As the world observes 16 Days of Activism for No Violence Against Women and Children, stories of hope, strength, and transformation resonate more powerfully than ever. Among these, the journey of AMAZI, a purpose-driven social enterprise, stands out as a testament to what meaningful empowerment can achieve.
A Decade of Impact
When AMAZI opened its doors ten years ago, its mission was clear: equip young Black women with skills no one could take away. Starting with only five women, borrowed nail polish, and a dream, founders Divya Vasant, an economist, and Lisa Mgcotyelwa, a beauty industry expert, built a platform centred on dignity, opportunity, and independence.
Today, AMAZI operates 40 nail bars within Woolworths stores nationwide, employing over 150 women and having trained more than 2,500 aspiring beauty professionals. These skills not only open doors to careers in the beauty industry but also empower women to build and run their own businesses.
Empowering Women Facing Real Challenges
The women in AMAZI’s ecosystem represent resilience in its truest form:
- Ages 19 to 35
- Almost 80% are single mothers
- 97% did not complete school
- 90% are survivors of gender-based violence
For many, the beauty industry is not merely employment—it is safety, stability, community, and a renewed sense of self-worth.
“What we knew for sure is that when a woman is given the opportunity to earn, the ripple effect is extraordinary,”.
says co-founder Divya Vasant
And that ripple—economically, emotionally, and socially—continues to expand.
A Transformative Partnership With Woolworths
The collaboration between AMAZI and Woolworths is built on shared purpose. Through this partnership, AMAZI has scaled its business without compromising its mission: offering customers convenient, high-quality beauty services while creating life-changing opportunities for unemployed women, many rebuilding their lives after GBV.
“Working closely with AMAZI to help scale their business and broaden their impact has been deeply fulfilling. We exist to bring quality to life—not just for our customers, but for our communities and our planet.”
says Lawrence Pillay, Woolworths Group Head of Sourcing for Fashion, Beauty and Home
Together, AMAZI and Woolworths provide:
- Skills training for sustainable income
- Safe and supportive working environments
- Emotional and peer support networks
- Pathways to independence for women escaping cycles of violence
This is more than a business partnership—it is a commitment to changing lives.
Customers as Catalysts for Change
AMAZI believes that everyone has a role to play in building a more equitable society.
“Our philosophy is that customers can be investors in social change. Every time someone chooses AMAZI, they’re not only helping fund opportunities for women—they’re investing in South Africa’s future.”
says Vasant
AMAZI and Woolworths are proving what’s possible when purpose meets action: real empowerment, real change, and real hope for women who deserve the chance to rebuild and thrive.
