About this episode
How do you turn an unexpected career setback into a thriving luxury brand?
In this episode of From Garage to Growth, we sit down with Veliswa Tiya, founder of Rich Aunties Esthetics, to explore how losing her corporate job during the COVID-19 pandemic became the catalyst for building one of South Africa’s emerging luxury candle brands.
Veliswa shares the realities of starting from scratch, creating a premium brand in a competitive market, and building a business rooted in intention, creativity, and community.
From Corporate Life to Entrepreneurship
Like many entrepreneurs, Veliswa’s journey began with uncertainty.
After being retrenched during the pandemic, she chose to bet on herself. What started as an unexpected career pivot soon evolved into a purpose-driven business centred on craftsmanship, luxury, and creating memorable experiences.
Building a Luxury Brand
Creating premium products takes more than beautiful packaging.
Veliswa explains how she identified a gap in the market, developed a distinctive brand identity, and positioned Rich Aunties Esthetics as more than a candle company it’s a lifestyle brand celebrating elegance, self-care, and abundance.
The Challenges Behind the Business
Building a product business comes with unique obstacles.
From sourcing quality materials locally to managing suppliers and maintaining consistent product standards, Veliswa shares the practical lessons she’s learned while growing a manufacturing business in South Africa.
Growing Through Community
Marketing wasn’t just about selling products it was about building relationships.
Veliswa discusses how social media, word-of-mouth referrals, and community engagement helped her grow a loyal customer base and why authentic storytelling has become one of her most valuable marketing tools.
Lessons for Aspiring Entrepreneurs
Reflecting on her journey, Veliswa shares honest advice about overcoming fear, embracing uncertainty, and staying committed when building a business from the ground up.
Her story is a reminder that setbacks can become opportunities and that resilience, creativity, and consistency often matter more than having the perfect plan.
Whether you’re launching a product-based business, building a personal brand, or looking for inspiration to start your entrepreneurial journey, this episode is packed with practical insights and motivation.
About the Guest
Veliswa Tiya is the founder of Rich Aunties Esthetics, a South African luxury candle and lifestyle brand focused on creating premium home fragrance products that celebrate self-care, elegance, and intentional living.