About the Brand

Jolie has established itself as a trusted name in contemporary South African fashion. The brand's versatility allows women to transition effortlessly from the boardroom to dinner, from weekday commitments to weekend celebrations. Whether it's a beautifully tailored dress, an elevated everyday essential or a statement piece for a special occasion, Jolie is designed to move with women through every aspect of their lives.

Meet the founders

Belinda & Ann-Margaret

Designed with care and considiration by mother-daughter duo, Belinda & Ann-Margaret.

Jolie was designed with everyday, South African women in mind. Quality, style and comfort are central to their design ethos, sourcing only the best fabrics and materials.

Jolie

"zhoh-LEE" (or "joh-LEE")

a feminine name and adjective of French origin that primarily means "pretty", "lovely," or "beautiful".

Where it all started

Every great brand has a story, and Jolie's began with an unexpected challenge.

20 years ago, Belinda and Ann-Margaret were waiting for a large shipment of basic pants, an essential wardrobe staple for their customers. When the shipment never arrived, they were faced with a choice: accept the setback or create a solution themselves.

Determined to provide women with the quality, fit and comfort they were looking for, the mother daughter duo decided to design and manufacture the pants themselves. What started as a practical solution quickly sparked something bigger. Customers loved the quality, attention to detail and flattering fit, inspiring them to expand their vision beyond wardrobe essentials.

From those first pants, Jolie was born, a contemporary lifestyle brand built on quality, comfort and timeless style for South African women of all ages and sizes.

The Jolie brand

At the heart of the brand lies a deep understanding of real women and the way they live, work and dress. Every collection is
thoughtfully designed to offer a seamless balance between style, comfort and versatility, ensuring women feel as good as they look.

Today, Jolie offers a complete lifestyle experience, extending beyond clothing to include carefully curated footwear, handbags and accessories. Each piece is designed to complement the collection as a whole, making it easy to build a wardrobe that is cohesive, elegant and uniquely personal.

More than just fashion, Jolie represents confidence, femininity and modern sophistication. It is a celebration of women who value quality, embrace comfort and appreciate timeless style without compromise. Through thoughtful design, exceptional craftsmanship and a genuine understanding of its customer, Jolie continues to empower women to dress with confidence, authenticity and ease.