Caroline Jelliman

Caroline Jelliman recently took over Lifestyle Health, a bespoke wellness store at the Ballito Lifestyle Centre. Although she has years of business experience behind her, entering into the world of health is the start of a brand-new chapter for her.

A farm girl at heart, Caroline was born in Eshowe and grew up in the Midlands. She started her career in journalism, working for the local newspaper, before getting married and becoming a mom to her two children, now 24 and 21 years old. She’s always had an entrepreneurial spirit and ran a business in the transport industry in Somerset West for many years.

Seeking a fresh start, she recently moved to the North Coast with her husband and began her search for a business opportunity. “I’d run my season in the transport industry and I wanted to step out into something new,” she says. “I had no idea what I was going to do. Because I’ve run my own business before, I wanted to be involved in a business that I could grow and be hands-on.”

The stars aligned and Caroline took over Lifestyle Health in November last year. Entering into the wellness space has been a completely new challenge, but one which she has fully embraced. “It’s been incredible to realise how quickly I can learn,” she says. “It’s hard work, but it’s so rewarding.” Although she is new to the industry, Caroline has always loved natural products. She says this stems from her childhood on a farm – spending her days outdoors, eating fresh food from the farm, and drinking clean water.

Caroline says she took over a wonderful company that was already well-established and she hopes to build on the brand and put her own stamp on it over time. She wants the space to feel inviting – a place where people feel heard. “When people walk into the store, I want them to feel a calmness and peace,” she says.

People often enter the store looking for advice, so an important part of the business’ success is having a staff that is knowledgeable and helpful. Caroline has two qualified homeopaths, Magic and Krystal, in the store with her, and she says she learns so much from them every day. “It’s been such a lovely transition to learn about what is good for you and to pass knowledge on to other people,” she says.

Some of the most popular products at the moment include medicinal mushrooms; saffron for its calming properties; and turmeric, a natural anti-inflammatory. Caroline says she has noticed a shift in the wellness industry as products have become more affordable and accessible for a wider group of people. She plans on opening another store in Durban North soon as the need for alternative health products continues to grow.

Starting fresh in the wellness space has been deeply rewarding for Caroline and she loves meeting new people and the opportunity she has to provide a space where people can find hope and health. “It’s nice to be needed and to have a store that people actually want to come into,” she says. “It’s meant to be a space where people can find something that helps them.”