From Cleaning Her Parents’ Sneakers to Building a Brand: Meet the Founder of NM Sneaker Care

Ngwana Pitori
Jul 11
4 min read

We’ve all done it.

You buy a fresh pair of white sneakers, promise yourself you’ll “look after them this time,” then suddenly they look like they’ve survived a 30km hiking expedition through the Magaliesberg.

Thankfully, that’s where NM Sneaker Care comes in.

Based in Pretoria East, NM Sneaker Care helps sneaker lovers bring their favourite pairs back to life through professional cleaning that removes dirt while protecting the quality of different materials. Whether it’s your everyday sneakers or your prized designer pair, the goal is simple: keep them looking clean, fresh and ready for their next adventure.

But behind every clean sneaker is an even better story.

Meet the Founder: Nokukhanya Memela

Nokukhanya Memela is a young entrepreneur with a clear vision: build businesses that create real value while leaving a lasting legacy.

For her, entrepreneurship has never been about chasing trends.

It’s about creating opportunities.

She believes financial freedom comes from building something meaningful rather than waiting for opportunities to appear. That mindset became the foundation of NM Sneaker Care, a business built with professionalism, discipline and a commitment to excellence.

While many people dream about starting a business “one day,” Nokukhanya decided to start with what she already had. And that made all the difference.

Every successful business has an origin story.

Some begin in a garage.

Some begin in a coffee shop.

NM Sneaker Care began with her parents’ sneakers.

Twice a month, Nokukhanya would clean their shoes simply because she enjoyed doing it. As her confidence grew and the results kept speaking for themselves, she noticed something many people overlooked.

There was a genuine need for professional sneaker cleaning. Instead of seeing dirty sneakers, she saw an opportunity.

That simple routine eventually became the business she proudly runs today.

Starting Wasn’t Always Easy

Like many entrepreneurs, Nokukhanya quickly discovered that passion alone doesn’t pay the bills.

Finding startup capital was one challenge.

Getting people to trust a relatively new service was another.

She admits that her early marketing lacked strong calls to action, making it difficult to convert interest into paying customers.

Rather than giving up, she learned.

She studied her audience, improved her marketing strategy and became more intentional about how she communicated the value of her service.

Today, those lessons continue to shape the growth of NM Sneaker Care.

Sneakers Deserve Better Care to last longer.

According to Nokukhanya, sneakers are made from different materials, each requiring specific cleaning techniques and products. Incorrect cleaning can cause discoloration, weaken adhesives and even damage delicate fabrics.

Professional sneaker care isn’t just about making shoes look nice.

It’s about preserving their quality and extending their lifespan.

In other words… your sneakers deserve a spa day too.

Designer Sneakers? Those Need Extra Love.

When asked about the most challenging sneakers she’s worked on, Nokukhanya didn’t hesitate.

Designer sneakers.

“They need extreme care,” she explains.

Using the wrong products or techniques can easily damage the colour or material, which is why patience and precision are essential.

It’s the kind of pressure that reminds you some sneakers cost more than some people’s first cars.

No pressure.

Her Advice for Sneaker Lovers:

If you want your favourite pair to stay looking fresh for years, Nokukhanya recommends:

Clean them regularly before dirt becomes deeply embedded.
Avoid putting them in the washing machine.
Store them in a cool, dry place away from direct sunlight.
Use shoe trees or paper to help maintain their shape.
Rotate between different pairs instead of wearing the same sneakers every day.
Book a professional clean whenever they need extra care.

Lessons Beyond Sneakers

Running NM Sneaker Care has taught Nokukhanya much more than how to remove stubborn stains. It has taught her resilience.

Patience.

Adaptability.

She believes every business experiences seasons. Some are exciting periods of rapid growth, while others are quieter moments that allow entrepreneurs to improve systems, strengthen operations and prepare for what’s next. Instead of seeing slow periods as failure, she sees them as preparation.

That’s a mindset every entrepreneur can learn from.

A Vision Bigger Than Sneakers

Nokukhanya’s ambitions stretch far beyond Pretoria East.

Over the next five years, she hopes to grow NM Sneaker Care into a nationally recognised brand with multiple branches across South Africa, including Gauteng, KwaZulu-Natal, the Western Cape and Mpumalanga.

More importantly, she wants the business to create meaningful employment opportunities for young people while inspiring others to pursue entrepreneurship with confidence.

It’s a vision built on consistency, purpose and belief.