I am the founder and Managing Director of Evolve Retail, a consultancy I established in 2023 after more than a decade working in the retail leasing industry. For me, business has always been about people. Relationships are at the heart of everything I do. They’ve opened doors, built trust, and created opportunities. My network is my greatest asset, and I approach every relationship with kindness, empathy, and respect, while also holding firm boundaries when they are needed.

At my core, I am a people person who loves to connect, to understand, and to make things happen. I am persistent and goal-oriented, and nothing gives me more satisfaction than closing a deal. Over the years I have developed a reputation for being both determined and fair, able to push through challenges without compromising on honesty and integrity. Those values are not only professional principles; they are deeply rooted in my identity as an observant Jewish woman.

My career began at a national retailer, where I gained a strong grounding in the fundamentals of the industry. I later worked in consultancy roles at leading firms, engaging closely with both retailers and landlords. A year in Israel’s technology sector broadened my outlook and gave me a greater appreciation for innovation, agility, and the importance of global perspective. When I returned to South Africa, I rejoined the retail property sector and, after further experience, took the step of establishing Evolve Retail.

Today, Evolve Retail works with a wide range of retailers, from international brands to local entrepreneurs opening their first stores, as well as established names refining their expansion strategies. Our clients include The Scoin Shop, Tshepo Jeans, Lindt, Helly Hansen, quadcare, The Sneaker Shack, and FARO. The opportunity to support landlords developed naturally: many saw the value of working with me through tenant representation, and requested that I advise them directly. This has grown into a formal landlord leasing practice, where we now guide tenant mix and leasing strategy to keep centres vibrant, competitive, and aligned with changing consumer behaviour.

I believe I was nominated for the Jewish Achiever Awards because my journey reflects a combination of entrepreneurial courage, professional competence, and authenticity. It is unusual to see a religious Jewish woman as a leader in the business world. My religious values are a guiding force in how I conduct business, shaping me to act with transparency, fairness, and responsibility. They remind me that success is about personal achievement, and also about service to others and the impact I can have on my industry and community.

My nomination is rooted in the strength of my work, the deals I have closed, and the relationships I have built. What makes my journey distinctive is the integration of who I am – a proud Jewish woman, committed to both my faith and my work. Winning this award would affirm that strength comes from this confluence: the ability to live authentically, to lead with values, and to deliver results in a way that uplifts others.


My vision: For Evolve Retail, my vision is to build a consultancy that is both trusted and impactful. I see the business as an boutique consultancy where strong relationships and tailored guidance remain at the centre of everything we do. Growth for me is about depth as well as scale. I want to expand capacity by mentoring and developing new people in the industry, creating opportunities for them to grow within the business into strong professionals who are aligned with my values. At the same time, I see technology as a tool to enhance our work, enabling us to serve more clients without losing the personal approach that defines us.

For South Africa, I am optimistic. I am proud to be part of a community that has nailed its flag to the mast and is committed to building a better future for all. I believe deeply in the potential of this country and in the role that business leaders can play in creating growth, jobs, and opportunities that uplift people. My vision is to contribute to a South Africa that is confident, resilient, and growing in a way that includes everyone.