Mihlali Ndamase has expanded her influence beyond digital media with the introduction of Treasury Designs, a luxury womenswear boutique that opened its doors in November 2025 at The Marc in Sandton. The launch positions the entrepreneur and content creator firmly within South Africa’s premium fashion economy, marking a shift from online dominance to a fully fledged retail presence.
The boutique, located at 129 Rivonia Road, anchors itself as a women-led space that foregrounds craftsmanship, elegance, and inclusivity. Treasury Designs offers garments and accessories curated for a diverse clientele, with pieces tailored to various body types, ages, and style preferences. Visitors can explore the brand through Ndamase’s official Instagram account at @mihlalii_n and view Treasury updates directly via the dedicated page at @treasurydesigns.
The transition into luxury retail builds on nearly a decade of digital entrepreneurship. Ndamase established her online presence in 2016 as one of South Africa’s earliest beauty YouTubers, later becoming a leading voice in beauty, lifestyle, and brand communications. Her portfolio includes long-standing partnerships with international brands such as MAC Cosmetics, Urban Decay, Samsung, and Aldo, collaborations documented across platforms including her official profiles and industry listings like her LinkedIn profile. Her work earned her placement on the Forbes Africa 30 Under 30 list, consolidating her reputation as a high-impact digital strategist and influencer.
Treasury Designs complements her existing company, Malakyt, an innovation-centred beauty and fashion venture accessible through malakyt.com. Alongside her commercial projects, Ndamase maintains a philanthropic footprint through the Siyasizana Foundation, an organisation that delivers community wellness and education initiatives.
The Sandton launch signals a decisive step in Ndamase’s long-term brand architecture: a shift from social influence to ownership of physical retail and product-led value creation. With extended hours from 09:00 to 18:00, the boutique stands positioned to attract both local clientele and Johannesburg’s high-footfall luxury shoppers.
As Treasury Designs scales, the brand’s trajectory will likely influence how South African digital creators convert online authority into sustainable fashion businesses. The success of this venture could redefine expectations for influencer-led entrepreneurship in a sector increasingly shaped by credibility, visibility, and consumer trust.
