Star Style – HellenRose Founder, Lerato Kgamanyane

Lerato Kgamanyane, founder of fashion and lifestyle blog HellenRose, tells us what it takes to be an entrepreneur with flair

What sparked the idea for your business HellenRose?

My passion for women and producing content that speaks to them was an itch I couldn't escape. That's where the urge to start a business and build my personal brand comes from. I'm also still pursuing my BCom degree in transport economics at the University of Johannesurg.

How do you generate new ideas for your website and keep readers engaged?

I conduct a trend analysis, regularly. I take my web analytic tools seriously because it helps me engage with my followers more meaningfully. It's also very important for readers to know more about the person behind the brand HellenRose as it draws people to me. I boost my brand partnership content on all social media platforms to increase exposure and readership.

HellenRose is also open to contributers. Please tell us more about that.

I've been so fortunate that a lot of women have been reaching out to me, asking to contribute to HellenRose.

I also reach out to other women in different fields who are willing to share their own stories. Social media has made it very convenient to connect with the women I aim to speak to.

You've collaborated with many brands. How do you choose who to work with, and why?

It depends on the universe as well as my commitment. There've been ideas that looked great on paper, but my heart just wasn't invested. There've also been ideas my heart was invested in, that had to take a backseat due to the overhaul I needed to do on the

HellenRose website, and relationships I had to build first. I don't want to jinx this, but I'll divulge a scoop with you – you can look forward to a HellenRose collaboration with a luxury cognac brand soon.

What are the top three skills women need when they start a business that seeks to develop other women?

You must be financially savvy, have integrity – which is something women innately have as opposed to men – and nurture your ability to build meaningful relationships. Being an entrepreneur is not easy. So:

1. Prepare for the fight of your life.

However, it's very rewarding to have a hand in steering the circumstances of women upward — that's something to be proud of. You also build a network of phenomenal women.

2. Read more.

The women development space is vast – you can enter the media and publishing sector or get into politics, whatever it is, make sure that you're not a gimmick or seek to just commercialise serious issues that affect women.

3. Meet criticism with confidence.

The emancipation of women requires brevity. You can't be timid or modest. You need to be confident in your cause. And because we live in a misogynistic and patriarchal society, you're going to be rejected and criticised all the time, but always remember why you started.

What's your greatest fear?

My greatest fear is leaving this earth before fulfilling my duties to myself, my business and the world. My advice to young women who fear going into business is, you never know until you try. Just do it. Go in fearlessly. The famous quote by Marianne Williamson – 'Our deepest fear is not that we are inadequate, our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us' — has manifested itself in my life in a way that's glorious. I'm finally pursuing what I've always been passionate about and I'm brilliant at it.

Okay, let's talk fashion! Firstly, who's your style muse?

If [stylist] Darja Barannik and [model] Olivia Culpo had a fashion child, she would be my style muse.

Which fashion item are you coveting right now?

One of the Louis Vuitton Horizon 55 luggage bags.

Which fashion craze are you currently in love with, and what's your take on Mzansi's trend awareness?

I love the multiple bag trend! But it seems like South Africa is just not riding that wave. It's not the most functional trend, granted, but sometimes it's okay to forget about practicality and just look attractive!

How do you stay in shape?

I drink green tea – I swear by it! Water is also important. I try to limit my alcohol intake by drinking on the weekends only, and I don't eat after 8:30 pm. I have an on-and-off relationship with exercising, but I do workout every now and then.

What are you currently reading?

Lots of magazines! They expose me to what is currently on trend and the issues that affect women. I love reading Lean In by Sheryl Sandberg. She gives stellar advice on being a woman in business.