What started as a survival strategy after losing employment during the COVID-19 pandemic has evolved into a growing township food business built on branding, presentation and resilience.
Relebohile Lucia Mohale, a roadside scone seller operating along the M17 road in Soshanguve, believes entrepreneurship is not only about selling baked goods, but also about building trust through professionalism and personal identity.
Born and raised in Lesotho, Mohale said financial hardship forced her to leave school at an early age. Determined to change her circumstances, she later relocated to Johannesburg in search of work and opportunity.
“I came from humble beginnings and faced financial hardship that forced me to leave school. What I lacked in opportunity, I made up for in drive and courage,” she told Vutivi Business News.
Photo: Supplied
Mohale initially worked as a housekeeper, but her entrepreneurial journey began unexpectedly when her employer, a banker who baked part-time, invited her to assist in the kitchen.
“That simple opportunity became the spark that ignited my passion. I observed keenly, learned quickly, and discovered not only a skill but a calling,” she said.
After losing her job during the COVID-19 pandemic, Mohale decided to turn her baking skills into a source of income. Using savings she had accumulated over time, she relocated to Pretoria and began selling baked goods door-to-door in 2023 before eventually moving to roadside trading in 2024.
From survival to entrepreneurship
Today, she has built a growing customer base in Soshanguve, where her business has become recognised not only for its products but also for its corporate-style presentation.
Unlike many informal traders, Mohale operates in formal business attire. An intentional branding strategy she believes, directly influences customer trust and sales.
“I believe that how I look every day when I go to work has a big impact on my business because before people see my products, they see me,” she said.
“I’ve had a lot of people tell me they are buying because I look presentable and clean, and that alone attracts many customers.”
Her experience reflects a growing trend among township entrepreneurs who are increasingly using branding, image and professionalism to differentiate themselves in highly competitive informal markets.
Mohale said presentation has become a critical part of her business identity and customer engagement strategy.
“I attract mainly male customers, but lately even women come to compliment and motivate me,” she said.
Building a brand beyond the street corner
What began as a means of survival has since evolved into a broader vision for empowerment and economic participation.
“Through baking, I found healing, empowerment and a renewed sense of identity,” she said.
Mohale now hopes to pursue formal baking education to refine her skills further and eventually create opportunities for other aspiring bakers.
“My goal is to empower young bakers, create employment and establish a movement that champions women’s empowerment through entrepreneurship,” she said.
She believes her journey demonstrates that informal township businesses can build strong brands and sustainable enterprises despite limited resources.
“We cannot choose the circumstances of our birth, but we can choose the direction of our future,” she said.
“The power to rise, rebuild and redefine your story lies within you.”
