From architecture dreams to African luxury: The journey of Elegânté’s Noxolo Mseleku

When Noxolo Mseleku left her home in Illovu township in KwaZulu-Natal to pursue architecture in Johannesburg, she never imagined that a university rejection would redirect her life and career.

“That moment was a turning point for me,” she recalled. “I had always imagined myself becoming an architect, and when that application was rejected, I felt extremely disappointed. But sometimes life has a way of redirecting us towards where we truly belong. When I walked into that space for the first time, it just clicked. The precision, the structure, the artistry – it felt like architecture, but on a more intimate, human scale.”

Mseleku, now CEO of Elegânté, often said that “jewellery chose me, I didn’t choose it.” From a young age, creativity had been her way of understanding the world. “As a child, making clothes wasn’t just play, it was how I dreamed, how I expressed myself when words weren’t enough. Working with metals and gemstones gave me a new language to speak with. For me, creativity isn’t just about making beautiful things, it’s about translating emotions and experiences into tangible pieces of art.”

Her university years shaped her profoundly, particularly when she won a competition for a jewellery piece interpreting HIV and AIDS. “That piece was incredibly meaningful to me. Designing it was about giving form to emotions that are often left unspoken. Winning the competition was affirming, not because of the award itself, but because it showed me that jewellery could be more than ornamental. It could be a vessel for conversation, empathy, and awareness.”

Scholarship opportunities abroad further shaped her philosophy. In Italy she discovered romance and elegance in design, while in Antwerp she honed her technical expertise in diamond grading. “Italy ignited my heart, and Antwerp sharpened my mind,” she said. “Together they shaped my design philosophy that true luxury lies in the harmony of passion and precision.”

On returning to South Africa, Mseleku briefly worked for Browns before launching her own brand. “Working at Browns was an important experience, but very quickly I realised that my spirit was restless. I had my own vision burning inside me. I didn’t just want to make jewellery; I wanted to create something that carried my design philosophy, my values, and my story.”

The name Elegânté reflected her international education while remaining rooted in her African identity. “For me, Elegânté means refined beauty, a timeless quality that doesn’t shout but whispers with confidence. At its heart, Elegânté is more than adornment, it’s a celebration of self-expression, of beauty that feels both global and authentically African.”

Building a business in South Africa’s limited jewellery market was no easy feat, but Mseleku committed to creating opportunities not only for herself but for others. “From the beginning, I was intentional about building a team and giving opportunities to talented individuals who might not otherwise find a space to grow. I believe we rise higher when we rise together.”

The shift from creative to business leader also proved challenging. “The most difficult part was learning to let go of certain tasks and trust others with them. If you want Elegânté to grow beyond you, you need to create space for it to breathe. The De Beers Enterprise Development Programme helped me gain critical skills in running a successful jewellery business. It moulded me to not just be a designer with a dream, but a businesswoman with a roadmap.”

Today, Mseleku managed a team of three skilled professionals and described her leadership style as collaborative. “Leadership isn’t about control, it’s about trust. I’ve had to learn how to delegate, how to communicate clearly, and how to create an environment where my team feels empowered to excel.”

Her achievements included recognition among the top 10 at PlatAfrica and awards from Rand Refinery and the Department of Minerals and Resources and Energy. International exhibitions also left a lasting impact. “Walking into those spaces and seeing my jewellery alongside global brands was surreal. It affirmed that African luxury has a rightful place on the world stage.”

The pandemic tested her resilience when her retail store closed. “At the time, it felt like losing a part of myself. But in hindsight, it was one of my greatest teachers. It forced me to adapt and rethink how I connect with clients. It taught me that a brand isn’t defined by its physical walls, it’s defined by its essence.”

Looking ahead, Mseleku envisioned flagship boutiques locally and internationally, alongside significant job creation.

“I want Elegânté to be known not only as a jewellery brand but as a house of African luxury, carrying stories, heritage, and romance into the global market. My hope is to mentor, to create platforms, and to advocate for systems that nurture emerging talent.”

When asked to summarise her entrepreneurial journey, she paused before saying simply, “Gracefully resilient. No matter the setbacks or challenges, I’ve learned to move forward with grace and to see resilience not as hardening, but as the ability to bend, adapt, and keep blooming.”

BUSINESS REPORT