#WomensMonth | Pepkor's Konaye Dlatu on creativity, connection and leaving an impact
Growing up in South Africa's Eastern Cape, Dlatu found creative expression in everyday moments – colouring as a child, putting outfits together, baking bread and experimenting in the kitchen.
Today, that instinct has evolved into a career spanning social media strategy, influencer management, PR, copywriting and brand experiences across Pepkor's fashion and lifestyle brands including Ayana, Refinery, Refinery Junior and Osmo.
But behind the campaigns and brand strategies is a philosophy that has remained constant: leave people better than you found them.
It is a lesson passed down by her grandmother, one that Dlatu says she learned not only through words but by watching her live it.
"My grandmother didn't just say those words; I watched her live them," she says.
Her grandmother would welcome people from the community into their home to help them learn to read and write their names. As a child, Dlatu would sometimes help, even bringing newspapers back from the city so people could practise reading.
"I didn't understand how significant that was as a child. Now I realise she was teaching me that whatever knowledge, access, or time you have, you can use it to help someone else."
That lesson has become a personal and professional compass.
Finding creativity in the everyday
Dlatu's creative instincts eventually led her towards fashion, storytelling and people – and, ultimately, marketing.
Today, her work moves between strategy and creativity. One day might involve developing a PR and influencer strategy for Ayana; another could involve curating a brand experience for Refinery, managing creator partnerships, writing copy or collaborating on a campaign.
What connects it all is her belief that marketing should make people feel something.
"For me, the best ideas sit somewhere between 'people will love this' and 'this makes sense for the brand'," she says.
Working across different brands has taught her that creativity cannot exist in isolation from the audience or the commercial objective.
"Who are we speaking to? Why should they care? Does this feel true to the brand? And what are we trying to achieve?"
For Dlatu, that intersection between emotion and commercial purpose is where the most meaningful creative work happens.
Learning to trust her voice
The constant pace of the industry can make it easy to second-guess an idea, particularly while building a career.
As a young woman working in fast-moving industries such as social media, influencer marketing and brand experiences, one of my biggest challenges has been learning to trust my own voice.
But she has learned that confidence doesn't necessarily mean being the loudest person in the room.
"Sometimes it's simply knowing you've done the work and trusting yourself enough to say, 'I think we should try this.'"
She is also learning to embrace not having all the answers.
"There's confidence in being able to say, 'I don't know yet, but I'll find out.'"
That willingness to keep learning has become an important part of her professional growth.
Redefining leadership
For Dlatu, leadership isn't necessarily tied to a job title.
"I'm still growing in my career and have leaders I learn from, but I've realised that leadership isn't reserved for a title," she says. "It's also in how you take ownership, contribute, treat people and carry yourself."
She sees examples of this kind of leadership in the women around her, particularly her mother and grandmother.
Female leadership, she believes, can look like strength and resilience, but it can also look like empathy, generosity and creating space for other voices.
I know the kind of leader I would like to become: someone who is confident in what she brings, open to learning and generous with what she knows.
The women behind the woman
The influence of the women who raised Dlatu can also be seen in her relationship with fashion.
Some of her most treasured dresses were passed down from her grandmother – garments that represent more than style.
"I love that something as simple as clothing can carry history, memory, and identity," she says.
Her grandmother also recognised Dlatu's creativity before she had the language to describe it herself.
"She would notice that I approached things differently and tell me that I was gifted. Looking back, I think she was seeing my creativity before I had the language for it."
That early encouragement continues to shape the way Dlatu sees her own potential.
Professionally, she has also benefited from managers, colleagues and women who have trusted her with opportunities.
"I think we become little pieces of the women who pour into us, and I hope I can eventually do the same for someone else."
Creating opportunities for the next generation
Dlatu believes the digital landscape presents an especially exciting opportunity for young women.
Unlike previous generations, aspiring creatives don't necessarily need permission or a traditional platform to begin building a portfolio or personal brand.
"A phone, an idea and consistency can genuinely be the start of something," she says.
But she is quick to point out that the creative economy extends far beyond being an influencer.
Behind every piece of content are strategists, copywriters, photographers, stylists, PR professionals, producers and influencer managers.
Her advice is to use digital platforms to demonstrate skills rather than measure self-worth.
"Followers are numbers; your skills, perspective and reputation are what build a career."
For businesses, she believes creating opportunities is equally important.
Companies need to give women meaningful responsibility, allow them into decision-making spaces and create environments where ideas can be challenged and explored.
"Give women opportunities before they feel completely ready," she says.
Presence as a form of legacy
There is a particularly personal meaning behind Dlatu's ambitions.
Her name, Konaye, means "presence" – something she has increasingly come to see as a reminder of how she wants to move through the world.
"People have often told me that I bring a certain energy into a room, and I've started to see my name almost as a reminder of how I want to move through the world."
For her, presence isn't about demanding attention. It is about the impact left behind.
"People experience because you were there."
That idea brings her back to the lesson that has followed her from childhood into her professional life: leave people better than you found them.
Dlatu wants to create beautiful campaigns, memorable brand experiences and work that makes an impact. But the legacy she ultimately values is more human.
"Yes, I want to create beautiful campaigns, memorable brand experiences, and work I'm proud of, but I also want people to remember that I was kind, that I contributed, and that I left something good behind."
And for the next generation of women looking to make their mark, her message is simple: don't underestimate what you bring into a room.
You don't have to know everything before you enter it. Be curious, speak up, learn, and trust the things that make you different.
And when the opportunity comes to help another woman move forward, she says, make sure the door is open.
"When you find yourself in a position to open a door for another woman, open it."
