Abstract:
This study has brought forward the analysis of the challenges and successes that
established female South African entrepreneurs have encountered through the formation
of their brands in the industry of luxury goods and services. The global female presence in
the entrepreneurship sphere is increasing dramatically. The phenomena of female
entrepreneurship are still developing and hold little valid research that is able to
prominently convey the thinking behind successfully established female South African
entrepreneurs. This research study aims to decipher the common challenges and
competencies that resonates most with established Afro-luxe female entrepreneurs. The
theoretical foundation in the secondary data comprised of the Competency Approach and
Dilemma Orientated Theory. The primary data was collected via semi-structured
interviews. Interviews will allow the researcher to derive the meaning from several female
Afro-luxe entrepreneurs of their lived experiences of certain phenomena that will be
outlined in various associated themes of challenges and competencies. Significant findings relating to cutting-edge views and perspectives on modern challenges and competencies that can contribute to the overall understanding of the modern day established South African Afro-luxe female entrepreneur will be presented.
