By: Tebogo Mokwena
Lethabo Motibane, who is the owner of Ledjoy which creates luxury watches, used to walk 10km a day to attend school. Understanding the value of time, she decided to start a company that was dedicated to helping others keep time. Motibane grew up in Ga-Mashashane in Polokwane, where it was not uncommon for villagers to travel long distances to get an education. “I used to wake up earlier than usual to make sure that I arrived at school on time, so I had to be very mindful of every second I spent,” she told Vutivi News.
Ledjoy, which was founded this year, produces a range of watches that are aesthetically pleasing but also tell a story of resilience, according to Motibane. Motibane studied towards a BTech in Analytical Chemistry and then worked at a chemistry incubation hub, where she met her business partner Susan Letswalo. She said that her exposure to SMMEs encouraged her to start her own business, which she began working on in 2020.
“I was inspired by the determination of SMMEs and their drive to act, as well as the strength to do something that is in their heart,” the business owner said. “Seeing how passionate they were, made me realise that it was time.” Motibane’s watches, aptly named Ledjoy Ke Nako, reflect the sentiment of a timeous decision to become an entrepreneur. “Susan helped me with marketing the product, and we worked on the idea until it came to realisation,” she said.
They manufacture analogue watches for men and women and have customers across the country. She said that getting the finances to start the business was difficult. “I had to fund the business, buying the components… from my own pocket, and it proved to be a monumental task to overcome,” she said. Motibane said that it was worth it, as nothing beat seeing her product come to life. “When we started, all I had were drawings. And the first time I held the complete product in my hands, I experienced an unexplainable feeling of immense joy,” she said.
But Motibane’s journey does not end here. “I see myself competing with other known international watch brands, as I believe that African-designed products should also penetrate this market,” she said. “I am also looking into exploring other business avenues, as my appetite for entrepreneurship continues to grow.”
