Jesmine Davids from Ridgeview is celebrating a major milestone after recently winning a national fashion award.

Her journey from making hair scrunchies at school to becoming an award-winning designer is one she hopes will inspire other young creatives.

Roots in the South

Jesmine was originally raised in Eldorado Park and Ennerdale. She later moved with her family to Unigray in Johannesburg South.

She attended Suidheuwels Primary School and went on to Diversity High School. It was during her high school years that her business journey began.

She started making hair scrunchies and tailoring her friends’ school uniforms, which later became her first business. Being petite in size also meant she had to alter her own uniform, helping her develop her craft early on.

Creativity runs in the family

Jesmine’s creative genes come from a strong family background of makers. Her grandparents worked in factories, with her grandfather making couches and other furniture, while her grandmother made school uniforms.

“I drew inspiration from their work and started creating based on what they taught me,” Jesmine said.

After matriculating, she took a short gap year before deciding to do a dressmaking internship. She later completed a qualification at the University of Johannesburg, where she graduated after three years.

Breaking into the fashion industry

Jesmine’s creative flair earned her a nomination at South Africa Fashion Week as the Young Designer of 2019. During this time, she was scouted to work for Edgars and was given the opportunity to showcase her designs.

She said she is inspired by her natural creative ability, the thrill of creating clothing pieces, and the people she works with in the industry.

Jesmine launched her clothing brand, Rebirth SA, with a strong message. The brand represents continuous rebirth in all aspects of life and reminds people that they can start over at any time. What led her to found the business was feeling limited after working for many companies.

“Many said I would regret it, but it’s been seven years and I still don’t regret following my heart,” she said. For many years, Rebirth SA has been a sustainable streetwear brand. It is eco-friendly and uses recycled denim and cotton items to create new fabrics. The brand also offers an environmental solution at a time when fast fashion dominates the industry.

Jesmine believes what sets her brand apart is that it listens to its target audience. “Although I might have an idea in my head, I ensure it’s transformed into different designs to cater to a range of people,” she said.

She also runs Rebirth SA luxury wear, which includes banquet and wedding dresses, as well as custom-designed pieces. Her ability to work with different materials comes from her university training, where she learnt to apply her skills fully.

Jesmine highlighted that many designers do not speak openly about depression caused by finances, lack of creativity, or doors being shut in their faces. She said the fashion industry is not stable and comes with many risks.

She currently works three jobs: as a quality technologist, a stylist for various media outlets, and running Rebirth SA. She said balancing all three is manageable because they are in related fields and offer flexibility.

Finances remain a major challenge, especially due to lack of funding in the industry. However, Jesmine believes passion helps overcome obstacles, and she has always found ways to generate income and grow her business.

In 2022, Jesmine faced a major health challenge when she was diagnosed with arthritis. Her hands stopped working for two years, and she could not design during that time.

This led her to start teaching other designers.She has since started healing and getting better. She also recently got engaged, marking an exciting new chapter in her life.

Community support and giving back

“I’m so grateful for the support of my family, friends and the community I grew up in,” Jesmine said. “They don’t need to know Jesmine but they need to know the brand and that’s what fills my heart with the most joy.”

Rebirth SA started in high school, and that same community helped bring the brand to life. “Having started by making hair scrunchies to being the top emerging designer of 2025 is a huge achievement and I owe it all to my community,” she said.

With parts of the South being underprivileged and affected by social challenges, Jesmine feels it is important to return to her roots and collaborate with young designers.

Award-winning recognition

Jesmine was nominated for the Fashion Industry Awards South Africa (FIASA) and received the New Talent Designer in South Africa 2025 award.

“Hearing my name being called was a surreal experience; my heart was beating so fast. I was in disbelief that a small brand like myself would receive such recognition,” she said.

She hopes the award will inspire others. “I hope me receiving this award is an inspiration to other young creatives in my community,” she added. “It’s also motivation to me to keep going and not give up.”

Looking ahead

Jesmine remains driven, choosing to listen to supportive voices despite negative comments. Her advice to aspiring creatives is clear: never give up, follow your dream, and keep learning from others.

Looking ahead, she hopes to continue creating, winning more awards, releasing a new range, and teaching young creatives. “My next goal is to take fashion and put it back out there in my community,” she said.