Andeline Wieland From Fashion Philanthropy to Business Impact

Fashion and beauty pageants have long had an intertwined relationship, and Andeline Wieland understands that. A multi-hyphenate professional, she’s carved out a niche in the Namibian market, merging her love for beauty and purpose with her passion for fashion. We recently caught up with the stunning businesswoman to hear about her latest endeavours.

A foundation of excellence

A former beauty queen of note, Andeline boasts an incredible resumé. She was not only the first runner-up in Miss Teen Namibia (2012), but also the first runner-up at Miss Namibia 2016, and went on to win the Miss Continents title in 2017. In addition to these accomplishments, Andeline also holds a BA in Drama and Theatre, a BA Honours in Journalism and a BCom Degree in Marketing from Stellenbosch University. With this well-rounded foundation, Andeline was perfectly poised to embark on a career in the creative fields.

More than just a dress: The Snow White Project

Driven by her creative skills and passion for giving back, Andeline launched The Snow White Project 13 years ago. The project brings to life the Matric farewell dreams of underprivileged girls by collecting donated evening gowns from generous sponsors.

Starting out with just a few evening gowns, the initiative has benefited hundreds of Namibian girls, forever transforming the way Namibians see formal gowns that are generally worn only once. But, despite the impact of the initiative, not everyone welcomed the project in those early years. Looking back, Andeline reveals: “When we started out, a few designers lashed out at me, saying that I’m taking away their business. But my argument has always been that the people who can afford a tailor or designer for a once-off event, are not the clients we go for.”

Things have since improved though, she says. The Snow White Project is now part of a symbiotic relationship with designers and other creatives. More than anything, Andeline`s mission for the project has been to “give back the dignity of young Namibian girls”. She notes, “I always found it unfair that many of these kids work so hard to pass Grade 12 but can’t attend their farewells because of financial difficulties. So I’ve always been grateful for those who’ve donated garments towards this initiative. In fact, many of those pieces are still with us today.”

On creative entrepreneurship and its challenges

In addition to the Snow White Project, Andeline co-owns Southern X Studio, a photography and media studio, alongside her fiancé. Some of her other business ventures include Untold Jewellery, Southern X Hair and Makeup and Desert Glow Luxury Spray Tan.

Over the last few years, Andeline earned the hearts of even more Namibians during her tenure as a host of the Breakfast Lab on Radio Wave, a position she recently stepped away from due to the demands of her entrepreneurial ventures. “Entrepreneurship in Namibia is still quite hard, especially for those of us who started from scratch,” admits Andeline. Like many creatives, she emphasises that entrepreneurship is not glamorous and comes with its fair share of challenges.

“It’s expensive and it’s filled with constantly doubting yourself. That’s why I even had a second job on the side to bring in a second income because I needed to know that no matter how the business fared, I could still take care of myself and my family,” she says.

Pushing against the narrative

Despite the many challenges she has faced over the years, Andeline is determined to succeed. She recently launched her newest business, HASAH Formal Wear Shop & Rental. Located in Windhoek’s Southern Industrial Area, HASAH goes a step beyond Andeline’s previous speciality, as the store includes menswear.

She credits her success to prioritising reinvestment in her businesses. In the past, her radio gig was the main source of this reinvestment, but juggling everything became exhausting. “I recently had to step back because I’m not getting around to everything. That’s the reality, you can work as hard as you want but somewhere you will fall short and that’s the reality. You need to be able to acknowledge that and step away,” she says.

Looking to the future

Andeline has high hopes not only for her own future but that of the entire Namibian creative sector. “We’re all coming into our own and the beauty of being a small industry is that there’s still so much that we can tap into to create a name for ourselves,” she says, adding, “but first and foremost, we need to learn to deliver on time and with precision.”

In five years, she sees herself becoming a mother. She hopes to expand her brand and open even more shops across the country. “Hopefully by then, I’ll be a lot more viscous in my approach,” (she chuckles) “and I’ll be more willing to take leaps of faith and not fear losing it all.”

She advises young creatives to sharpen their skills to gain confidence in their abilities. Her wise and poignant parting words, “Practice, practice practice. Improve your skill set and know your worth. People who work in the creative space deserve to be homeowners too, they deserve healthcare and they deserve to afford good schools for their children. But we won’t afford these things if we continue to work for peanuts. Grow until people come to you because you’re the best, not because you’re the cheapest”.

Rukee Kaakunga