What if the confidence you’ve been chasing has been within you all along?
From a small-town girl in Welkom, South Africa, who quietly questioned her worth, to becoming a model, beauty queen, entrepreneur, CEO, mentor, and one of South Africa’s most influential voices for women, Joani Jacobs has spent a lifetime discovering that true confidence is not found in beauty, achievement, titles, or the approval of others.
In Crowned in Confidence, Joani shares her deeply personal journey through insecurity, bullying, comparison, public scrutiny, heartbreak, leadership, motherhood, and faith. With honesty and vulnerability, she exposes the lies that so many women have come to believe: that they must be perfect to be loved, successful to be valued, beautiful enough to be accepted, or smaller to belong. Instead, she offers a pathway to lasting confidence rooted in identity, purpose, and truth.
Drawing on lessons learned from the runway, the boardroom, the Mrs South Africa stage, and life’s most challenging seasons, this inspiring guide encourages women to break free from self-doubt, embrace their uniqueness, and step boldly into the life they were created to live.
More than a memoir and more than a self-help book, Crowned in Confidence is a heartfelt companion for every woman who has ever questioned her worth or wondered whether she is enough. Through authentic storytelling and practical wisdom, Joani reminds readers that confidence is not something the world can give or take away. It begins with recognising who you truly are.
Because confidence is not something you earn.
It is something you remember.
Your worth was never up for debate. It’s time to wear your crown with confidence.
About the Author
Joani Johnson Jacobs is a powerhouse entrepreneur, visionary leader, and unshakeable advocate for women’s empowerment. Best known as the CEO of Mrs South Africa (Pty) Ltd and the founder of Ace Models International, Joani has spent more than two decades inspiring women and young people to rise into their worth, embrace their authenticity, and pursue their dreams with courage. At just 24 years old, with only R10 000 borrowed from her father and a dream in her heart, Joani purchased a small modelling school that would one day grow into Ace Models International – now a thriving network of more than 30 academies across South Africa and Africa. What started with fewer than 20 students in a garage-like studio has become a movement that has touched thousands of lives, teaching not only modelling but also confidence, character, and leadership. In 2009, Joani won the title of Mrs South Africa, and in 2011, she boldly stepped into ownership of the organisation, hosting her first national pageant finale while holding her newborn baby in her arms. Since then, she has transformed Mrs South Africa into a life-changing empowerment platform for married women – a sisterhood where women launch businesses, find their voices, and rewrite their stories at every age and stage. Her impact in business and leadership has earned national recognition, including being named CEO of the Year in 2025, affirming her role as one of South Africa’s leading voices in purpose-driven entrepreneurship and women’s development. Joani’s journey has not been without storms. From facing critics and financial hardships to leading organisations through the uncertainty of COVID-19, she has discovered that true success is not built on perfection but on grit, faith, and relentless determination. Her story proves that courage does not come before action – it comes after it. Today, Joani is recognised as a speaker, mentor, and changemaker whose message is simple yet powerful: You are worthy. You are enough. And your time is now. She lives in Johannesburg with her husband, Pierre, her daughter, Jesse, and their blended family, where faith, family, and purpose remain at the heart of everything she does.
