Joani Jacobs

What does your company do?

Mrs South Africa and Ace Models International are two premier organizations dedicated to empowering women and youth through leadership, personal development, and the modeling and media industries. Mrs South Africa is a renowned women’s empowerment program and pageant platform that celebrates the strength, beauty, and influence of married women across the country. It provides participants with personal growth opportunities, leadership training, and a national stage to inspire and uplift others. Ace Models International is a leading modeling and talent academy with franchises across Africa and Australia, specializing in model development, life skills coaching, pageant training, and career mentorship. It focuses on building self-confidence, professionalism, and industry readiness from a young age. As CEO, my role is to lead the strategic vision, expansion, and impact of both brands. I am responsible for ensuring that our programs cultivate real-world skills, empower individuals, uphold industry excellence, and create sustainable opportunities for participants locally and internationally. Through mentorship, brand partnerships, and innovation, I drive both organizations’ missions to inspire confidence, leadership, and success.

What is your biggest success?

As CEO of Mrs South Africa and Ace Models International, my biggest success has been transforming both brands into powerful platforms for authentic empowerment. I led a strategic shift from traditional pageantry and modeling towards leadership development, life skills training, and meaningful impact. Under my leadership, we expanded our footprint across Africa and internationally, secured key partnerships, and launched initiatives that prepared women and youth not just for the stage, but for life. Most importantly, I created environments where confidence, resilience, and real-world success stories are built every day.

What has been your biggest hurdle?

My biggest challenge as CEO has been shifting outdated perceptions about the modeling and pageant industries. Many people view them purely as beauty-focused, but our mission is about empowerment, leadership, and personal development. Changing mindsets — both internally and externally — required redefining our brands, building credibility, and continuously demonstrating the real, lasting impact we have on women and youth. It’s an ongoing journey of education, innovation, and holding true to our deeper purpose while navigating a highly competitive and evolving industry.