Once recognized as a young entrepreneur on the Top 16 Youth-Owned Brands Awards (YOBA) stage, Sheldon Tatchell, founder of Legends Barber, now reflects on a journey that has taken him from award-winner to sponsor and industry leader.
Tatchell’s reflections come as YOBA officially opens nominations for its 5th edition, celebrating five years of recognizing and amplifying Africa’s most innovative, resilient, and high-impact youth-owned brands.
Speaking to the Saturday Star, he says receiving YOBA recognition early in his career was transformative.
“At this stage of my career, it meant responsibility more than celebration. It confirmed that impact matters. We’re not just building stores; we’re building people, careers, and communities. That recognition reminded me that the mission is bigger than me.”
Legends Barber has since grown from a local grooming brand into one of South Africa’s most celebrated names, with a footprint spanning the continent. Tatchell credits YOBA for helping him understand the power of visibility and the importance of giving back.
“Professionally, it pushed us into scale mode. We strengthened governance, refined our franchise model, expanded training initiatives, and prepared for regional growth. The vision became clearer: build a sustainable African brand that outlives the founder,” he explains.
Returning to YOBA as a sponsor was a meaningful full-circle moment for Tatchell.
“I know what it feels like to be the young entrepreneur needing validation and visibility. The amazing platform Pat has built reminds us that when you’ve been lifted, your responsibility is to lift others. Supporting young founders aligns with what Legends stands for.”
Looking ahead, Legends Barber is expanding into Zimbabwe, but Tatchell emphasizes that growth isn’t just about opening new shops.
“We’re exporting a model of empowerment. We don’t chase hype; we build infrastructure. Purpose over profit. We are called to lead young people into their God-given future. Ownership is powerful, but stewardship is greater. Build something that creates opportunities for others, not just income for yourself.”
Tatchell’s story exemplifies the mission of YOBA: to celebrate youth-owned brands, inspire the next generation, and show that recognition can transform potential into lasting impact.
“Five years ago, we set out to build more than an awards ceremony. We set out to build a platform that makes youth excellence visible and commercially viable,” says Pat Mahlangu, founder of YOBA and Lerato Agency.
“The return of the YOBA Festival represents the maturation of the platform, where recognition meets conversation, and conversation meets opportunity.”
In 2026, YOBA expands beyond the awards ceremony with the return of the two-day Top 16 YOBA Festival, taking place on 19 and 20 June, culminating in the prestigious awards ceremony on the evening of 20 June.
It is revealed that a major milestone for the year will be the first-ever announcement of findings from the Youth Entrepreneurship Study, a research initiative designed to uncover the realities, challenges, growth barriers, and opportunities facing youth-owned brands in South Africa.
The results will be unveiled during the Festival, positioning YOBA not only as a celebration platform but also as a credible source of insights for corporates, policymakers, and ecosystem stakeholders.
The study reinforces YOBA’s commitment to moving from visibility to structured support, ensuring youth entrepreneurship is backed by real data and actionable solutions.
This year’s awards will include both industry-specific and Pan-African categories, reflecting the growing influence of youth-owned brands across the continent.
anita.nkonki@inl.co.za
Saturday Star