Today on Heels on Wheels, we talk to Sadaf Vahedna, a seasoned shape-shifter. She began her career as a young chef in the glamorous five-star hotels of Dubai and went on to work for a luxury hotel chain developing their capital projects. At the height of the financial crisis in 2009, she left the hospitality industry to pursue interests in retail and trade. She has since gone on to intervene in various businesses – turning some around and shutting others down. Ms Vahedna has a pragmatic attitude towards entrepreneurship based on the reality that starting a business requires a lot of preparation, especially for women. She also believes in the potential of SMMEs considering them to be key agents for economic growth. Her mentorship motto is: “Tough love, because obsession brings mastery.”


Heels on Wheels is a program that is passionate about helping people, particularly women, to reach their full potentials. We follow our passion, by showcasing women in various roles, that are an inspiration, due to their zeal, faith, motivation and their achievements. The programme is designed to inspire women who aspire to senior and executive positions within the business environment, or to entrepreneurial achievements. We also bring to you women in the marketplace and workplace who have made their mark, inspiring and empowering those around them to develop their potential and reach their goals. We ask them insightful questions, drawing on the lessons that each woman has offered to her community, country and the world as a whole. Women on the go, who have overcome failure, are trailblazers and are doing great things.

Sadaf grew up in Dubai, where her family still is. She was pushed into a management position in her Father’s business, when the global turndown got his business bankrupt. She later moved to South Africa to live with her husband who runs a business here. She has since taken to mentoring entrepreneurs in South Africa.

“The amount of opportunities we have in Africa are enormous, so many problems that people have, that need to be solved…”

“You only learn by doing, but don’t be afraid to do.”

“Don’t be afraid of failure, failure is very important to success”