Passionate fashionista opens store in Midrand

Although she did not study fashion, Tshogofatso Choeu-Mbuyamba aims to offer comfortable clothing for plus-size women through her boutique store.

February 26, 2024

Sphiwe Masilela 1 minute read

From a young age, Tshegofatso Choeu-Mbuyamba always enjoyed fashion.

“It all began when people started noticing and appreciating my unique style and colour combinations,” says Tshegofatso Choeu-Mbuyamba, founder and owner of LaMode Boutique in Randjespark, Midrand.

Choeu-Mbuyamba (35), is originally from Bramley, but currently works in Midrand and said her passion for fashion began in early childhood.

She said when she was young and in primary school, she would shoot pictures for her mother in Limpopo and show her during the Easter and Christmas holidays.

“This expressed my desire for clothes and fashion. This unique fashion sense carried through to university, where I continued to stand out with my distinct style. I strongly believe this innate sense of fashion is something I’ve always had, born with the ability to choose and combine clothes creatively from a young age,” she said.

Choeu-Mbuyamba aims to offer a range of comfortable clothing to cater to plus-size women while addressing a significant gap in the market.

She said many plus-size women struggle to find clothing they can associate with and one that will suit them. “And it became a driving force behind my passion. I aspire to create a space where women of any size and shape can comfortably shop and feel confident in their choices. Over the years, we expanded our offerings from dresses to include sneakers, bags, and accessories. The growth was remarkable, especially in the classy clothing niche. In 2022, we re-branded as LaMode Boutique from Effortless Styling by Tshego, reflecting our diverse services like personal styling and shopping.”

She said the buzzing business node of Midrand aligns seamlessly with the vibrancy and diversity of LaMode Boutique.

Choeu-Mbuyamba that after completing her high school, she pursued business administration, earning a degree, and later an honors degree in marketing at the University of the Witwatersrand (Wits).

Tshegofatso Choeu-Mbuyamba helps young people to dressing up for the corporate world.

“Alongside these degrees, I obtained an international and professional certificate in digital marketing, complemented by short courses in business environment and public relations. While my academic focus isn’t on fashion, my strategic approach involves leveraging my marketing education and experience. Despite lacking a formal fashion degree, this combination has been.”