Jorgina Heugh

What does your company do?

Adore Her by G is a South African beauty brand founded by Jorgina Heugh in September 2021. Based in Atlantis, Western Cape, the company specializes in offering high-quality, affordable eyelashes and beauty accessories. Jorgina identified a market gap for premium lashes at accessible prices and established the brand to cater to this need. The brand provides a variety of products, including strip lashes, cluster lashes, lash adhesives, and beginner-friendly lash kits. Additionally, they offer press-on nails and conduct lash application workshops. Adore Her by G emphasizes customer education, particularly for new lash users, by providing tutorials and guidance to enhance their beauty routines. ​Operating primarily online, Adore Her by G reaches customers across South Africa through their website and social media platforms. Their TikTok account features tutorials, customer reviews, and business insights, fostering a community around the brand .​

What is your biggest success?

One of my biggest successes has been empowering over 6,000 women through lash education and beauty workshops since launching Adore Her By G in 2021. I turned a passion into a purpose-driven business, offering affordable, high-quality lashes and training workshops. A highlight was being recognized as a finalist for GoodHope FM’s Warrior Women Award. From hosting sold-out empowerment events to seeing women I’ve trained start their own beauty businesses, every milestone reflects the impact I’ve made in my community. My proudest moments include graduating from the University of Johannesburg thanks to the Raymond Ackerman Academy, being a finalist for the Young Leader Award with Free SA, being part of the finalists for the Youth Start CT competition hosted by the City of Cape Town, and currently participating in the L’Oréal Livelihood Program hosted by the Forest Whitaker Foundation, as well as being one of the top 100 Young Shining Star South Africa Award winners.

What has been your biggest hurdle?

My biggest hurdle has been balancing the growth of Adore Her By G while managing my personal responsibilities. As a single mother of two, running a business means juggling both roles constantly striving to give my best to my children while ensuring my business thrives. Time management, financial sustainability, and staying focused on long-term goals have often felt overwhelming. Navigating the beauty industry’s complexities and fierce competition also posed a challenge. There were moments of self-doubt, questioning if I could sustain the momentum, especially in the early stages. However, through persistence, learning from my mistakes, and tapping into the right support networks, I’ve managed to overcome these obstacles. Each hurdle has taught me valuable lessons, and I’ve come out stronger, more focused, and determined to push my business further. The journey has shaped me into a more resilient and empowered entrepreneur.