Palesa Maleka, celebrated for her contributions to wellness and the founder of Supported Shapewear, has set herself apart by transforming the concept of comfort and confidence in one’s body.
Before diving into the competitive world of fashion and apparel, Maleka honed her skills in the health and wellness sector.
With her rich experience as a clinical dietitian, she helped clients navigate their intricate relationships with food, weight management, and holistic wellness strategies.
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Through her online platforms and personalized practice, she sought to simplify nutritional concepts while prioritizing her clients’ physical and mental health.
However, interactions with clients revealed a subtle struggle many experienced regarding their health goals, body image, and the comfort of daily outfits.
During the Covid-19 pandemic, Maleka momentarily halted her dietetics practice to concentrate on shapewear, utilizing insights gained from her clients.
“When I launched Supported Shapewear, I never imagined it would expand so immensely, and I always aim to pour my heart into any endeavor I embark on,” she conveyed in an interview with the Mzansi Business Podcast.
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“I came to realize that if I stayed in dietetics, I wouldn’t be able to fully dedicate myself to my professional aspirations, so I opted to take a break from that. It’s similar to raising a child; you wait for them to reach a specific age, allowing them to walk on their own, and then you transition to the next phase.”
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Maleka feels that she has evolved significantly as a businesswoman since her clinic days and the inception of Supported Shapewear.
“Back then, I don’t even think I saw myself as a businesswoman. I was simply an eager young woman driven by an indescribable passion. Now, I recognize that it was entrepreneurship.”
She emphasizes that the core mission of the brand extends beyond mere appearance; it is about empowering women to feel supported, comfortable, and self-assured.
Opening a Storefront
In a time when many retailers are increasingly moving online and cutting costs by shutting down physical locations, Supported Shapewear has chosen a different path by launching a new storefront in Midrand, Johannesburg.
Despite the e-commerce trend, Maleka insists that the physical store is a conscious, customer-focused choice.
She asserts that the in-store experience is one of the brand’s crucial selling points.
“I previously held numerous pop-ups that lacked professionalism. We often had to improvise. Friends would help me sell, and at times, we didn’t even track our inventory because we trusted those assisting us. However, there comes a moment when you want to elevate your operations and implement structured systems.”
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She believes the showroom also helps bridge the trust gap that consumers often feel with online retailers. As a result, she reports an increase in sales.
“We continue to advocate for online sales, but having an online store is also about cultivating trust.”
Maleka has partnered with other determined women to showcase a variety of brands in the showroom.
The new store is set to open in October.
You can also listen to this podcast on iono.fm here.
* You can listen to the full podcast above or download it from iono, Spotify, or Apple Podcasts.
