When asked who she is beyond being a mom and businesswoman, Minnette Oliver laughs and says: “Is that a trick question? Minnette is either working or raising kids!” It’s a light-hearted but honest glimpse into the life of a woman constantly in motion, juggling passion, parenthood, and purpose.
Her closest friends describe her as creative, bold, and spontaneous – qualities that have shaped both her life and career. After years as a wardrobe consultant, everything shifted dramatically when her daughters were born. Balancing babies in nappies, breastfeeding, and regular travel soon became overwhelming.
“When my eldest was five months old, I tried taking her along on work trips. Between breastfeeding during tea breaks, bringing a nanny, booking extra accommodation, and covering all our travel costs, it just wasn’t worth it,” she recalls.
At the time, she was still working full-time. Long days away from her children, plus the cost of a nanny, just didn’t make sense. So, when her eldest was three and her youngest was one, Minnette launched her online shop, We Wear What. It gave her the flexibility to stay home while still building something of her own.
“It was not only a way to live out my passion, but also to stay focused and fulfilled.”
Though she makes it work, she admits it’s still chaotic. “As much as I try to plan, one never gets it 100% right.” What has made a big difference? Boundaries. “If I say yes to this, will it be good for us – or will it drain our energy?”
She asks herself this question daily, using it as a filter for everything – from social invitations to business decisions, and even small choices like taking a phone call during a busy moment.
She’s even automated her WhatsApp with a friendly reply (pink hearts included) letting people know she’ll respond within 24 hours – so she doesn’t feel pressured to answer immediately. “I now try to book a day 70% full, not 120%. It gives us room to enjoy life, not just rush through it.”
Her version of a perfect day? “Waking up at 7:30 a.m., coffee in bed, a run and Pilates, a smoothie from my personal chef, then picking up the girls and heading to activities – no phone calls, no forgotten takkies, no shouting. Just peace.” She’s working toward that balance every day.
Minnette’s journey into fashion began straight out of school, working in image consulting and personal shopping. For over a decade, she helped clients build affordable, functional wardrobes and trained corporate teams on dress codes.
Then came the rise of social media. “Facebook launched – yes, I’m from the era before Facebook. Does that make me officially old?” she laughs.
She started a page called What I’m Wearing, posting her own outfits and styling tips. The page gained a loyal following, and as her family grew, she transitioned from consulting to e-commerce – selling the very pieces she wore, each one curated, tested, and styled by her. After her girls were born, the page name changed to We Wear What, reflecting the new chapter in her life.
As her online store grew, she opened a retail shop in Bloemfontein to streamline operations. Now, with her daughters older, she’s returning to her first love: wardrobe styling.
“I’m always looking for what’s fresh, usable, and exciting. If I try it and my clients love it, that’s the jackpot. If they don’t, I move on. Their feedback drives everything.”
Motherhood has also reshaped her leadership style. “A hands-on mom doesn’t have time for pretence. Before kids, I’d take 30 perfectly styled photos for one post. Now? One quick snap, minimal makeup, real outfits, real moments.”
Her daughters are part of the journey too. “If you don’t teach your kids why you work, they may feel like they’re competing with your job.”
From 6 a.m. market setups to running their own keychain mini-business, her daughters are learning hands-on skills. “They interact with clients, help package products, and understand the value of earning. It’s 101 financial education.”
What fills Minnette’s own cup is time with her “tribe” – a close-knit group of moms who show up for each other, help raise each other’s kids, and remind one another they’re not alone. When asked what advice she’d give other women trying to do it all, she doesn’t hesitate: “Be real. Don’t pretend you’ve got it all together. Ask for help when you need it, and raise your hand when you’re not okay.”
Then she adds: “If there’s one thing to take from this article, it’s this: I do not have it all together. I try. I learn. I grow. I fail. I cry. I rest. And then, I try again.”
Visit We Wear What at 30 Louw Wepener Street.
TEXT: SAZLY MOSES PHOTOGRAPHS: Charlaine Pienaar- Go Urban Photography https://www.gourban.co.za/
