I am Innocent Stuurman, founder of SheWealth Circle.
My story begins far away from the polished world of entrepreneurship and online business. I come from Taung in the North West Province of South Africa, and I carry those roots with me wherever this journey takes me.
I know what it means to come from an ordinary background and still carry extraordinary dreams.
For many years, my journey was shaped by public service, family responsibilities, faith, community work and a desire to make a meaningful difference in the lives of others. Before SheWealth Circle, I founded Women of Divine Purpose, an initiative born from my passion for empowering women, restoring hope and helping people recognise that their circumstances do not have to determine their future.
That experience taught me something that would later become the foundation of SheWealth Circle:
When a woman begins to believe in herself, she can transform far more than her own life. She can transform her family, her community and the generations that come after her.
In February 2026, I closed an important chapter of my life when I left my career with the North West Provincial Treasury.
Walking away from the security of employment and stepping fully into entrepreneurship required courage.
I did not have every answer.
I did not know exactly how everything would unfold.
But I knew that there was more that I wanted to build.
Instead of seeing that transition as an ending, I chose to see it as an opportunity to reinvent myself.
I began learning.
I began researching.
I began approaching suppliers, developing brands, building websites, understanding digital marketing, creating partnerships and turning ideas that once existed only in my imagination into businesses that could actually serve people.
There have been setbacks along the way. There have been moments when technology failed, plans changed, launches had to be delayed and I had to start again.
But every challenge has strengthened my belief that the dream is still worth pursuing.
SheWealth Circle was born from a much bigger idea than simply opening an online store.
I wanted to create a lifestyle platform centred around the areas that influence a woman's quality of life — health, wealth, home, beauty, experiences, confidence and relationships.
That vision has grown into a circle of brands and experiences.
SheGlow represents beauty, skincare and self-care — reminding women that taking care of themselves is not a luxury.
SheFit represents health, movement and strength — encouraging women to invest in their physical wellbeing.
SheHaven represents beautiful, comfortable living spaces — because our homes should be places where we can breathe, rest and feel inspired.
SheGift celebrates giving, special occasions and meaningful moments.
SheVacations Travel Club represents experiences, friendship, adventure and the freedom to see more of the world.
And as SheWealth Circle continues to grow, my vision is to expand beyond physical products into opportunities, education, digital resources, partnerships and platforms that help women build healthier and more financially empowered lives.