How Siyasanga Hohana is investing in the township economy she calls home

South Africa’s township economy has become increasingly recognised as a crucial engine of entrepreneurship, job creation and local economic development. Its market value is estimated at R900 billion, with approximately 60% being formal and 40% informal [ 1 ]. Despite structural challenges such as poverty, poor infrastructure, crime and limited access to funding, township entrepreneurs continue to build businesses and create opportunities in the communities they call home.

The township economy is deeply anchored by local entrepreneurs, from street vendors to local food retailers, spaza shop owners and hairdressers, with many of these businesses driven by women. One of them is Siyasanga Hohana, a somatologist and founder of Hohana Style Up Studio S.A in Mdantsane, an urban township near KuGompo City, Eastern Cape. In 2020, she returned to the township where she grew up with a vision to build a beauty business that would create employment opportunities and equip young people with skills for long-term economic participation.

“I started my business in the township I was raised in, to educate young people, especially young women, by sharing my knowledge and skills.”

Born and raised in Mdantsane, Siyasanga moved to Johannesburg after high school to study towards a Diploma in Somatology at Camelot International Beauty College and later, pursued a Diploma in Marketing Management through UNISA.

“I grew up seeing women struggle with confidence because they did not feel beautiful in their own skin. For me, beauty is more than just looking good and glamorous. It is about healing and wellness. When I studied somatology, I learned how the skin, body, and mind are connected. Then I realised I could help women feel confident from the inside out through holistic body treatments, facials and self-care.”

Siyasanga’s career began in 2011, working for various beauty and wellness spas. In 2012, she made a bold move and started her beauty spa business, Hohana Style Up Studio S.A in Johannesburg. After the business closed due to personal challenges, Siyasanga stepped away from the beauty industry and returned home to Mdantsane.

The rebirth of Hohana Style Up Studio S.A began in 2021 in the garage of her grandmother’s Mdantsane home, which she revamped into a professional beauty space. The business provided holistic beauty and wellness services, including massage therapy, facial treatments, nail care, male grooming and waxing.

Over the past five years, Hohana Style Up Studio S.A has grown and continues to thrive, opening its second branch in Amalinda, KuGompo City. The company has since expanded into manufacturing its own skincare products. The business currently employs close to 10 people. Some of its former employees have gone on to pursue their own entrepreneurial journeys in and around Mdantsane, taking with them the skills and knowledge they gained under Siyasanga’s mentorship.

“Operating a beauty spa business in Mdantsane is a huge achievement for me. Holistic beauty spas are uncommon here. It has not been easy educating people about the business. There are varying perceptions about what we do and whether it is a service people in the township need.”

Running a small business in the township

Living in one of the most unequal societies in the world, many South Africans in townships have limited consumer spending power due to unemployment, poverty and low-income jobs. This poses a challenge for township small business owners like Siyasanga, who must make their services affordable and accessible to the community while ensuring profitability.

“Pricing has been one of the biggest challenges. People in Mdantsane love beauty and wellness services, but sometimes they cannot afford to pay for them.”

Creating opportunities: Young women in the township economy

Siyasanga believes it is important for young women to play a meaningful role in driving the township economy.

“We need to play a key role in creating employment opportunities for young people and inspire them to start their own businesses. Running a business and creating room for others to grow is one of my biggest accomplishments. I am grateful to be a role model for other young girls in the community where I grew up. Many of them are interested in the beauty industry and want to explore its various aspects.”

Hohana Style Up Studio S.A hosts an annual beauty training programme for 20-25 unemployed youth in Mdantsane.

For Siyasanga, running a business in the township includes giving back to the community in which it operates. “We host an annual Christmas gathering for children in our neighborhood. We also hold women-to-women wellness conversations in our community. In the future, I want to create mentorship opportunities for teenage girls in my community which will expose them to good role models.

Siyasanga has many ambitions for her business, including investing in property, building a large beauty spa and owning manufacturing facilities while creating more employment opportunities in the township.

“My advice is to start with the vision that you have. Do not wait for funding to execute your business plan. Find something that will finance your dream and start, even if you start small. You must do something you love, which will motivate you to wake up and work every day. You must be consistent, confident, and brave enough to do something others are not doing. Be patient; a business will not bloom in a few months or a year; it takes time.

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 Sources:

[1] https://www.pic.gov.za/assets/TownshipandRuralEconomy.pdf