Former corporate accountant Jabulile Digashu has launched her first physical flower shop in Middelburg after leaving the finance sector.

Seven years ago, she decided to step away from the corporate accounting world to pursue a career where no two days are the same.

Digashu was 24 years old when she left the accounting industry and opened her floral business.

What began as a small mobile floral service operating out of Mhluzi Ext 2 has blossomed into the opening of her first physical shop at Wonderpark Complex.

Inspiration strikes in hospital

The inspiration for her business took root during a visit to her aunt in hospital.

She said she noticed a complete lack of flowers in the hospital rooms and realised how much comfort and cheer they could bring to people in hard times.

Without any formal background in floristry, she took matters into her own hands and taught herself floral design through online video tutorials, remaining focused even when critics questioned her choice to leave a steady corporate pay packet.

Reflecting on her transition, Digashu spoke about the mental shift required to move from corporate finance to running her own shop.

“Accounting is built on systems and predictability, while entrepreneurship requires you to make difficult decisions with no guarantees. I had to learn how to manage finances, build a brand, and overcome setbacks all at once. Looking back, that leap of faith proved that passion can take you further than your comfort zone ever could.”

Community support and mentorship

She added that support from the Mhluzi and Middelburg communities helped turn her small project into a thriving business.

A turning point came when she met her mentor Lee Holtzhausen, who helped her see beyond basic arrangements and focus on building a long-lasting brand.

Together with her loyal local customer base, Digashu elevated her humble mobile setup into a sought-after brand.

Ambitious plans for expansion

Digashu said opening the doors to her first shop was only the start of her ambitious roadmap.

“This is only the foundation,” she said. “Looking ahead, I aim to grow my shop into one of South Africa’s premier floral brands, with plans to establish a flower farm, create a regional flower market in Mpumalanga, and mentor aspiring young female entrepreneurs.”