BY SIPHOSETHU MABUZA (INTERN)
MBABANE — What once began as a source of deep insecurity has blossomed into a flourishing beauty enterprise that is restoring confidence among women across Eswatini.
For Siphosethu Mwelase, founder of Sethu NailsIT, entrepreneurship is more than a business venture — it is a personal journey of transformation. As a child, she struggled with insecurity after injuring her middle finger. Self-conscious about its appearance, she began experimenting with ways to improve how it looked. What started as a simple attempt to feel better about herself soon revealed a natural talent.
“That is when I realised I had a skill,” she recalls.
Raised by a hardworking mother who runs both a day-care centre and a farm, Siphosethu grew up inspired by resilience and independence. She always envisioned building something of her own. That dream materialised in the form of Sethu NailsIT, a brand rooted not only in beauty, but in empowerment. Her mission is to help women embrace their hands and feel proud of them, regardless of any perceived imperfections.
The brand is committed to delivering high-quality nail services with a refined, classy touch. Its long-term vision is to become the leading nail service provider in Eswatini. Central to the company’s ethos are trust, integrity and professionalism — values that Siphosethu believes are essential for long-term success.
Recognising that nail treatments can often be costly, she intentionally positioned her brand as both affordable and inclusive. “Nails these days cost an arm and a leg,” she says, underscoring her determination to make beauty services accessible without compromising quality.
Like many entrepreneurs, Siphosethu has faced challenges. When some clients raised concerns about durability, she responded by investing in premium products to enhance longevity. During quieter business periods, she embraced direct marketing strategies and strengthened client engagement to grow her customer base.
Balancing corporate discipline with artistic creativity, she applies her formal experience to streamline operations and build meaningful industry networks. Looking ahead, Siphosethu envisions expanding Sethu NailsIT into a comprehensive beauty hub where women can access multiple services under one roof.
Her journey stands as a powerful reminder that insecurity can be transformed into purpose — and that confidence, once rediscovered, can inspire others to shine.
#WomenInBusiness #EswatiniEntrepreneurs #BeautyWithPurpose #ConfidenceThroughBeauty
