Lenore Goss-Matjie: a passionate advocate who wears authenticity like a designer dress

IOL News

17-07-2025

Lenore Goss-Matjie is a Durban entrepreneur passionate about the arts and fibromyalgia awareness.
Image: Supplied
Lenore Goss-Matjie, a dynamic entrepreneur and the founder and CEO of Lenore Inc., is not just a name in the business world; she is a beacon of inspiration for many.
At 46, she has seamlessly blended her roles as a mother of three, a wife, and a passionate advocate for those living with chronic pain, particularly fibromyalgia.
Her journey is a testament to resilience and the power of creative expression, which she has showcased through her appearance on "The Mommy Club: Sugar & Spice", a reality show that offers a glimpse into the lives of affluent mothers in Durban's Indian community.
Goss-Matjie's foray into the arts began in her childhood, ignited by her mother's decision to enrol her in ballet.
'I was a bit too rough around the edges,' she recalls.
This early introduction to dance paved the way for her to explore ballroom and Latin American dance, as well as theatre, where her love for fashion blossomed.
'The arts provided me with a platform to express myself, not just through movement, but also through fashion and personal style,' she explains.
This foundation instilled in her the values of discipline, commitment and resilience.
At the age of 18, Goss-Matjie co-founded a dance school with her husband, who was her dance partner at the time.
Their venture grew to become one of the largest dance schools in KwaZulu-Natal (KZN), all while she pursued a Bachelor of Primary Education degree.
'Coming from an academic household but being creative at heart, I've always believed in integrating traditional academics with the arts,' she shares.
This belief has guided her throughout her career, allowing her to help others discover the transformative power of creative expression.
Among her proudest achievements is her advocacy for fibromyalgia awareness.
Living with this often misunderstood condition herself, Goss-Matjie has made it her mission to educate and empower others.
'I've used my television appearances to bring visibility to fibromyalgia, sharing not just medical facts but also my lived experience,' she says.
Her efforts extend beyond the screen; she has initiated and supported awareness programmes that promote engagement around chronic pain, mental health and wellness.
'It's about ensuring that people living with fibromyalgia have access to the right knowledge, compassion and care,' she emphasises.
Goss-Matjie's outreach programmes are another source of pride.
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Lenore Goss-Matjie with her husband and three kids.
Image: Supplied
Self-funded and deeply personal, these initiatives allow her to connect with individuals, hear their stories, and foster a sense of community.
'It's not just about giving back; it's about growing together,' she explains.
The impact of her work, no matter how small, holds immense significance for her.
Taking creative risks has also been a hallmark of Goss-Matjie's journey.
At 45, she ventured into reality television and launched her self-funded fashion accessories range.
'Stepping into such public and vulnerable spaces wasn't easy, but when you're driven by purpose and passion, success becomes a natural outcome,' she reflects.
Her fashion range has since gained international recognition, and through reality TV, she has been able to raise awareness around invisible chronic illnesses and advocate for authenticity.
What fuels her each day is the opportunity to make a meaningful impact.
'My husband and children are my greatest blessings and supporters,' she shares.
The diversity of her work keeps her motivated, as she thrives on the challenges it presents.
'It's incredibly motivating to know that what I do contributes to something bigger than myself,' she adds.
Despite her accomplishments, Goss-Matjie remains grounded. 'People often think I have everything figured out, but I'm still learning every day,' she admits.
She holds herself to high standards but acknowledges that mistakes and moments of doubt are part of the journey.
'I think people sometimes mistake confidence for perfection, but I'm human, and I grow the most through challenges,' she explains.
Living in Durban has been a blessing for Goss-Matjie and her family.
'It's an amazing place to raise children, offering a laid-back coastal lifestyle and an incredible blend of cultures,' she says.
The city's vibrant atmosphere, stunning scenery, and delicious food, particularly the iconic bunny chow, make it feel like home.
Two fashion icons: South African designer, David Tlale, spotted with fashion designer and entrepreneur, Lenore Goss-Matjie.
Image: Supplied
'Durban is waiting to welcome you to our vibrant, majestic city,' she encourages potential visitors, highlighting the warmth of the local community and the rich cultural diversity.
When it comes to travel, Goss-Matjie's favourite destinations reflect her love for culture and beauty.
Paris, Egypt, and Italy top her list for their unique offerings.
'Paris inspires me with its art and fashion; Egypt captivates me with its rich history; and Italy is my go-to for peace and nature,' she shares.
Locally, she enjoys the Drakensberg for its breathtaking mountains and tranquillity, as well as Cape Town for its stunning ocean and mountain views.
Goss-Matjie's admiration for local talent is evident in her appreciation for David Tlale, a renowned South African designer.
'His work reflects our identity and creativity, blending traditional elements with modern design,' she says.
'David Tlale is an absolute icon, and his success inspires me to embrace and celebrate local talent.'
Looking ahead, Goss-Matjie is excited about the projects she will be working on in 2025.
She plans to explore further business opportunities and collaborations, launch her fashion range across South Africa and the African continent, and expand her outreach programmes.
'I'm honoured to be speaking on various national and global platforms this year, including the G20,' she reveals.
'It's a privilege to contribute to meaningful conversations and inspire change.'
For those aspiring to enter the arts and entertainment industry, Goss-Matjie offers heartfelt encouragement:
'Don't let fear or doubt hold you back. This path isn't always easy, but if your passion for creating and connecting with others is real, let that be your fuel.'
She emphasises the importance of staying true to oneself and surrounding oneself with supportive people.
'Success doesn't happen overnight, but consistency, perseverance, and authenticity always stand out. The world needs your story, so don't be afraid to tell it!'
Goss-Matjie's journey is a powerful reminder of the impact one individual can have through passion, advocacy, and authenticity.
Her story continues to inspire many, proving that with determination and a commitment to one's purpose, anything is possible.