Caren Alexander, owner of Keep Healing, recently participated in a competition hosted by Iwisa for small-business owners. After seeing the competition post on Facebook in April, she submitted a video introducing herself and detailing how her business makes a difference in her community. Of the 600 entries Alexander was shortlisted among the top 10.
The competition culminated in a grand awards ceremony on Friday, where finalists presented their businesses to a panel of judges. Although Alexander didn’t win she was proud to be the only participant of colour representing her community. “I was disappointed not to win, but it was an honour to be part of this competition.”
Covid-19
Her journey with Keep Healing began in 2020, during the Covid-19 pandemic. At the time she was Guest Relations Officer at the Table Bay Hotel, a job she loved.
The pandemic left the single parent to a 1-year-old daughter jobless and struggling. “It was a devastating time for me, but then I had the inspiring idea of starting a beauty business, operating from my parents’ front room.”
Keep Healing, operating for almost four years, offers massages, nail and foot-care services, with a view to making luxury treatments affordable for everyone. The business is also known for its outreach, having hosted 16 charity events so far, at old-age homes, children’s homes and night shelters. “We’ve been able to give back to the community thanks to the support of our amazing clients,” Alexander declared.
Dedicated to her mission
Despite a challenging winter that saw a dip in sales Alexander has remained dedicated to her mission of bringing healing and relaxation to Elsies River and beyond. Her commitment to community service and affordable beauty treatments has earned her recognition. In 2021 she participated in the City of Cape Town’s #Youthstart Entrepreneurial Challenge, where she placed 10th.
In 2022 Alexander completed a mentorship workshop with the Youth Business Network group, an experience that she said changed her life. Later that year she was nominated by the Department of Social Development to attend a fully funded Business Management Training in Johannesburg. Most recently, in 2023 she completed an eight-month business training programme at the University of the Western Cape, where she won first place for pitching her business.
Recently launched
Keep Healing has since grown to include three divisions: salon services, healing products and nail-tech training workshops designed to empower women to start their own businesses. Alexander also recently launched Keep Cleaning, a service employing trustworthy women to provide household cleaning services.
As Women’s Month ends Alexander encouraged all women to take time for themselves. “I want to encourage every stay-at-home mom and every hardworking woman out there to pamper herself and experience true blissful moments.”
Grateful for the support from her community, she reflected on her journey: “I am forever grateful and blessed for this wonderful path God has placed me on. Without my community this would never have been possible.”
For those interested in collaborating, connecting, or getting pampered, Alexander invited everyone to visit Keep Healing.
“You deserve it! Thank you to my amazing team who helps me make this possible,” she concluded.
To contact Caren Alexander and Keep Healing, call 061 087 7949.
