Rabia Ghoor, founder of swiitchbeauty® and winner of multiple awards, is one of South Africa’s most celebrated young entrepreneurs thanks to her fascinating backstory of starting the business at the age of 14 and dropping out of high school shortly thereafter. But in the decade or so since then, Rabia has built a powerhouse of an eCommerce business – a business that deserves the limelight beyond its founder. On episode 2 of The Finance Ghost plugged in with Capitec, we gave the business lessons from the journey building swiitchbeauty® just as much attention as Rabia’s story. Episode 2 covers: The entrepreneurial DNA in Rabia’s family and how an upbringing surrounded by the hustle contributed to her brave and unusual decision in high school. The initial innovation that sparked the business, namely the use of Instagram and other social media channels in a way that traditional competitors weren’t doing. The value of building an authentic online community over a long period and using that as the foundation for a brand. Curating a product range over time and developing key differentiators, with the importance of ‘just starting’ without necessarily knowing all the future answers. The advantage of building a business on a foundation of low personal overhead and responsible risk-taking. Advice for businesses on how to get the most out of social media. The biggest mistake made along the way.