Joleen Coetzee’s story sparkles with divine timing, fierce courage, and the kind of magic that turns a select few dresses into a fashion phenomenon.
Rows of sequins catch the light. Gowns that don’t just hang, but speak. Power suits gleam with quiet confidence. And somewhere in the heart of all that shine stands Joleen Coetzee, a woman who still calls herself ‘just a girl from Calitzdorp who loves shopping,’ even though she now dresses Miss and Mrs South Africas, celebs, influencers and the corporate powerhouses who keep the world turning.
Today, Dollhouse Emporium, now evolving into DHE Rentals, is known for breathtaking gowns, sculpted suits, and that indescribable wow women search for when they want to feel spectacular. But a few years ago, life looked very different.
Joleen was a small-town girl living on the West Rand, reinventing her career as she transitioned her events business into a new industry, all while holding onto a prophecy she couldn’t quite make sense of.
“It was so literal,” she laughs, remembering the moment that stirred everything. “After my pastor prayed for me, she turned to me and asked if I was opening a new business. At the time, I was considering starting a kiddies’ party venue, so I said yes. She just shook her head gently and said, “That’s strange… because I’ve just had a vision of you surrounded by sparkly dresses”. My husband Chris, ever practical, tried to rationalise it. Surely they meant business, not actual dresses? But something in my heart lit up. I love sparkles, I love shopping – it just felt right.”
She trusted the feeling. Terrified, excited and driven entirely by faith, she took the leap.
“I started with five items. Four of them were mesh dresses covered in crystals, and honestly, they cost me what felt like a fortune. They were quite see-through, very bold… and I kept thinking, South Africans are modest, who’s going to wear this? But the vision wouldn’t let me go. I knew that with the right cover wear, it could work.”
And so Dollhouse Emporium was born. Not with a fancy showroom or industry connections, but with five dresses, a borrowed dream and unwavering belief that God had a plan. But life doesn’t pause when purpose calls.
In November 2022, Joleen discovered she was pregnant. Unplanned. Unexpected. All while juggling a new venture that wasn’t yet profitable, two small girls already at home, and days when exhaustion pressed heavily on her chest. “I kept thinking, ‘Lord, you told me to do this’ … but when is something actually going to happen?”
And then, in true God’s timing, something shifted. Industry giant Werner Wessels reached out. Not long after, Natasha Joubert, Miss South Africa 2023, wore Joleen’s pieces to Paris Fashion Week. Suddenly her gowns were everywhere, on TV, on runways, on red carpets. Unmistakable.
“Even though I’d been living in the West Rand for years, I didn’t really know the right people. I didn’t go to school here, wasn’t in the pageant scene, didn’t know anyone famous.”
At first, she only had mannequin pictures from suppliers. She battled to take photos, armed with no camera skills and no equipment. Her husband eventually bought her an iPhone so she could at least shoot decent content. She asked friends with pageant experience to model some items, just so she had real photos to post. Slowly, her following grew. Gradually, the industry took notice.
And then came the moment that made her realise: I’ve made it. A last-minute client needed a dress for the Ontbysake Onderneming van die Jaar awards. Over one week, in three completely unrelated settings, three different people all told her the same thing: “Contact Dollhouse Emporium.”
From a friend. A colleague at a studio meeting. Someone at a braai. “She wasn’t even from the West Rand,” Joleen laughs. “That was the moment it sank in. We’ve become the name on people’s lips when someone needs something spectacular. We’re the solution.” And yes, that client found the perfect dress.
Today she has dressed the who’s who. Her pieces appear on national and international television, and her bookings stretch far beyond Mzansi. Yet at the heart of it all is profound humility.
“This business is 100 per cent the grace and favour of God. I had no fashion background, no connections, no pageant experience and no invitations to glamorous events. I’m just a girl from the Klein Karoo who God chose to use for His glory. I love shopping, and I love seeing women sparkle. Every transformation, every woman who walks out feeling powerful … that’s Him.”
DHE Rentals now holds more than 800 pieces, each sourced, named, photographed and curated with a specific woman in mind. Her husband, Chris, has been her grounding force throughout. “He believed in me when I didn’t always believe in myself. He’s the calm to my sparkle.”
And then there are her girls … her biggest cheerleaders. At her daughter’s recent Grade RR graduation, the teacher read that her little girl “wants to be a princess with beautiful dresses.” While other children named doctors or teachers, hers dreamed in glitter. “The teachers said she believes in magical, endless possibilities. Moments like that remind me why I work so hard. My girls are watching. I want them to know your dreams aren’t limited by where you start.”
For Joleen, sourcing new stock still feels like Christmas morning. She gets giddy opening parcels, gasps when a gown shines brighter than expected, and imagines the woman it was made for. Her inspiration doesn’t come from fashion icons or trends. It comes from the way her clients dresses. “When I source, I think Christel would rock this. Talitha would love this. I pay attention to what makes each woman light up, their body language, their dreams, even their insecurities. That’s what guides me.”
Transformation sits at the heart of her brand. “We don’t only rent dresses. We restore spark. Women have shed a tear or two during fittings, not because of the dress itself, but because of how it makes them feel. Powerful, seen, beautiful. Like they’re remembering who they are.”
It’s a lesson passed down from her parents. From her dad, she learned the importance of making people feel special. From her mom, the power of presentation and taking care of yourself. Tiny teachings that now shape a luxury brand.
From five dresses on a rail to 800 gowns across wardrobes nationwide. From a prophecy to Paris Fashion Week. From Calitzdorp to South Africa’s red carpets. Joleen’s story glitters with faith, courage and a touch of destiny. And if her journey proves anything, it’s this: When God says “go,” even the smallest dream can become something spectacular.
Joleen’s must-have festive outfits:
The statement sequin piece. Whether it’s a dress or a blazer, you need something that catches the light and makes you feel like the celebration. Our crystal mesh dresses are perfect for this! Pair with nude undergarments and minimal jewellery.
The sophisticated LBD with a twist. Not just any black dress, but one with standout details. Think feather trim, an interesting neckline, or a luxe fabric like velvet.
The power suit in metallic or jewel tones. Every woman needs a suit that makes her feel like a boss at the year-end function. It’s professional, polished, and still perfectly festive.
The effortless elegance day dress. Ideal for family lunches and casual gatherings. Think midi length in rich festive colours like burgundy or forest green. Something you can move in, but still feel special wearing.
The showstopper gown. Because December in SA always calls for at least one event where you need to bring your A-game. Go for classic silhouettes in unexpected colours or textures.
Details: dherentals.co.za or follow @dherentals on Facebook and on Insta.
Text: RIALIEN FURSTENBERG. Photographer: SJ VAN ZYL. Hair & makeup: TIAAN COETZEE.
