To be a voice of change and inspiration not only to young girls and women, but for the country at large. To change the narrative and stereotypical definition of what it means to be a woman, wife and a mother in today’s society.

Thís is part-and-parcel for the reason behind Yamnkela Mqikela-Mswi’s participation in the Dallmayr Mrs South Africa 2024 beauty pageant, which she aims to use as a platform to show that pageantry is not just about beauty, glamour and a woman’s duties, but being an active role model, driver of change and a pioneering force taking the lead, starting within her own community.

The 29-year-old semi-finalist from Gordon’s Bay is geared up for many workshops, photoshoots, events and community projects in the days leading up to judging week in July, when the top 30 finalists will be announced.

But the aspirant beauty queen not only has the looks, but brawn too. The model boasts a marketing management qualification obtained from Boland College in Stellenbosch, which bolstered the realisation of her very own non-profit organisation aimed at uplifting women and small businesses while advocating for change and development in communities.

Mqikela-Mswi is the proud founder of Sistahood 411, which involves women from all walks of life playing the role of bigger sister, guiding youths through shared experiences and an understanding of “I am her and she is me”. Thus being the empowerment methodology of economic growth, political stability and social standards.

“As ‘sistas’ we engage as intermediary for young girls. We create bonds, help to heal, uplift, empower and inspire girls and other women to become women with purpose, all while holding each others’ hands and being the women that lead in our communities and businesses,” she added.

Disparities the driving force

Mqikela-Mswi recalled being inspired to establish the organisation after realising how different life is for someone, like her, coming from the local seaside village, compared to other girls living in the township, and wanting to share her story so that they could decide for themselves who they choose to be, despite their circumstances.

While Sistahood 411 has successfully been involved in numerous outreaches, Mqikela-Mswi’s hope for the organisation is to become an established hub which girls can access for sanctuary, information or assistance to help them navigate life and for personal development.

After learning of the pageant from one of the organisation’s member’s children who motivated her to enter, Mqikela-Mswi realised that her brand and organisation’s mission aligned with that of the competition, which is a female empowerment programme designed to unleash participants’ hidden potential by teaching them valuable skills, financial competence, communication and personal branding, among others.

Asked what winning title honours and clinching the crown would mean, Mqikela-Mswi responded: “It would feel like ‘God did it’. I would honestly feel like I am living in one of my answered prayers. I would be so humbled and honoured.”

Inspiration aplenty

Mqikela-Mswi has always imagined herself on big screens, magazines and even being “South Africa’s Next Top Model”. As a former Hottentots-Holland High School learner, she also drew inspiration from alumni’s like Jo-Anne Strauss whose picture adorns the school’s wall of fame.

In explaining how pageantry connects with her as a person, the naturally confident and fiery personality with a contagious smile said she believes it’s about truly being comfortable and content in one’s own skin and sharing a part of one with others, with whom she resonates.

“Beauty pageants remain relevant because of the real and relatable public figures, change drivers who have championed the pageantry stage. Women who are not just beautiful on the outside, but women with a voice and a message to share. Women on the ground, making an impact in the little corners and spaces.”

Her message to other aspirant models and beauty queens: “God’s timing is everything. Don’t rely on your own understanding. Just because something is not happening now, when you want it to happen, doesn’t mean it won’t. Dreams delayed are not dreams denied. Through purpose, resilience and alignment, all things work out for God’s good.”

Mrs South Africa CEO Joani Johnson noted that the class of 2024 is shaping up to be a formidable, influential group of women.

“We received the most ever entries this year, beginning in November last year and persisting into the week leading up to the national public casting [in February], which speaks to the incredible reputation that Mrs SA has as a result of the value we offer to all of our participants.

“This is truly a life transformation journey that seeks to give our contestants the tools, knowledge, and support they need to pursue their dreams, and guide them in realising their full potential as forces for good,” said Johnson.

“We were very excited by the strength and diversity of this year’s applicants, and the judges certainly had their work cut out for them in selecting the 2024 semi-finalists from such a large and inspiring group.”