A go-getter by nature, Helene loves saying that instead of one, she has three jobs.
“In a nutshell,” she smiles, “I run PrettyBelle, which went from a fun hobby to a full-time job. I’m the owner of Pienkvoet-Pret Nelspruit (weekly mummy-and-me classes from three months to 3+ years old), and I’ve recently launched my very own exclusive fashion channel called Pocket Fashion, where I share weekly style and beauty tips in the form of vlogs, videos and shopping links via WhatsApp with subscribers. Basically, it’s like having your own personal shopper in your pocket!”
Helene started PrettyBelle eight years ago when her daughter, Minki, was born. “I was sitting on the bed, breastfeeding, my boobs hanging out, gauze panties on, and crying. I asked my mum, is this it? Is this really going to be my life from now on? My mum looked at me and said, you can choose to sit here and feel sorry for yourself, because yes, motherhood is hard. Or you can choose to get up, wash your hair, put on a nice dress and some red lipstick and get on with life (while looking fabulous).”
Needless to say Helene decided to follow her mum’s advice. “I got up, put on a nice rokkie, took a mirror selfie and posted it on Facebook (that was before Instagram was a thing). People loved it; I think they related to the realness. Fast-forward eight years and I have a combined social media following of 40k+ (on Insta and Facebook).”
Helene describes Minki as being very special right from the get-go. She’s quick to add that she knows all parents think their kids are special, but Minki has some kind of X-factor. “She just lights up a room and draws people to her with her energy. I love that she’s my little mini me, she also loves wearing red lipstick! And her application is faultless.”
Before he was born, Helene wondered how on earth this little dude was going to live up to his fabulous sister. “She’s just got a huge personality, but then Joshie came along and he’s just such a cool little dude. I can honestly say I enjoy my kids so much. I laugh with them, I play with them, sometimes I get mad at them, but I cannot imagine a life without Minki and Joshie.”
I have absolutely adored fashion since I can remember. To me it’s like having a superpower – you can dress according to your mood/personality, swipe on your favourite lipstick and the day will just get better from there
Helene studied journalism and photography at Tukkies, which is where she met hubby Joseph. “After my degree, I did my postgrad in teaching, and ended up working as a Grade R and RR teacher, I absolutely adore kids and I have a passion for learning through play. Fun fact, at the tender age of 28, I was the principal of a private nursery school in Centurion! From headmaster to influencer,” she laughs. “But jokes aside, the dream was to work at a magazine, which is why I studied journalism and photography in the first place. Ultimately I saw myself as a fashion editor at Cosmo or Elle. Also, I have absolutely adored fashion since I can remember. To me it’s like having a superpower – you can dress according to your mood/personality, swipe on your favourite lipstick and the day will just get better from there.”
She explains that while it may sound a bit crazy, somehow it all fits her personality like a glove. “I’ve always said all roads lead to PrettyBelle, it’s everything I love rolled into one, writing, fashion, styling, being creative and of course being a mum!” A few years after she started PrettyBelle, Helene told Joseph that although she loves being an influencer, sometimes it gets lonely. “I’m totally a people’s person, and it’s not always as glamorous as it seems, especially behind the scenes. And then the Pienkvoet-Pret Nelspruit franchise became available and I thought this is perfect, because I get to do it from home, three days a week. The rest of the week I can do my social media.”
Helene adds that when she became a mum, she realised how important having ‘mum’ friends was. With Pienkvoet she wanted to create a safe haven for mummies, a place where they can walk in, breathe and just be – no judgement. “Just quality time spent with baby, enjoying warm coffee. Because gosh, while motherhood is beautiful, let me tell you it’s also damn hard work,” adds Helene. Balancing three businesses, two kids and a husband can’t be easy, but in true Helene style, she laughs as she says that she wouldn’t have it any other way. “I thrive on being busy. Of course, sometimes I also just want to go to the gym, pick up the kids and watch a show, but there’s always work. Mum-guilt is real! But I try to remind myself that I am a good mum, and I’m showing my kids that you can achieve anything if you work hard and dream big. Joseph and I also try to have a date night at least once a month. I have to say I have the most amazing husband (he cooks!) and he keeps me calm.”
The family love to spend time together at Sabie Park next door to the Kruger, enjoying the peace and quiet of the bush, and Sundays are for playing tennis, a favourite pastime. Both Helene and Joseph were serious players in their heyday and still love the sport. The family are also big homebodies, and Helene loves to rearrange rooms and sort and pack closets (something she finds calming and therapeutic). If given the opportunity to go anywhere, her first choice would be Paris (obviously, she says laughingly), but on a more practical level, she would love to spend a weekend in a five-star room, complete with white linen, room service, free Wi-Fi and no kids. “But only for two days,” she stresses. “After that I’ll miss the kids too much!”
Helene’s big personality has stood her in good stead, and no doubt will continue to fuel this outgoing and livewire mum. Every day brings something new that she delights in – random compliments from shop assistants, a takeaway coffee that has The world is your oyster inscribed on it, or hearing the nation sing the national anthem. “I absolutely love living in such an amazing place in such an amazing country,” she smiles. “For the most part, people are kind and friendly, and what you give out is what you get back. And I think that’s pretty cool.” As do we!
