Pretoria, 13 August 2021 – Jaguar South Africa has, for the second year, partnered with the female empowerment platform #GiveHerACrown in a quest to awaken change using the power of storytelling and the arts.

Officially launched in August 2020, the #GiveHerACrown platform exists to change the narrative for South African women by telling the stories of the survivors, the activists, the pioneers and the next generation. As part of last year’s launch initiative, a group of 16 local artists were enlisted to design and build actual crowns in their individual styles, which were then auctioned during 16 days of activism. Proceeds from the crown sales were used to develop and launch #GiveThemACrown – a CAPS aligned, Digital School kit for educators to champion gender equality in schools.

For 2021, Jaguar and #GiveHerACrown have taken a fresh new approach with six exceptionally talented South African artists each creating a bespoke digital artwork depicting an inspirational female activist, influencer or survivor. The personal stories of each of the artists and their Crown Inspirations will be shared on the Give Her a Crown Instagram account. A range of prints and crown-inspired branded accessories are for sale on the www.giveheracrown.co.za website, with proceeds going toward a Crown Bursary Fund to benefit a selected number of aspiring female designers through bursaries at Inscape College.

To bring the concept to life in automotive form, Jaguar Land Rover Experience in Johannesburg has wrapped five of its Jaguar vehicles in elaborate interpretations of the digital crown artworks. The five wrapped Jaguars are available to drive on a dedicated Jaguar Women’s Month of Safety course throughout the month of August, and a portion of proceeds from this specific course will also go toward the Crown Bursary Fund.

This full-day package includes hijack prevention training, fun Dynamic Handling exercises and lunch at the on-site TLC On the Track restaurant. Event costs are R1,800 per person with a minimum group size of 10 participants. For more information please contact the Jaguar Land Rover Experience team at info@experience.jaguar.co.za or call 010-023-0462.

Irene Kakooza, Communications Manager, Jaguar Land Rover South Africa, said: “This partnership is a continuation of our many female empowerment projects, both locally and globally, that celebrate, value and empower women who fearlessly drive progress in the automotive industry. As women continue to climb the ranks across so many different industries including my own, let’s set a goal to never stop helping one another grow! If we all stand together, we could, and we should, see results.”


A portion of proceeds from a dedicated Jaguar Women’s Month of Safety driving course will also go toward the Crown Bursary Fund Visit www.giveheracrown.co.za for more information or to support the Crown Bursary Fund


Meet the crown artists


Sphelele Gumede

Durban-based artist, Sphelele (aka Ellsphee) is a multidisciplinary creative director whose work is inspired by a combination of people and other art forms such as music, film and photography. “I like the idea of paying it forward. We’re all here with each other so let’s do our best to take care of each other.”

Instagram: @ellsphee


Sinomonde Ngwane

Another Durban-based illustrator (as well as graphic designer, blogger and micro-influencer), Sinomonde explores the issue of vulnerability while drawing inspiration from her personal experiences of being a strong black South African woman. Sinomonde says: “I decided to be a part of this initiative because the campaign honours, empowers and amplifies the voices of women. #GiveHerACrown aligns with my purpose and values as an illustrator.”

Instagram: @doodlesandpoetry


Mark Modimola

Mark is a proudly African visual artist. This prolific and versatile creator’s portfolio explores the nuances of African identity and spirituality, often through the cultural aesthetic of Afro-futurism. Mark says: “We are constantly creating the future, and so we must be mindful to think of the people coming up behind us. We must open doors for them through our actions.”

Instagram: @mark_draws

Ras Silas Motse


Ras Silas Motse is a contemporary, minimalist, Afro-centric and avant-garde artist who captures feelings to narrate contemporary concepts using a cross-section of African people as his subjects. “Here’s to strong women. May we know them. May we be them. May we raise them. And may we also crown them!”

Instagram: @rassilasmotse_studios


Balekane Legoabe


Balekane is a Johannesburg-based visual artist specialising in mixed media collage, working both digitally and traditionally. “I decided to get involved with the #GiveHerACrown initiative, because it aligns perfectly with my values. Bringing more light, beauty and positivity to the world through art and bringing beauty, hope and upliftment into the lives of others.”

Instagram: @_christianbale


Danielle Clough


Cape Town-based embroiderer Danielle uses her deep passion for colour and portraiture to weave a variety of mediums together. “I love this project because through the celebration of strong women, we see what is possible. I believe that it reminds us of the power of acting and contributing, in a time when things can feel hopeless, and that as a collective, we can be small parts of big acts.”

Instagram: @fiance_knowles


Through its custodianship of the 2021 Crown Collection, Jaguar will continue to drive positive change. Already well-versed in the power of art, in the form of dramatic designs and cutting-edge engineering for its vehicles, Jaguar is a well-poised brand to support this worthy empowerment initiative.

For more information or to start making a difference by supporting the Crown Bursary Fund, visit giveheracrown.co.za.