Flair Collection was born from a passion for exquisite craftsmanship and timeless style. Established in 2016, the brand first made its mark with fashion pieces designed for women who embrace elegance with a distinctive flair. Today, that same spirit of sophistication extends into our handcrafted home décor—where artistry meets comfort in every stitch.

Each piece in our collection is meticulously crafted using the finest, luxuriously soft materials, ensuring a harmonious balance of beauty and durability. With their unique designs and inviting textures, our creations effortlessly transform any space into a sanctuary of style and warmth. More than just décor, our pieces evoke a sense of home—a place that feels curated, cozy, and undeniably yours.

Expanding from fashion to home décor is a natural evolution of our founder’s vision: to craft a lifestyle brand that embodies creativity, quality, and the distinct charm that South Africans can celebrate with pride. With Flair Collection, every detail is designed to inspire, elevate, and bring a touch of effortless luxury into your life.

Lionesses of Africa interviews the founder, Faith Tshepi Phoshoko:

What does your company do?

Flair Collection offers a range of timeless fashion and home decor pieces that are inspired by the evolving definition of style and are meticulously produced on African soil. Our range is targeted at women with a unique flair for style. Not only do they want to look good but they want their spaces (homes and offices) to reflect that same style. It's a way they express their personality. We are for women who embrace and celebrate beauty everyday - their own personal beauty and that of the spaces around them. We are an online store that started trading in January 2016 and continues to grow as the e-commerce landscape broadens in South Africa . 

What inspired you to start your company?

Over the years, I’ve had the incredible privilege of traveling to many corners of the world. During those journeys, I was always drawn to the little hidden boutiques—the ones tucked away from the busy streets, where true treasures awaited. It was in these quiet spaces that I found the pieces I still cherish today. They weren’t the most expensive, but they were rare, beautiful, and felt deeply personal. Every time I wear them, I'm reminded of why they captured my heart in the first place.

That feeling—that connection to something truly special—is exactly what I wanted to bring to life through Flair Collection. We're not here to chase trends. We're here to help women express their individuality through pieces that feel meaningful, timeless, and entirely their own. I still travel, and I still seek out those hidden gems, letting each new discovery fuel the inspiration behind every collection we create.

Why should anyone use your service or product?

At Flair Collection, everything we create is deeply personal. As the founder, I personally experience every design before it ever makes its way into our range. If a piece doesn’t make me feel like a goddess or transform my space into a place of beauty and pride, it simply doesn’t make the cut. That level of care and attention is woven into everything we offer.

If you’re someone who values uniqueness—pieces that make you feel confident and radiant, then you’ll feel right at home with Flair Collection. We’re not just selling products; we’re creating experiences that make you fall in love with yourself and your space, over and over again.

Tell us a little about your team

In many ways, Flair Collection is a family affair. As a new business, my family and friends have become my (unofficial) team—and I truly couldn’t do it without them. My husband, despite his demanding career, is my right-hand man and biggest supporter, investing his time and energy as if this business were his own.

I’m blessed to be surrounded by a circle of endless cheerleaders—my sisters, brothers, and friends—who are the first to offer their honest feedback on new designs, celebrate every win, and stand strong with me when challenges arise. Some of my friends have become my clients, others my marketing team, and a few have even stepped in as investors, believing in the dream just as much as I do.

And of course, my customers—they are the heartbeat of Flair Collection. Their support, excitement, and loyalty are what motivate me to show up every day and keep building something beautiful, one piece at a time.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

This may come as a surprise to many but I never really set out to become an entrepreneur. My original dream was to climb the corporate ladder in some of the biggest organizations—and for a long time, that’s exactly what I pursued. I remember telling one of my closest friends how terrifying the idea of starting my own business felt. Leaving behind a stable job and a steady paycheck was something I couldn’t imagine doing.

But fashion has always had a special place in my heart, and with time, that passion grew louder than my fear. I realized I couldn’t go through life without exploring it beyond being just a consumer—I wanted to create, to share my love for beautiful, meaningful pieces with women everywhere. And that’s how Flair Collection was born.

Starting my own business has been every bit as nerve-wracking as I once feared—but it’s also been more fulfilling than I could have ever imagined. It’s a feeling that’s hard to put into words. All I know is, I’m so glad I finally took the leap.

What are your future plans and aspirations for your company?

In the immediate future, my focus is on expanding our range with pieces that are not only unique, but truly worth celebrating—pieces that feel special every time you wear or showcase them.

Looking ahead, my dream is for Flair Collection to cross borders and make its mark on the global stage. I’m passionate about seeing African fashion designs take their rightful place in the spotlight—captivating the world with their richness, creativity, and soul. I want African fashion to no longer be an afterthought, but a force that shapes global style conversations. I’m determined to be part of the movement that makes the world sit up, take notice, and fall in love with the beauty, boldness, and brilliance of African design.

The future isn’t just about expanding a brand — it’s about leading a revolution of creativity and pride.

It’s time for the world to pause, take a fresh look at African design, and be truly inspired.

What gives you the most satisfaction being an entrepreneur?

At the very basic level, I am fulfilled seeing the women who have purchased items from me wear them with great pride and flair. They send me pictures and it brings me so much joy. I feel a great sense of accomplishment. On a higher level, my biggest satisfaction is knowing that I am well on my way to living my purpose. There's something very reassuring in this statement (which I picked up from the internet): The things that excite us are not random. They are connected to your purpose. Follow them.

What's the biggest piece of advice you can give to other women looking to start-up?

Whatever sets your soul on fire, go for it and go with all of your being! Hesitating will only make you sad. Trying will be gratifying, win or lose.