Lornelle Jonas

E'lique Advisory

What does your company do?

E'lique Advisory is a professional services firm that specialises in accounting, tax and advisory services. We are 100% black femaled owned firm based in Sandton, Johannesburg. Lornelle Jonas is the esteemed founder and CEO of E'lique Advisory and is driven by her commitment to fostering financial inclusivity for small and medium-sized enterprises (SMMEs), Lornelle actively promotes organizational sustainability through financial education and technological innovation. She spearheads a masterclass for SMMEs, offering invaluable insights to empower business owners in building sustainable ventures.

What is your biggest success?

E’lique Advisory has achieved the distinction of being the first black female-owned Xero platinum partner firm in South Africa. Recognized for her outstanding contributions to the industry, Lornelle received an honorary award for business advisory at the Forty under 40 Africa awards ceremony held in Kenya. This accolade underscores her status as a true pioneer, transcending conventional boundaries to make a lasting impact. Alongside her team, she has also led the firm to win “Emerging Firm of the Year” at the 2024 South Africa Xero Awards. Lornelle is also a finalist for 'Emerging CEO of the year " at the Africa CEO Summit that is scheduled to take place in Lagos, Nigeria in August 2024.

What has been your biggest hurdle?

Our biggest hurdle in our business has been finding the right talent to drive our growth. This challenge isn't unique to us; it's a common issue across various sectors, particularly among Small, Medium, and Micro Enterprises (SMMEs). Despite the high unemployment rate, many businesses struggle to find the skilled and motivated individuals they need. In my experience working with SMMEs, I've seen how this talent gap can stifle growth and innovation. Addressing this issue is a priority for us. We are actively implementing strategies to attract, retain, and develop the talent we need. This includes enhancing our recruitment processes, investing in training and development programs, and creating an engaging workplace culture. By focusing on these areas, we aim to build a team that can support our growth ambitions and contribute to our success. We believe that finding and nurturing the right talent is essential for the continued growth and competitiveness of our business, and we are committed to overcoming this challenge.