More than two decades ago, an eight-year-old girl entered a business competition without formal training or mentorshipand won.
That girl was Dr Imaan Essop. Today, she’s a bachelor of medicine and surgery graduate from Shandong University in China, and the founder of Queen Mojadji’s Handcrafted Luxuries and The Soap Cakery in Johannesburg.
The Beginning
Being the youngest contestant in that childhood competition, the victory came as a surprisebut it planted seeds of confidence that would shape her future.
“Winning gave me a huge confidence boost. It confirmed that I naturally understand certain business concepts and how to turn ideas into something real. It felt almost like a gift, being able to see what works and act on it quickly.”
That experience showed her early on that age or formal education is not what determines whether someone can succeed in entrepreneurship.
Building a Proudly South African Brand
The brand name is inspired by the legendary Rain Queen Modjadji, a historic symbol of leadership and abundance. For Essop, it reflects her desire to keep the brand proudly South African while building something that can grow beyond national borders.
“I am proudly South African and I believe our country has an incredible entrepreneurial spirit. You see it everywhere, from people running small businesses on street corners to large international companies.”
Milestones and Missed Opportunities
Her journey has had highs and lows.
One highlight was supplying big clients like the Four Seasons Westcliff and Nedbankmoments she describes as powerful validation.
But while studying overseas, she once received a large order for more than 3,000 items but couldn’t fill it because she wasn’t physically present.
Experiences like that taught her that entrepreneurship isn’t only about financesit’s about managing expectations, emotions, and setbacks.
Creative Ventures
Beyond her main business, Essop has launched other creative ventures:
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Tortured Treats: A playful “therapy in a box” concept allowing people to decorate and humorously destroy cookies representing someone they “love to hate”
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If Designs: A personalised apparel brand producing locally made streetwear
Across all ventures, the core philosophy remains: celebrating creativity, individuality, and South African craftsmanship.
Giving Back
Essop mentors aspiring entrepreneurs through the National Mentorship Movement, sharing practical lessons learned through what she calls the “school of hard knocks.”
Advice for Young Entrepreneurs
“Your idea does not have to be perfect. Just begin. Trust your instincts, take the risk, and keep going, even when people say no.”
She admits entrepreneurship can be demanding and unpredictable. There were moments she seriously wondered if it would work.
“During those times I would ask myself a very simple question: Would I rather be doing something else? I had to answer that honestly instead of assuming that something else would automatically be easier.”
“There is a difference between going to bed exhausted and dreading the next day, and going to bed exhausted but still feeling excited about what you are building. That distinction told me a lot.”
The Support System
She stresses the importance of support, saying over time she found friends who could hold space for her during difficult momentseven when she was being difficult or in a foul mood.
What’s Next
With three employees and a growing network of suppliers and partners, her ambition is to expand Queen Mojadji’s Handcrafted Luxuries internationally.
The dream: to one day see her products on store shelves in New York, London, and Shanghai.
The Bottom Line
A doctor who makes soap. An entrepreneur who started at eight. A proudly South African brand with global ambitions.
Imaan Essop’s journey proves that business instincts can’t be taughtand that the best ideas often come from following your gut.
