A true stalwart of South African fashion, Jenny le Roux opened her first Habits boutique in Claremont in 1986, following a career in advertising and a stint at the iconic Stuttafords department store. With no formal fashion training, she built Habits from instinct and a deep understanding of South African women, turning it into one of the country’s most respected fashion houses. Known for her sharp trend-spotting skills, she travelled regularly to Paris, bringing back fresh ideas long before fast fashion or online shopping became the norm.

Over 35 years, Jenny dressed everyone from celebrities to first ladies, with her shows at South African Fashion Week becoming a fixture on the calendar. Beloved for her wit, honesty, and commitment to quality, she’s guided the brand through decades of change in style and retail.

Now, after a remarkable run with Habits, she’s launched JLR—a refined, curated line of true classics that reflects her enduring love of clean lines, tailoring, and timeless silhouettes. It's both a continuation of her legacy and the start of a new chapter.

We caught up with Jenny to delve into her journey as an entrepreneur. From pivotal moments to hard-earned lessons, she reflects on the path that shaped her and the legacy she continues to build.

1.⁠ ⁠What inspired you to start your business?

I was 45 and I had just decided to leave my job as Fashion Editor at Fair Lady thinking I’d love taking it easy - wrong, it was boring. Fashion was in my blood. One of the other things was I couldn’t find a shop that sold the sort of clothes I liked. 

2.⁠ ⁠What challenges have shaped your business?

Where to start was obviously the biggest problem and I started Habits in one room in Claremont and the rest as they say is history. 

3.⁠ ⁠How have your struggles made your business stronger or more unique?

I bought the best building in Claremont - was importing and exporting - owned a factory and won numerous awards and it all seem to happen in a flash. I sold it just before I turned 80, thinking once again I would relax and smell the roses, but passion is a funny thing and you just can’t stop doing what you love. So I started Jlr by Jenny le Roux at 80 (don’t know what I was thinking!?).

4.⁠ ⁠How do you stay passionate during tough times?

Of course in any business it has it’s high and lows but that is part of the excitement - tough times are good, it makes you just not work harder but to reinvent as well.

 

Her chosen Black Betty Flawed Diamond? The Rose Cut Diamond Cluster Ring.

"Well, of course I want the biggest one! I think this one's quite like me, she's fits nicely, she shines differently to the others. But I love them all, they're really lovely."

 Click here to shop the piece.

If timeless design and refined style speak to you, be sure to explore Jenny le Roux’s latest work under her new label, JLR. Her collection of elevated classics is a true reflection of her decades in fashion. Follow her on Instagram and visit jennyleroux.com to shop the collection.