MBABANE- The Eswatini Lifestyle Awards (ELA) is proving that an awards ceremony can be about much more than trophies, red carpets and glamorous celebrations.
Founded by Jumbo Khumalo, ELA has become a platform that brings together people from Eswatini’s lifestyle, business, corporate and entertainment sectors while creating opportunities for connections, visibility and growth.
But behind the glitz of the annual event are stories that show just how much can happen when people from different walks of life find themselves in the same room.
As ELA 2026 prepares to take place on December 5 at Happy Valley Hotel The upcoming edition will mark the third time the venue has hosted ELA, making it the venue that has hosted the awards the most times. The platform is highlighting some of the lesser-known stories and opportunities that have become part of its journey.
Did you know that ELA has played a role in bringing couples together?
One attendee shared a testimony about meeting her boyfriend at ELA 2022, during the COVID-19 pandemic. Their relationship continued beyond the event, and in 2025, the couple got married. Adding another ELA connection to their love story, they hired the ELA Director to serve as the master of ceremonies at their wedding.
Another unforgettable moment happened at ELA 2023, when a man surprised his girlfriend with a marriage proposal on the red carpet. The couple later got married in 2024.
These stories illustrate one of ELA’s key features, connection.
A conversation at the event could lead to a friendship, business partnership, new client, job opportunity or even a lifelong relationship.
For small business owners, the platform can also provide valuable exposure. An attendee wearing an outfit made by a local tailor could attract the attention of another guest, who then asks for the tailor’s contact details. That simple interaction could result in a new customer.
The same opportunity extends to nail technicians, hairstylists, makeup artists, jewellery vendors, shoe sellers and local taxi operators.
Winning an ELA award can similarly place a business or individual in front of audiences who may otherwise never have discovered their work. For entrepreneurs, recognition can become a doorway to new customers, partnerships and collaborations.
Did you know ELA is also more than one event?
The experience consists of four parts: a free business masterclass, karaoke, the awards ceremony and an afterparty, combining learning, networking, entertainment and celebration.
The entertainment programme has also produced its own record. Mdura has been part of the ELA programme four times, making him the leading act in ELA history, according to the organisers.
Ultimately, ELA’s impact can be seen beyond the moment a winner walks onto the stage.
It is in the business owner who finds a customer, the creative who gains exposure, the professional who makes a valuable contact, and the attendee who walks away with a relationship that changes their life.
The trophy may be the most visible part of ELA, but the opportunities created behind the scenes could be the real story.
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