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JOUDALLE GOVENDER

oudalle Govender, chief executive officer of Joudalle takes pride in the culture of collaboration and the bad with my team,” she explains. “Everyone
Argento Trading 177cc, traces her journey she has cultivated. She values the ability to bring on the floor has a say; we stop production when
back to a leap of faith and a desire to help 100 women into a room and foster unity and necessary to discuss issues openly.” She also
Jpeople. “I started this journey after feeling teamwork. “We’ve come a long way, considering makes a point to get to know each team member
unfulfilled in my corporate career,” Joudalle recalls. we weren’t initially in retail,” she reflects. The fact personally. “Someone once told me I’d never
She was raised in the northern region of KwaZulu- that Argento is now trusted to produce apparel remember all their names, but I know each of the
Natal before moving to Johannesburg, where she for prestigious events like the Comrades Marathon 112 employees by name, and I make it my duty
worked for a major corporate company. In 2014, she and the Olympics is a testament to the company’s to be genuinely engaged,” she shares. Joudalle’s
decided to return to her hometown, recognising progress. “Every day brings small accomplish- hands-on approach fosters a sense of unity and
that her corporate role no longer aligned with her ments, whether it’s turning around an order or trust, turning Argento’s factory into more than just
purpose. Her husband, nearing retirement, owned a simply seeing our team get better at what we do,” a workplace – it is a community.
company called Argento and had an empty building. she adds.
“I persuaded him to let me take over Argento, and Joudalle admits she doesn’t look to traditional idols
he kindly obliged,” Joudalle explains. This was the Joudalle finds the best advice she’s received or public figures for inspiration. “I’ve never been
start of Argento Trading in 2016, launching with a was: “Be yourself.” She explains that early on, she one for celebrity culture or brands; I prefer to look
team of three. struggled to adapt to her rising profile and frequent inward,” she reflects. Instead, she finds inspiration
networking engagements. “I was more comfortable in her own journey and in the dedication of her
The company’s growth trajectory was rapid and on the factory floor than in a conference room,” she team. “Seeing my team members arrive at work,
impactful. “By 2018, we were selected for Hesto admits. However, a mentor advised her to embrace sometimes travelling two hours on difficult roads
Harnesses’ Supplier Development (SD) programme,” her authenticity, which grounded her in the belief just to be there, motivates me every day.” Their
says Joudalle. By 2020, Argento was recognised as that being true to oneself is a key component of determination fuels her resolve to improve Argento
a preferred supplier, expanding to 12 employees leadership. “I might get caught up in the noise continuously and foster a supportive environment.
and gaining opportunities with high-profile clients. around me, but I always come back to being myself,” “I couldn’t call myself a good leader if I wasn’t
A year later, Argento received support from the she says. inspired by the people I work with daily.”
Industrial Development Corporation (IDC), allowing
the company to grow to 65 employees and extend VALUABLE LESSONS SUSTAINABLE GROWTH
its facilities. “Today, we have a team of 112, and we’re
building a new space to accommodate an additional According to Joudalle, rapid growth has been For Joudalle, the future of Argento is not about
100 employees,” she notes. A strategic partner to her most significant challenge. While Argento’s aggressive expansion but rather sustainable growth.
Mr Price Sport and preferred partner to Hesto affiliation with automotive giant Hesto Harnesses “Bigger isn’t always better,” she asserts. She envisions
Harnesses, Argento also recently won a contract for instilled valuable lessons in discipline and proactive a factory of about 250 employees, managed
Isuzu South Africa, another significant milestone. planning, the company’s expansion introduced sustainably and committed to the development
new obstacles. “Capacity became an issue as our of each team member. “Sustaining relationships
For Joudalle, her purpose in business goes beyond production needs tripled in the last nine months,” with our current clients over the next five years is
profit. “It’s about sustainability – sustaining what she notes. To address this, Argento introduced a crucial, and we want to improve in all areas, from
I’ve created,” she shares. Although she acknow- double shift and optimised resources through a processes to skill development.” She believes the
ledges that she is still discovering her purpose, 24-hour operation. “We’re now moving into a new manufacturing industry offers ample opportunities
Joudalle feels that she’s drawing closer to iden- phase with an additional 1,000 square metres to and hopes Argento will continue to thrive without
tifying it by nurturing relationships and investing meet growing demand,” she explains. Training compromising its principles.
in personal growth. “I don’t see myself as a boss,” was also essential; in 2022, Argento launched a
she explains. “I want to be a leader who helps programme for local talent, ultimately hiring 12 “Be good, do good, and you’ll get good,” Joudalle
people grow.” This sense of purpose is evident in skilled operators who now contribute to the main says simply. This motto reflects her commitment to
her commitment to creating a positive workplace production lines. integrity, positive impact, and a balanced approach
culture and ensuring that Argento is a space where to business. Joudalle remains focused on creating
people can thrive. Joudalle added, “I believe that Joudalle emphasises the importance of direct a workplace that is productive and a source of
every day is an opportunity to make a positive im- engagement to keep her team motivated. “I’m on empowerment for the people who make Argento
pact in a world that can sometimes feel daunting.” the factory floor all the time, sharing both the good what it is.
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