Passion for fashion
THULI MOLA OF STYLE ALERT IS ON THE BALL WITH HER STORE From a pop-up stall to founding a readyto-wear fashion store.
After being retrenched in 2010, fashionista and entrepreneur Thuli Mola chose not be a victim but ventured into the fashion industry to seek revenue.
Starting up her business as a small pop-up stall, selling vintage garments around the city of Johannesburg, the ambitious Soweto-born fashion lover and mother found herself becoming a hit among the inner city’s fashion concious.
This later materialised into her finally opening her boutique in Marshalltown.
Having learnt how to be a successful woman in business from her mother, who owned a variety of businesses, such as a hairdressing salon, Mola knew her solution had to be based in merging her love for vintage clothing with her modern chic
style.
Who is Thuli and where did the love for fashion and design come from?
Thuli Mola is from Soweto, born and bred, she’s the middle of three daughters raised by a strong, independent single mom. I, too, am a mom, who gets my love of fashion from childhood days spent paging through my mom’s photo album, which showed how she was a slay queen.
Have you always known you had a thing for fashion?
Not quite ... Growing up I loved sneaking into my mother’s closet and dressing up in her clothes.
My mother had style and I believe that is where I got most of my fashion identity from.
But I didn’t know it would be at this level...
When did you decide to open a boutique and what led you to the decision?
I am a firm believer in working hard, especially if you want to venture into business.
You must make sure your business doesn’t rely on “microwave success” – a hit today and gone tomorrow.
I started with pop-ups back in 2010, in my mother’s backyard in Dube, Soweto.
When the demand grew I realised I wanted a more stable business that would allow me to have one-on-ones with my clients.
That ensures that I give them my undivided attention with how to best style up the looks and play around with the garments they were purchasing from me.
What is Style AlertSA?
It is the brand that caters to the high demands of women who enjoy their “modern with a vintage twist” designs.
We offer ready-to-wear clothing for women who know what they want.
Is there a difference between Thuli and Style AlertSA?
It’s difficult to separate the two. I’ve been the ambassador for my brand from the beginning ... it’s going on for eight years now.
It is only excepted that when people see Thuli they automatically see Style AlertSA.
It is very important that I carry myself well when I’m in public because it can affect the brand.
Thuli Mola is from Soweto, born and bred, and the middle of three daughters raised by a strong, independent single mom I am a firm believer in working hard and paying your dues as a person with a dream or vision. Thuli Mola Fashionista, entrepreneur and mother
How has social media helped you grow your brand?
Social media helped tremendously.
When I started, all I had was Facebook, which I used to communicate with my long-term and prospective clients.
Social media back then gave a form of marketing my brand/ business without having to pay exorbitant prices or employ people to do it for me.
But the form of media has now evolved to Instagram.
The growth of social media platforms has contributed to the growth of my business as I now can sell my clothing to a larger, globalised market and not just those around Soweto.
On the flipside of the coin, I still rely on the power of word of mouth.
And quality counts, as I do have clients who do not own social media platforms.
But they have fallen in love with my brand, based on the quality of the garments I make and sell to them.
Is it difficult making a living from your passion?
No. In fact, it is spiritually rewarding. At first it was challenging and you barely make a profit, but because it is your passion, the fire will always burn.
There are days that I sit and look at how far I have come since 2010, and honestly, had I given up when the going got tough I wouldn’t be where I am now.
What are your top style tips?
1. Dress for your body type. 2. Know your “style identity”. 3. Confidence is key to a look.
Can you define your sense of style?
My style is versatile and retro. I mostly like vintage, trendy looks that I can add my touch of chic and a sexy modern edge to.