The best CEOs lead but also inspire others to lead. Joani Jacobs, CEO of Mrs South Africa and CEO and founder of Ace Models International, has dedicated her life to motivating and empowering countless women, helping them realise their potential to ultimately take charge of their lives. This year, in recognition of this lifelong pursuit, Jacobs was awarded the prestigious CEO of the Year title by the esteemed Woman of Stature Awards on 12 April 2025.

This platform is dedicated to recognising extraordinary women who are making significant contributions across industries and communities. As the head of Mrs South Africa’s executive team, Jacobs has been integral in defining the pageant’s direction over the past 15 years and has carefully shaped it into the development and empowerment programme for married women it is known as today.

She says, “We don’t do this for recognition – we do it for the love we have for others, and the urge in our hearts to see them succeed. However, this award is a powerful yet humbling recognition that what my team and I are doing is important, and that we’re truly making a difference in people’s lives.”

This award comes in the middle of Mrs South Africa’s 2025 season, as Jacobs and her team prepare this year’s semi-finalists for upcoming charity events, workshops, and the acclaimed judging week, where the Top 30 finalists will be selected. “It’s an incredibly busy time for us, but I feel re-energised every morning when I see how much work the ladies are putting into this programme.”

Fellow Mrs South Africa board member and CEO of PR Worx Madelain Roscher says, “Joani is one of the few women I can genuinely look up to as a mentor. She has that rare ability to be firm and make the difficult decisions when needed, while having the compassion and warmth to take her shoes off, join another woman on the couch, and talk her through her most difficult days.

“She’s also the hardest working person I know. On Saturday, for example, she was at a venue by 3am, preparing for the pageant’s Women’s Breakfast at 8am. That evening, she arrived at the Woman of Stature Awards gala in heels and a stunning dress to receive her award. Few can juggle this crazy life as well as she does, and I cannot think of anyone more deserving of this award than her.”

Jacob’s message to others is to “dare to dream, aspire to walk into any boardroom or onto any stage with courage and confidence, and act with power and purpose. I‘ve lived my life by these principles, and they continue to motivate me to approach every challenge without fear. I’m devoted to teaching other women to do the same so they too can be who they were always meant to be.”

She further extends heartfelt thanks to her family, team, and pageant sisterhood, with special mention of her husband, Pierre, whose unwavering support has been central to her journey. Finally, “I’m not just walking in my purpose – I’m walking in God’s purpose. That, to me, is the real reward. I don’t take this calling lightly. I understand full well that this is sacred work, and I’m just so grateful that I get to do it every day.”