Caroline Jelliman

Caroline Jelliman took over Lifestyle Health in November 2023, beginning with the flagship store in Ballito, and laid the foundation for what has since become one of KwaZulu-Natal’s most trusted and fastest-growing wellness brands. With a strong background in entrepreneurship and operations, Caroline brought both strategic leadership and heartfelt purpose into the health space — transforming Lifestyle Health into a holistic, community-focused wellness destination.

Born in Eshowe and raised in the Midlands, Caroline is a farm girl at heart. Her upbringing, surrounded by nature, fresh food, and simple living, nurtured her lifelong appreciation for natural health. She began her career in journalism before building and managing a successful transport business in Somerset West. After relocating to the North Coast with her husband, Gareth, Caroline felt ready for a new chapter — one that combined business excellence with meaningful impact.

Since taking ownership, Caroline has expanded Lifestyle Health significantly. Following the success of the Ballito store, she opened a second branch in Durban in April 2024, followed by the Westown Square store in March 2025. In late 2025, she launched the Cotswold Square branch in Hillcrest, marking a major milestone with the introduction of the brand’s first integrated Healing Hub.

The Healing Hub represents Caroline’s vision for the future of wellness — a space where retail, professional therapies, and lifestyle support come together under one roof. Designed to complement the supplement and health offering, the Hub includes services such as lymphatic drainage, massage therapy, massage and recovery treatments, and holistic wellness support. It reflects her belief that true health is not achieved through products alone, but through education, movement, recovery, and personalised care.

While Caroline is the founder and visionary of the brand, she describes herself as the “engine” behind Lifestyle Health — working primarily behind the scenes to ensure that every part of the business runs with excellence. From supplier relationships and product development to systems, finances, staff training, and long-term strategy, she is deeply involved in the operational backbone of the company. Her hands-on leadership style ensures consistency, integrity, and quality across all branches.

A passionate advocate for education and ethical wellness, Caroline works closely with qualified practitioners, suppliers, and her growing team to ensure that customers receive reliable, evidence-informed guidance and high-quality products. She remains actively involved in shaping new ranges, refining customer experience, and developing internal systems that support sustainable growth.

In line with her long-term vision, Caroline is currently working on launching her own in-house wellness brand. This initiative is driven by her commitment to ensuring that essential health and wellness products remain accessible, affordable, and consistently available to every customer. By developing trusted formulations and controlling quality and pricing, she aims to remove barriers to wellness and empower more people to take charge of their health — regardless of budget or background.

Caroline’s mission is to grow Lifestyle Health into a nationally recognised wellness brand that creates spaces where people feel supported, empowered, and hopeful. She believes that health should be achievable, nurturing, and joyful — not overwhelming or exclusive. Through sustainable practices, personalised service, and community-focused environments, she continues to build a business that supports long-term wellbeing.

Today, Caroline remains deeply committed to building a brand rooted in purpose, professionalism, and care. As the driving force behind Lifestyle Health, she continues to shape a business that helps people find happiness in being healthy and well — supporting not only physical vitality, but confidence, resilience, and lifelong wellness.