Sonja’s return marks more than a comeback; it signals a bold commitment to reshaping the future for South African women. With a renewed focus on leadership and financial empowerment, Sonja is championing a movement that equips women not just to participate in the economy, but to lead it. Drawing from her experience, influence, and passion for gender equity, she’s creating platforms where women can access the tools, confidence, and opportunities needed to thrive as entrepreneurs, executives, and change-makers.
1. What inspired your decision to take a break from Honey, and how did that time away shape your return?
Sometimes, even when you love what you do, you need to step back and breathe. For me, the break was about regaining clarity and making sure my next chapter wasn’t just successful, but meaningful. That time away reminded me why I started in direct selling in the first place, helping women change their lives one gorgeous handbag at a time. It wasn’t a goodbye, it was a reset. And it’s brought me back more determined than ever.
2. How does it feel to return to Honey after your reset, revitalized, recharged, and ready for a new chapter?
It feels absolutely electric. This isn’t just “coming back”; it’s coming back with purpose and intention. I’ve missed the energy of the Honey Hive, the thrill of growing a business, and most of all, helping other women step into their own power. This time, I’m not just chasing titles; I’m building leaders to lead Honey into the future.
3. You’ve been in direct selling for nearly 22 years. What keeps you passionate about this industry?
Direct selling changes lives, plain and simple. I’ve watched women go from barely making ends meet to becoming financially independent, confident business owners. That transformation never gets old. Plus, I love that you don’t need a degree or a massive start-up cost, just grit, heart, and consistency.
4. What new strategies or approaches are you bringing to your business after your time away?
I’m focused on helping women build businesses with real meaning—businesses that can grow into the kind of long-term careers Honey is famous for. Direct selling isn’t just a quick side hustle; it can be a career that gives you financial stability, recognition, and freedom. My goal is to develop leaders who are building not just income, but legacy.
5. How has the leadership transition to Corné Roux impacted the Honey vision and team dynamics?
Corné and I go way back; we started selling Honey as young women under the same Mother Team Leader, and I’ve always admired her. She’s a highly respected Team Leader and mentor in the business, and moving from the field into the office gives her knowledge and understanding that’s rare.
She knows what consultants and leaders need because she’s lived it, and that makes her leadership both relatable and visionary. There’s a renewed focus on the value that Honey brings and empowering consultants and leaders with better tools and support, and that aligns perfectly with what I believe in: helping women grow sustainable businesses, not just selling a handbag here and there.
6. As a two-time Honey Queen Bee, what does that title mean to you personally and professionally?
It’s proof that hard work pays off, but it’s also a responsibility. Being a Queen Bee isn’t about wearing the crown; it’s about showing other women what’s possible. It reminds me daily that if I can do it, so can they, and it is all about the team coming together and working towards a common goal. I also believe that the culture you create in your business is a make-or-break. Never forget about the people.
Just because someone has not sold this month, doesn’t mean she is not interested anymore. She might have something going on in her life, but the quiet understanding and making everyone feel seen is what makes a team successful.
7. What role has mentorship played in your journey, and how do you support new team members starting?
Mentorship has been everything. I wouldn’t be here without the women who believed in me before I believed in myself. Now, I pay it forward by walking alongside my new team members, teaching them step by step how to earn from day one, and building their confidence as much as their sales.
8. Why do you believe Honey is such a powerful opportunity for South Africans, especially now?
Right now, so many families need extra income just to keep afloat. Honey is powerful because it has exceptional quality accessories at an affordable price. To start with, the business is flexible to run, and the products sell themselves. Plus, women can earn from home, which makes it perfect for moms who need that freedom to be able to work from home, all while they still get to spend time with their children and family.
A big plus is not battling traffic every day! LOL. On a serious note, this year, Honey has been in business for 30 years, which makes us a household brand. It is the opportunity to have financial and time freedom that so many people are craving.
9. How do Honey’s products, from handbags to scarves, help consultants turn style into sustainable income?
Fashion is universal; every woman loves feeling stylish. Honey makes high-end costume jewellery and accessories accessible at a price people can afford, which makes selling easy. Consultants get to help women feel fabulous while earning real money, it’s confidence and cash in one go! A total WIN-WIN!
10. What advice would you give to someone considering joining Honey for the first time?
Start now, not “one day.” You don’t need to know everything before you begin; you’ll learn as you go, and you’ll have leaders like me to guide you. The sooner you start, the sooner you start earning. All you need is passion for fashion, a love for working with people, and a mindset of connection. With these three things and a dash of enthusiasm, you are set to go!
11. In what ways has the Honey community influenced your growth and success?
The Honey community is like a sisterhood, supportive, encouraging, and full of women who lift each other. It’s pushed me to grow personally as much as professionally, and honestly, it’s given me friendships I wouldn’t trade for anything.
12. What are you most excited about as you begin this new chapter with Honey?
I’m excited to build a powerhouse team of women who are not just selling, but creating real income and freedom for themselves. This isn’t just my comeback; it’s the start of something much bigger for every woman who says yes to the opportunity. We are geared to change lives one pair of earrings at a time!
To reach out, please email Sonja at hello@teamfivaz.co.za.
