Joani Jacobs, the former Mrs South Africa and current CEO of the organization, has spent her adult life in industries that often emphasize appearance. However, she now advocates for women to stop outsourcing their self-worth to others. Jacobs' central message is that women need to recognize their inherent worth, rather than tying it to external factors such as validation, opinions, success, or looks. Her authority on the subject stems from her experience building businesses in industries where external validation is prevalent.
Jacobs' journey to becoming a successful entrepreneur began with founding Ace Models International in 2005. She won the Mrs South Africa title in 2009 and later took over as CEO of the organization when the previous owner emigrated. Under her leadership, Ace Models has grown into an international operation with over 30 franchises. Jacobs has also repositioned the Mrs South Africa pageant from a traditional beauty pageant to a commercial business and female development program.
Jacobs credits pageantry with teaching her valuable skills such as public speaking, dealing with clients and sponsors, and projecting confidence. She notes that initially, she had to "fake it till you make it" in the beginning, but eventually, people respected her confidence. Jacobs argues that if women want to change something about themselves, it should be driven by confidence, not insecurity. Her approach has yielded results, with South Africa having two Mrs World winners under her watch.
Jacobs emphasizes the importance of "sisterhood" in her journey, referring to the women she met through modeling and pageants who became mentors, friends, and eventually bridesmaids. At Ace Models, modeling is complemented by public speaking, personal development, and life skills. The Mrs South Africa pageant has no height or weight restrictions, and contestants come in different ages, shapes, and sizes. Jacobs stresses that beauty matters, but it's essential to distinguish between enhancement driven by confidence and insecurity.
Jacobs' philosophy is that wanting to look good and possessing substance are not mutually exclusive. She uses the analogy of a Porsche to illustrate her point, suggesting that just as one wouldn't leave the car at home, one shouldn't feel compelled to hide their natural appearance. Her approach is particularly relevant in today's social media age, where girls are constantly exposed to curated images and algorithmic approval.
Jacobs' book, Crowned in Confidence, draws on her personal experiences of bullying, motherhood, divorce, remarriage, faith, and building businesses. She makes a case for femininity in leadership, arguing that vulnerability is a strength. Jacobs shares that she has not conquered insecurity and that life continually chips away at one's confidence. However, she emphasizes that it's essential to recognize that what gets chipped is not one's worth.
Ultimately, Jacobs' message is that the most important crown is the one that isn't an award – the crown that no one gets to take away. Her book aims to remind women of their inherent worth and encourage them to stop outsourcing it to others. As a successful entrepreneur, author, and mother, Jacobs is a testament to the power of confidence and self-awareness in achieving personal and professional goals.
Key points
- Joani Jacobs argues that women's self-worth should not be tied to external factors, but rather recognized as an inherent value.
- Jacobs' approach to beauty and confidence emphasizes the importance of distinguishing between enhancement driven by confidence and insecurity.
- Her book, Crowned in Confidence, makes a case for femininity in leadership and argues that vulnerability is a strength.
