journey despite not having had past entrepreneurial experience. I have loved the support systems along the way and believe in leaning on them because we are who we are because of the people around us.
“We embrace our differences and this is incorporated into our core values. We also try to emulate this ethos in our product design.”
What gives you the most satisfaction being an entrepreneur?
When I get feedback, pictures and videos of people wearing Undefined Shapes. I love seeing people happy and excited about how they look in our shapers. It is always satisfying to see our community enjoy our products and allows us to become a part of their everyday experiences.
What's the biggest piece of advice you can give to other women looking to start-up?
Pursue your dreams, there is never a right time to do it except now. You will learn to be comfortable with the uncomfortable. Make sure you have good support systems. Embrace the challenges because the rewards are so much more fulfilling. Remember that it is a journey filled with learning and unlearning, both about yourself and the business. Always be open to changes.
Contact or follow Undefined Shapes
WEBSITE | INSTAGRAM | TIKTOK | EMAIL info@undefinedshapes.com
Why LoA loves it…
It is always wonderful to see women entrepreneurs building businesses that respond to a customer need and a gap in the market. Zola Mhlongo is doing just that with her exciting contemporary shape-wear brand. She is winning many new fans of her stylish and comfortable products, with women wanting to both feel and look good. She delivers both with her empowering range of Undefined Shapes products. This is definitely a brand to watch as it grows and expands its range and customer base. — Melanie Hawken, founder & ceo, Lionesses of Africa