Nicole Koopman

What does your company do?

Keychain SA is a purpose-driven business that exists to help fight gender-based violence through practical action, not just awareness. We design and supply self-defence keychains and safety tools for women, and offer training workshops that equip them with real skills—mentally, emotionally, and physically. But we’re not just selling products. We’re building a movement. We’ve trained thousands of women, partnered with major brands, and helped women across South Africa, Namibia, and Botswana launch their own safety businesses—creating ripple effects far beyond ourselves. Our mission is bold: to end GBV in our lifetime. Not through hashtags or headlines—but by educating, equipping, and empowering one woman at a time. As a mother, I refuse to let my daughter grow up in a world where danger is normal. Keychain SA was born from that refusal. I’m not building a business—I’m building a shield. For my child. For your child. For every woman who deserves to live without fear. We are proud that we have helped over 5500 women todate and will continue to make a difference.

What is your biggest success?

Success, for us, is knowing there’s one less easy target. It’s not about fame or money—it’s the voice note from a woman who finally feels safe, the mom who shares what she learned with her daughters. That’s when we know we’re making a difference. We’ve worked with respected brands like DHL across South Africa and Spar, where I was selected as a Spar Women’s Challenge 2025 Jozi ambassador. Being featured over 16 times on SuperSport, as well as on SABC News and ENCA, has helped take our mission across Africa. In 2024, I was runner-up in the Old Mutual SMEgo “Entrepreneur of the Year” awards and spoke on the NPL stage—an unforgettable moment. Using 15+ years in sales and business, I’ve built something that lives beyond profit. We’ve helped 25+ women launch similar businesses in SA, Namibia, and Botswana. Our mission is clear: fight GBV, empower women, change lives.

What has been your biggest hurdle?

One of our biggest hurdles has been funding and support. While our mission is to make self-defence tools and training accessible—especially for vulnerable women—we’ve had to finance most of it ourselves. Despite proven impact, funding applications are often declined, and gaining corporate or government buy-in hasn’t been easy. Many still see safety as optional, not essential. We’ve also had to overcome public stigma. Self-defence tools are misunderstood by some as “violent” or unnecessary. We’ve received hate, criticism, and judgment—but continued to educate, train, and shift mindsets. Still, we’ve pressed on. We’ve built Keychain SA with no handouts—just conviction and consistency. Each workshop, each keychain sale, each woman who walks away feeling stronger proves we’re on the right path. These challenges have shaped our resilience. We don’t just sell tools—we change lives, and the lack of support has only deepened our commitment to keep going, no matter what.