INTERVIEW WITH LORNELLE JONAS

Spreading Financial Education and Workplace Positivity

With the accounting industry being saturated by similar companies, Lornelle Jonas says entrepreneurship was never part of her “plan” as at the time she had no clue what she would do differently But once the wheels of Elique Advisory were set in motion, Lornelle knew that the end goal was to not remain just another small entity

She saw a gap in transformation, noticing that there was no access and skills were but minimal even in an industry drenched with well-educated accountants

In essence, E'lique Advisory is a professional services firm specializing in accounting, tax, and advisory services to help clients achieve their financial goals and succeed in their respective industries

Their services include accounting, taxation, company secretarial, advisory, and assurance. In an economy where women are one of the groups most affected by unemployment, Lornelle, and her team have partnered with the Affirmative Finance Action for Women in Africa to establish an online learning platform known as the FundHer Learning Hub which includes the successful onboarding of 250 womenowned SMMEs onto accounting software..

With such an inspired approach to business, it is no surprise that E'lique Advisory has gone on to be the first ever 100% femaleowned Xero Platinum Partner, which speaks to Lornelle and her team’s level of expertise as Xero Platinum is a cooperative of top industry specialists

As a Black-owned company, the biggest motivation for the E'lique Advisory team is impacted. For them, success is measured by the impact of growth in their clients’ relationship with finances Their client base also comprises of freelancers and independent workers who often struggle to buy property even when they make sufficient income The available financial information is not relatable, particularly in a country whose economy makes it almost impossible for residents to save and keep up with their life policy premiums Lornelle’s approach to financial education is for her clients to set targets and for the Elique Advisory team to hold them accountable.

Through E'lique Advisory, Lornelle has also taken the crucial step of hosting masterclasses for small businesses One of the biggest hindrances is getting help from accountants who don’t have a solid plan around financial education “Very often you will find SMEs enquiring about VAT when they are not even VAT vendors, this speaks volumes about the gaps in financial education. “ says Lornelle.

A lot of South African entrepreneurs look to government for funding and other assistance because they simply are not aware of the other avenues at their disposal; which is where these masterclasses become very helpful In today’s world, it is also crucial for entrepreneurs to be armed with the technological skills to market and promote their businesses and to also take their businesses seriously as these are quite often a legacy for one’s future family tree As a leader, Lornelle does not believe in micromanagement but is instead a visionary trailblazer who believes that giving carte blanche to her team is what enables them to thrive

Her open-door policy gives her team the flexibility to be problem solvers who do not need their hands to be held in order to perform at their supreme

“Giving your people independence is a great catalyst to positive mental health in the workplace.”

Any psychology enthusiast would agree that leaders who have a keen interest in their teams’ mental health will inevitably produce a positive outcome both in the teams’ personal and professional lives

Considering how those fortunate enough to have jobs spend the bulk of their time at work, it becomes imperative to ensure that this place that takes up most of their time is not a source of depression and anxiety that leads to people dreading every new sunrise as it would serve as a reminder that once again they have to step into the gates of their personal hell

“People don’t even believe that I am a CEO because more than anything I try to retain my humility and to treat people with the utmost dignity,” says the powerhouse female entrepreneur Lornelle who identifies as relatable and prides herself in personally knowing and engaging each employee (although that is not her favourite word) even including the security guards

The significance of this is that security guards in most workplaces are seen and treated as the very bottom of the food chain, a perspective that has no place at Elique Advisory. The unfortunate belief about female Bosses being the Devil’s incarnate was born from how a lot of women in corporate spaces tend to get more support from their male counterparts than fellow females.

Lornelle says that in this regard, her role is to create a different narrative and drive the power of the saying “A win for one Sister is a win for all Sisters” She absolutely does not believe that there may only be one as she feels the pie is big enough for everyone to be able to enjoy a big enough piece. One of her strategies is the mental health days that she usually has with her team where they do a check in with one another regarding how they are feeling This speaks volumes about her position on how the human element is most important.

Very often a leader will encounter a female employee who enters the workplace already pregnant with the anticipation for toxicity because as people we have normalized workplace venomousness People are not used to being treated with respect in the boardroom, which breeds workers that have no clue how to respond to the type of positivity with which leaders of Lornelle’s calibre approach their people

“The most significant lesson for me has been discovering just how good I am at navigating unchartered territory” Lornelle’s advice to prospective entrepreneurs is self-validation because nobody else can validate another person’s journey. She encourages people to do that which they love as she sees happiness is the cousin of passion The evidence of this is how people will only believe you when they see the fruits of your labour and if passion is the driver behind that labour the fruit can never be anything but sweet

By : Mbali Mbatha

By: Mbali Mbatha