Lihle Lamola on building a brand that embraces identity and purpose
As Lamola reflects on her journey, she shares insights into the origins of her business, the challenges that shaped her, and the values that continue to guide brand into the future.
Speaking to Saturday Star, she also opened up the lessons she's learnt, and how staying rooted in her vision has enabled the brand to thrive, even through adversity.
How did your journey of entrepreneurship start, and how has it evolved over the years?
My entrepreneurial journey began a decade ago when I made the bold decision to leave the corporate world to pursue my passion in an uncharted territory. With a background in business development and further studies in financial and business management, I was well equipped to take the leap. That foundational background gave me the strategic insight, financial discipline, and customer service ethic needed to build a unique luxury eyewear brand — and that's how Freckle Eyewear was born.
Describe some of the difficulties you have faced and the things that have enabled you to continue.
One of the early challenges was rapid expansion. After launching Freckle Eyewear in 2015, we experienced fast growth and began opening multiple branches and diversifying into new industries. What I didn't fully grasp at the time was how aggressive scaling can strain cash flow. Some of those decisions were hard and costly lessons. I learnt that steady growth does not mean stagnation; it's strategic precision. In 2020, like many businesses, we faced our toughest challenge yet; Freckle Eyewear had to shut down for 6 months at the height of the Covid-19 pandemic. With no sales during that time, we had to be extremely prudent with our limited resources. Resilience and adaptability helped us survive and emerge even stronger.
As you continue to dominate the female entrepreneurial space, what are some of the lessons you have learnt?
I have learnt the importance of staying true to my values. Trends may come and go, but your vision and integrity will keep you steady through the toughest seasons. It may sound like a cliché, but always remember why you started. Also, never feel intimidated in a boardroom full of male counterparts. Know your business, own your space, and back it up with strategy, leadership, and innovation. Embrace technology, be future-forward, and compete boldly, locally and globally.
What inspired Freckle Eyewear to be created, and how has the company expanded over time?
I've always been drawn to fashion, and I've followed international trends for years. When I started my entrepreneurial journey, it felt natural to gravitate toward an industry I love and understand. Growing up, I was often teased for my freckles, but instead of hiding them, I decided to embrace them. I wanted to create a luxury brand that resonates with authenticity, uniqueness and rarity, and that's how Freckle Eyewear was born. Today, through a strong omnichannel presence and strategic brand collaborations, we've expanded our reach and cultivated a loyal, fashion-savvy customer base.
What do you intend to achieve with your brand and journey?
I want Freckle Eyewear to be a gateway, a channel that gives aspirational and luxury consumers access to global, high-quality eyewear and offers luxury experiences that are defined by world-class customer service. Beyond the brand, I am passionate about empowering and mentoring the youth.
anita.nkonki@inl.co.za
Saturday Star
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