The story of Anele Shabangu is one of resilience, ambition, and determination. Through hard work, personal loss, and an unwavering go-getter attitude, she has become the first person in Eswatini to launch a luxury wine cellar.
Born and raised in the Kingdom of Eswatini, Anele always dreamed of making something meaningful of her life. Today, she has turned that dream into reality. After years of working tirelessly and navigating the grief of losing her mother, she continues to grow her BAWSS Foundation while expanding into the luxury lifestyle market through her latest venture, The BAWSS Wine Cellar.
What began as a simple idea to give back to the community has evolved into a thriving brand. Anele explained that both the BAWSS Foundation and the wine cellar started as concepts she envisioned and shared with others. The overwhelming excitement and support she received encouraged her to take the next step.
“The response was incredible,” she recalled. “It made me realise that I could use my voice and create something meaningful.”
As a growing businesswoman, Anele wanted to build a brand that reflected both her personality and lifestyle while contributing to economic growth. She carefully curated the products she wanted to offer, ensuring that the venture aligned with her vision of luxury and empowerment.
However, her entrepreneurial journey has not been without challenges. Just eight days after launching the BAWSS Foundation, Anele lost her mother. In the midst of her grief, she poured her energy into building the foundation and the brand she has today.
She revealed that the inspiration behind the BAWSS Wine Cellar is deeply connected to her late mother, whose legacy continues to influence her journey. As a tribute, Anele plans to name one of her wine flavours after her mother.
Ironically, one of the biggest challenges she has faced with the BAWSS Wine Cellar has been its success. The wine sold out within a week of its launch and more stock expected soon, Anele expressed how the brand is exceeding expectations and creating demand that continues to grow.
“I can feel all the hard work and dedication I’ve put into this brand paying off,” she said.
For Anele, the venture represents one of the most exciting milestones of her career. Becoming the one of first persons in Eswatini to open and own a wine cellar has been both exciting and overwhelming. Social media has played a significant role in amplifying the brand, with positive feedback and growing support continuing to fuel its momentum.
She admitted that the journey can be intimidating at times. “I won’t lie to you, it’s not easy, and I’ve been anxious sometimes, but I’m at a point where I think that I can’t afford not to get this right,” she said.
Looking ahead, Anele plans to distribute BAWSS wines through retail stores from August while also offering personal deliveries and participating in pop-up markets and events.
She described herself as someone who has always appreciated the finer things in life. This mindset has driven her belief that one must either work hard for the life they want or remain stuck complaining about what they do not have. Her actions, however, clearly demonstrate her commitment to creating the life and brand she has always envisioned.
Beyond Business
Beyond business, Anele remains passionate about giving back to the community, particularly on issues affecting women and girls. On the 27th of June 2026, she will participate in the SPAR Women’s Challenge, an initiative that supports young girls and women in Eswatini.
“There’s nothing as important and fulfilling as giving back. You know you’re supporting a good cause and helping to keep a girl in school. It’s not just about fitness,” she said.
The event will also feature the first-ever BAWSS Wine Cellar pop-up stall, giving participants and supporters an opportunity to experience the wine that has already generated significant interest.
Despite her busy schedule, Anele makes time for self-care and personal wellbeing. When she is not focused on her businesses, she enjoys relaxing at the spa, sharing meals with friends, and taking time to recharge.
Her ambitions for the wine cellar extend beyond Eswatini’s borders. She plans to expand distribution into Mpumalanga before eventually reaching markets across South Africa. While she remains optimistic about future opportunities, she prefers to reveal her plans when the time is right. “My mum taught me not to count all my eggs before they hatch,” she said.
Reflecting on her journey, Anele often thinks about the young girl she once was and the dreams she held for her future. For her, stepping into the luxury lifestyle industry through the BAWSS Wine Cellar is not simply about building a business. It is about turning childhood aspirations into reality.
She believes her journey serves as an example for young girls and aspiring entrepreneurs across Eswatini, showing that success is possible regardless of one’s background. – Her message is simple: “Black child, it is possible.”
She emphasised that where a person comes from should never limit what they can achieve.
“You have the ability to do anything and everything you put your mind to,” she said.
Anele also believes that African women are increasingly making their mark in business and entrepreneurship. She admires successful businesswomen such as Bonang Matheba and Pokello Nare for their strong work ethic, brand-building expertise, and entrepreneurial mindset. She hopes to one day connect her BAWSS brand with influential women of similar calibre.
Her story is proof that passion, determination, and perseverance can turn even the boldest ideas into reality. As she looks to the future, Anele envisions continued growth for both her wine cellar and foundation through strategic partnerships, investment opportunities, and strong business relationships. For now, however, she is content with where she is in life and is embracing every moment of the journey.
