Fashion has always been my Passion…even as a little girl, making outfits with my Mom’s left over materials to styling my long legged dolls. My Mom’s cupboard was our Boutique, her shoe drawer absolute Heaven, and her jewelry was my Pandora’s Box. My Mom was, still is and always will be my Inspiration.

I grew up in a family where patterns, fabric, measuring tapes, scissors, pins and needles and the soothing sound of a sewing machine was part of our daily lives…
remembering how my Grandmother could transform any type of fabric into a Fairy Tale Wedding Dress.

One thing I will never forget was when she told me…”your work has to be extremely neat and precise, so neat that you should be able to wear your dress inside out”. Well, with me being a blond, and one who gets bored extremely quickly, this valuable lesson she taught me was lost when I stitched “A”-line skirts. But I do, at all costs maintain the ethics with each design which goes to the EST® tailors, thus ensuring and guaranteeing the EST quality stamp of approval.

Taking the next step…..

I remember well my first meeting with Jonathan, my friend, and the one who did all my branding designs for Estbythelna.

My dream list was long, yet simple, or so it might seem. I wanted to create my own brand of clothing, import and export my creations, design jewelry, print my own fabric, publish my own fashion magazine, and so the list goes on. Jonathan took one look at my list, held me by the hand and said…”breathe baby, relax, let’s not get too hasty, let’s focus on one thing at a time”…so I wrote a business plan and decided that a “tick the box” strategy was the answer for my constantly busy and creative mind.

I learnt that when starting your own business, you have to make sure you understand and start with the basics, “Your Brand”. Branding is the most important aspect of your business. Take time with your designs, rather spend more time and energy on your designs, they are after all what will determine your success. It showcases who you are, and it reflects your personality. Remember with your Brand, for the prospective clients, the first impression will be the lasting impression. Your Branding has to flow throughout your products, from your business cards right trough to your ever so important Wed-site.

You constantly have to scrutinize your business plan to ensure you are growing in the right direction and that you are achieving your goals.

The Est label…

I live in the bustling suburb of Adliya in Manama, an area alive with shops and small businesses. It wasn’t too long before I found a tailor, his shop being really small, almost the size of a walk in closet. At first, communicating was difficult, terribly time consuming and I was yet to find out that the tailors all work to their own schedule. This meant “Delays”!!! It was through trial and error and making many mistakes that I decided I need a tailor, my own tailor. Chance would have it that one day, whilst Ronelle and I were visiting a haberdashery, I told the owner that I desperately need a tailor of my own. Literally, within thirty minutes I received a call from who was soon to be Estbythelna first stitcher , Ravi – what a Devine appointment this was. Mini also joined EST earlier this year and she mainly stitches my new “CurvyEst” range of clothing.

The Road is Long……..loving the journey!!!

Ever since I moved to Bahrain, I have expanded my business and I now export my designs to various agents in South Africa and Oman. My EST creations are a combination of Bohemian Chic with a Romantic Vintage flair.

EstbyThelna designs are for dress up, fun and casual days when you’re not in the mood to think about fashion days. All you need to do is throw a the signature Est wrap over your t-shirt and jeans and you are ready to hit the street. To mix and match a styled wardrobe, brings creative freedom, this can all be achieved through the basic EST® clothing range.

I love designing unique clothes and my designs vary as my creative mind takes over.

Yearly Roadshows and Fashion Shows….

Each year my Mom and I take to the roads of South Africa. We love journeying together from small towns, to big cities. Our passion is to make a change in each and every woman’s life (even for just that moment), to give personal attention to each client, and to show her how to be creative by mixing and matching. This will highlight how she can stand out in the crowd with subtle changes.


I present a fabulous themed fashion show every year. My favourite is the “Grand Fashion Day” with my group of friend we know as the “Girlies”. You can read more about this on my website under “fashion shows”.

Reaching out to woman….

I attended an “Image Consulting Course” with Nina Brown in August of 2012. It was truly fulfilling and I returned as a new woman, determined and eager to share what I had learnt with my friends and clients.

“Who am I” – “Discovering the New You”, Inner and Outer Beauty Course, teaches you  to stand out in a crowd, to recognize your inner beauty and use and embrace your God given talents. It is all about Finding and Loving yourself again, changing and growing with each lesson.


2014 is the year I started Being-Est Digital on-line magazine.
Being EST® is where everything comes together under one digital umbrella filled with décor, style, fashion and my passion for life.

Today, I am keen and excited to share my dreams and visions with you.