Entrepreneur Joani Johnson Jacobs Released New Business Book
The leader of Ace Models International details her journey from a small loan to an international franchise.
Updated on Oct. 2, 2026 in Business Strategy
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Joani Johnson Jacobs has launched her book, Crowned in Confidence, capping a career that includes winning Mrs South Africa in 2009 and being named CEO of the Year in 2025. Her leadership covers the operation of Ace Models International across three countries.
Why it matters
The book serves as a retrospective on Jacobs' strategy of scaling from a single, small-loan-backed school to a multinational operation. It highlights the operational track record of an executive who navigated the expansion of a franchised service brand across South Africa, Namibia, and Australia.
Ace Models International currently maintains more than 30 active locations across South Africa, Namibia, and Australia. This scale follows a modest start for Joani Johnson Jacobs, who purchased her first school for R10,000 when it had only 20 students.
The players
Joani Johnson Jacobs
An entrepreneur and CEO of the Year recipient who manages the Ace Models International franchise.
Ace Models International
A modelling school franchise system with operations spanning South Africa, Namibia, and Australia.
The details
Jacobs transformed the business model by transitioning from a single classroom owner to the head of the Mrs South Africa organization in 2011. She has since diversified her portfolio, most recently acquiring the Miss Supranational South Africa licence in September 2026. Her approach reflects a shift from individual instruction to broader brand management and event-based franchising.
Timeline
2009: Joani Johnson Jacobs won the Mrs South Africa title.
2011: She assumed leadership of the Mrs South Africa organization.
2025: Jacobs was recognized as CEO of the Year.
September 2026: She acquired the Miss Supranational South Africa licence.
October 2026: The book Crowned in Confidence was officially launched.
Market Landscape
Jacobs' move to secure international pageant licences marks a clear expansion beyond the initial 2011 takeover of Mrs South Africa. This diversification echoes her established strategy of scaling brand-focused ventures into multinational franchises.
Operators looking to scale service businesses should watch the progression of the Miss Supranational licence as a model for brand diversification. Owners should evaluate whether their current service volume supports a shift toward a franchised operational structure.
The takeaway
Jacobs' career demonstrates the value of leveraging high-profile titles to build scalable franchise brands. Owners should track how these media and beauty assets are integrated into existing service models to drive recurring revenue.
Further reading
For more on how founders scale operations, read our latest analysis in Business Strategy.
Source note: This article includes information reported by Joburgstyle Online.
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