Johanna Swartbooi, a creative entrepreneur was born and raised in the ||Karas, region and attended public schools in Windhoek. She received three years of training in Social Work before changing fields and acquiring a Higher Certificate in Business and Marketing Management in 2021. She is currently in her final year of studies in Business Administration majoring in Entrepreneurship and Innovation Management.
Johanna’s professional career in fashion began with modelling in 2016. Since then she received various awards including Miss Namibia 2019 2nd Runner Up and Female Model of the Year in 2020 from the Simply You Magazine Lifestyle and Fashion Awards among others. Her modelling career furthered with international contracts from modelling agencies in South Africa, Germany and Italy between 2019 and 2023. After 7 years of experience in the fashion industry, Johanna recently took up mentoring aspiring models and pageant queens.
She was a presenter and producer in 2017 on Afro Space a lifestyle TV show aired on One Africa Television. Although the show was short-lived, her dreams of being on camera lived on. In 2021, the lockdown inspired Johanna to host an Instagram Live Series called ‘Tita Xa’ which means ‘About Me’ in Khoekhoegowab. The show has over 20 episodes of guests with which she reflects, celebrates and explores human experiences to inspire viewers.
Johanna founded ‡Nu/Gôa Accessories and Apparel in 2019 to explore her talents as a designer and craftswoman.
Can you tell us where Johanna hails from?
I was born in Keetmanshoop on 25th July 1997, in the ǁKaras region, the least populated region with the largest surface area in Namibia. I was born into the Oorlam community, which is a subgroup of the Nama people. We are also known as the Nama-speaking Hereros, because of the strong influence both cultures have on our community. The Namas and Hereros experienced a massive population decrease in the genocide occurring between 1904 and 1908. Therefore, we form part of the minority groups and occupy only 5% of the Namibian population. For those reasons, I feel it is my obligation to preserve our heritage.
Can you tell us about your family
A collective of women raised me, instilling different life values within me. My mother taught me to be realistic and work hard to achieve my dreams. Whereas, my aunt always encourages me to have big dreams and aspirations to perfect my skills. My grandmother had the greatest influence on me because she taught beadwork and I naturally became her student. I gradually learnt how to be resourceful and create more items using different techniques and materials. This inspired me to open a business called ‡Nu/Gôa Accessories and Apparel CC. The creations under the business have ethnic names because my goal is to teach the world about Namibian languages and culture.
Did your cultural heritage play a significant role in your background?
My cultural heritage inspired me to open a business called ‡Nu/Gôa Accessories and Apparel CC. The creations under the business have ethnic names because my goal is to teach the world about Namibian languages and culture.
What made you study social work?
I’ve always had a desire to help people social work that’s the perfect career path to do that.
And then you switch over to study business admin. What inspired that?
To gain more knowledge to grow ‡Nu/Gôa Accessories.
Was it always your dream or desire to be an entrepreneur?
Yes I’ve been an entrepreneur all my life. I’ve always sold some thing at some point. ‡Nu/Gôa Accessories was the first business I formalized and registered.
What did you do immediately after high school?
Social Work and modeling
When did you realize that it was important for you to study business admin?
When I decided to start ‡Nu/Gôa Accessories
When did you get into modeling?
My professional career in fashion began with modelling in 2016. After 7 years of experience in the fashion industry, Johanna recently took up mentoring aspiring models and pageant queens.
Does it pay?
Yes it does, although it’s not lucrative in Namibia because of the lack of modeling agencies.
What type of modeling did you do and what would you consider your greatest achievement as a model?
I’m a commercial and fashion model. My greatest achievements are receiving various awards including Miss Namibia 2019 2nd Runner Up and Female Model of the Year in 2020 from the Simply You Magazine Lifestyle and Fashion Awards among others. And most importantly furthering my modelling career with international contracts from modelling agencies in South Africa, Germany and Italy between 2019 and 2023.
What is your personal opinion about modeling in Namibia?
There has been a lot of growth interns of the opportunities available to models. Unfortunately, they happen few times a year like with annual MTC Windhoek Fashion Week and Katutura Fashion. The commercial model opportunities are only enjoyed by a select few and models are under paid and not paid usage for campaigns that run for several years. There is definitely room for improvement and models need to be more knowledgeable about the worth of the work we do.
Tell us about your journey to Miss Namibia 2019?
It was Life-changing experience. Being a part of the Miss Namibia exposed me to make an international audience which helped me be discovered by my Mother agency on Instagram. It also introduced me to Namibia And attracted more customers to my business.
As part of being an entrepreneur you started ‡Nu/Gôa. Tell us about that journey.
Well, it’s very in the funniest way. I just used to create accessory pieces for myself, earrings to be more specific and People really wanted them and they bought them from my ears. I saw the opportunity to start a business. Because I’ve always had the skill my grandmother to taught me.
Why accessories though?
My grandmother taught me how to make accessories with beads at very young age.
What is your vision for the brand?
Our vision is to achieve the ultimate goal of introducing the uniqueness of Africa into the world. Furthermore the brand is intended to promote Namibian Art by collaborating with local and international creators. We would like to open our own store in Namibia, South Africa and Germany.
Can you talk to us about the meaning of the unpronounceable name?
The name ╪Nu/Gôa is an original Namibian word from Khoekhoegowab spoken by the Nama/Damara and San tribes, which is translated in English as ‘Black Child’.
English Translation: ‡Nu – Black /Gôa – Child
Why did you choose that particular name.
The company was created to teach the world about Namibian culture and languages. The name triggers curiosity and creates opportunity to teach.
How far do you want to take brand ‡Nu/Gôa.
For it to be a global brand that has influence the future of fashion and continue to promote Namibian will be an art. For the brand to be a household name that creates sentimental pieces. We want to start a website and online store for international to easily access the product.
