Page 19 - KZN Top Business Women 2024

I sustain myself with smaller dreams that are easier to achieve,

and in catching these smaller dreams, I find better fulfilment.

businesses and potential investors looking at Durban.” For Farah, self-care is not just an afterthought but a
Investment Marketing, necessity, especially when dealing with the various
Invest Durban Farah has participated in efforts to reach international
markets through outbound missions, conferences, and personalities and challenges in her profession. “You
other initiatives, creating a more attractive business can’t change the person or the project,” she advises.
arah Goolam, a professional in investment promotion, “You can only adapt yourself and your approach.” Her
plays a pivotal role at Invest Durban, the business landscape for the city. grandmother’s wisdom has always been a guiding light
Farm of the eThekwini Municipality. Her work focuses Reflecting on her career, Farah expresses appreciation that for her. “My gran was a farm lady who always took time
on attracting sustainable investments that can benefit all after twenty years of service she is trusted to represent the for herself at 3 p.m. with a piece of sponge cake and a
of Durban’s residents. “My business is business,” she says city on global stages. One particular moment of gratitude cup of tea, no matter what was happening around her,”
with conviction. “I give Durban a business face, and it’s a stands out for her: standing in 303 West Street, gazing out
call to action.” Farah is passionate about contributing to at the harbour and the city below. “You realise that you’re she reminisces. This lesson became especially significant
the city’s long-term goals, which include the 2030 vision making a positive difference, and it’s a moment to step during a time when Farah experienced burnout. “It’s like
to make Durban the best place to live in Africa. the safety instructions on an aeroplane: put on your
back and say thank you to the Almighty,” she reflects. mask before helping others,” she explains. “You cannot
Farah feels her path was always destined for something Farah views her accomplishments as proof that ‘teamwork pour from an empty cup.”
significant. “My parents named me after a Persian truly makes the dream work’. She believes in the power of
princess,” she reveals. “And I feel a certain duty to live up to collaboration and sees it as essential for achieving greater To recharge and find her balance, Farah enjoys simple
that name.” Beyond her professional achievements, she is outcomes together. pleasures like cooking, listening to the sound of rain,
a proud mother of nine-year-old twin girls and a devoted reading, spending time with her family, and visiting the
beach. “I’ve never put pressure on myself to have one
wife. “I’ve known my husband for half my life,” she shares. Throughout her career, Farah has witnessed both the
“He has always supported my goals and ambitions, and growth and setbacks of Durban. “Durban’s trajectory is big dream,” she explains. “I sustain myself with smaller
for that, I’m grateful.” always in flux,” she acknowledges. “Globally, that’s how dreams that are easier to achieve, and in catching these
life is. What goes down must come up, and I believe we smaller dreams, I find better fulfilment.” This approach
Farah’s journey in public service began two decades helps her maintain a more balanced life, appreciating
ago with an internship at the municipality. “I was one just have to have faith in that.” Despite challenges, she the blessings that already exist around her. “You realise
of three people chosen from over fifty applicants,” she remains optimistic, believing in the city’s potential to that you need not go hunting; you are already blessed,”
recalls. “I delivered mail in heels and a pencil skirt, doing thrive. One of her key goals is to build civic pride and she reflects.
everything I could to stand out.” In the initial stages of her encourage collective responsibility. “You wouldn’t burn
career, Farah was like a “sponge,” soaking up knowledge down your own home,” she reasons. “Let’s join forces to Focus on Your Goals
and being reactive to opportunities. Over time, she grew shape a positive narrative for the city, as it belongs to all In advising young women, Farah encourages them to
more proactive, seeking out opportunities for growth of us.” Her vision for Durban is a sustainable and thriving “stand up, stand tall, and build sustainability in everything
and learning. She became adept at navigating political economy that not only prospers today but lays a strong
environments, understanding ethics and corruption, foundation for future generations. you do.” She believes in the importance of staying true to
mastering communication skills, and learning the Better Versions oneself amid the world’s many opinions. “Focus on your
importance of protocol and etiquette. Her determination goals without being swayed,” she advises. She also warns
drove her to complete a marketing degree and participate Farah’s inspiration comes from various sources. “I’m against self-doubt, believing that it is often the biggest
in internationally recognised investment promotion and inspired by the people around me,” she says, “because they barrier to success. “We are our own biggest enemies,” she
facilitation programmes. encourage us to strive to be better versions of ourselves.” says. “Once we get this out the way, we need to place
She also finds motivation in South Africa’s history and the blinkers on and focus ahead.”
Power of Collaboration
sacrifices made by past leaders. “We don’t take enough Reflecting on her journey, she concludes, “Without
At Invest Durban, Farah’s focus is on enhancing visibility time to acknowledge those sacrifices and the benefits discipline, drive, and accountability, you risk running in
and communication. “When you’re visible, it’s easier we enjoy today,” she asserts. Even meaningful sayings or circles.” She often shares her personal motto: “Close your
for people and organisations to reach out and have memes, resonate with her. “The struggles you feel are not circle,” meaning to finish what you start with pride and
confidence in you,” she explains. “We are the first stop for isolated; others have faced them and emerged stronger.” integrity. “It’s been quite a journey and it’s not over yet.”

Farah GOOLAM | 17