BY SIPHOSETHU MABUZA
MANZINI– The Eswatini Lifestyle Awards (ELA) 2026 positions itself as a platform that goes beyond recognising winners, with organiser Jumbo Khumalo seeking to create greater visibility for people, businesses and brands contributing to Eswatini’s creative and lifestyle industries.
Khumalo said the idea behind ELA came from observing the number of Emaswati doing exceptional work without enough platforms dedicated to celebrating their achievements. “We have so many incredible people doing exceptional things in Eswatini, but we do not always have enough platforms dedicated to celebrating them,” Khumalo said.
He said the awards are intended to celebrate excellence while also inspiring others to pursue their own ambitions. The platform recently adopted the name Eswatini Lifestyle Awards, a change Khumalo described as part of its growth and repositioning.
According to Khumalo, the previous identity had become restrictive as the vision expanded, with the new name providing broader scope to recognise talent, creativity, businesses and lifestyle brands. “The previous name limited and caged the vision,” he said.
Khumalo also wants ELA to develop into an ecosystem rather than remain an annual awards event. The broader objective includes creating visibility for deserving individuals and businesses, encouraging partnerships and attracting investment into local talent. The awards will be determined through public voting, giving audiences a role in deciding who receives recognition.
The events slogan, “See You at the Top,” reflects the ambition at the centre of the initiative. Khumalo described it as a mindset aimed at encouraging creatives, entrepreneurs, professionals and young people to continue working towards their goals. “It is about ambition. It is about telling someone who is starting today that their current circumstances do not have to determine where they eventually end up,” he said.
The awards are scheduled for 5 December, with Khumalo promising an experience that extends beyond the traditional trophy presentation. The programme is expected to include a red carpet, entertainment, performances, celebrity and influencer appearances.
Khumalo said his measure of success will ultimately be how people remember the evening. “Most importantly, I want people to leave saying, ‘That was an experience.’’ As ELA prepares for its upcoming edition, its focus remains on celebrating achievement while creating a culture in which ambition and progress are recognised.
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(Courtesy Pic)
