Joudalle Govender
Joudalle Govender is the chief executive officer of Argento Trading
Joudalle Govender, chief executive officer of Argento Trading 177cc, traces her journey back to a leap of faith and a desire to help people. “I started this journey after feeling unfulfilled in my corporate career,” Joudalle recalls. She was raised in the northern region of KwaZulu- Natal before moving to Johannesburg, where she worked for a major corporate company. In 2014, she decided to return to her hometown, recognising that her corporate role no longer aligned with her purpose. Her husband, nearing retirement, owned a company called Argento and had an empty building. “I persuaded him to let me take over Argento, and he kindly obliged,” Joudalle explains. This was the start of Argento Trading in 2016, launching with a team of three.
The company’s growth trajectory was rapid and impactful. “By 2018, we were selected for Hesto Harnesses’ Supplier Development (SD) programme,” says Joudalle. By 2020, Argento was recognised as a preferred supplier, expanding to 12 employees and gaining opportunities with high-profile clients. A year later, Argento received support from the Industrial Development Corporation (IDC), allowing the company to grow to 65 employees and extend its facilities. “Today, we have a team of 112, and we’re building a new space to accommodate an additional 100 employees,” she notes. A strategic partner to Mr Price Sport and preferred partner to Hesto Harnesses, Argento also recently won a contract for Isuzu South Africa, another significant milestone.
For Joudalle, her purpose in business goes beyond profit. “It’s about sustainability – sustaining what I’ve created,” she shares. Although she acknowledges that she is still discovering her purpose, Joudalle feels that she’s drawing closer to identifying it by nurturing relationships and investing in personal growth. “I don’t see myself as a boss,” she explains. “I want to be a leader who helps people grow.” This sense of purpose is evident in her commitment to creating a positive workplace culture and ensuring that Argento is a space where people can thrive. Joudalle added, “I believe that every day is an opportunity to make a positive im- pact in a world that can sometimes feel daunting.”
Joudalle takes pride in the culture of collaboration she has cultivated. She values the ability to bring 100 women into a room and foster unity and teamwork. “We’ve come a long way, considering we weren’t initially in retail,” she reflects. The fact that Argento is now trusted to produce apparel for prestigious events like the Comrades Marathon and the Olympics is a testament to the company’s progress. “Every day brings small accomplishments, whether it’s turning around an order or simply seeing our team get better at what we do,” she adds.
Joudalle finds the best advice she’s received was: “Be yourself.” She explains that early on, she struggled to adapt to her rising profile and frequent networking engagements. “I was more comfortable on the factory floor than in a conference room,” she admits. However, a mentor advised her to embrace her authenticity, which grounded her in the belief that being true to oneself is a key component of leadership. “I might get caught up in the noise around me, but I always come back to being myself,” she says.
VALUABLE LESSONS
According to Joudalle, rapid growth has been her most significant challenge. While Argento’s affiliation with automotive giant Hesto Harnesses instilled valuable lessons in discipline and proactive planning, the company’s expansion introduced new obstacles. “Capacity became an issue as our production needs tripled in the last nine months,” she notes. To address this, Argento introduced a double shift and optimised resources through a 24-hour operation. “We’re now moving into a new phase with an additional 1,000 square metres to meet growing demand,” she explains. Training was also essential; in 2022, Argento launched a programme for local talent, ultimately hiring 12 skilled operators who now contribute to the main production lines.
Joudalle emphasises the importance of direct engagement to keep her team motivated. “I’m on the factory floor all the time, sharing both the good and the bad with my team,” she explains. “Everyone on the floor has a say; we stop production when necessary to discuss issues openly.” She also makes a point to get to know each team member personally. “Someone once told me I’d never remember all their names, but I know each of the 112 employees by name, and I make it my duty to be genuinely engaged,” she shares. Joudalle’s hands-on approach fosters a sense of unity and trust, turning Argento’s factory into more than just a workplace – it is a community.
Joudalle admits she doesn’t look to traditional idols or public figures for inspiration. “I’ve never been one for celebrity culture or brands; I prefer to look inward,” she reflects. Instead, she finds inspiration in her own journey and in the dedication of her team. “Seeing my team members arrive at work, sometimes travelling two hours on difficult roads just to be there, motivates me every day.” Their determination fuels her resolve to improve Argento continuously and foster a supportive environment. “I couldn’t call myself a good leader if I wasn’t inspired by the people I work with daily.”
SUSTAINABLE GROWTH
For Joudalle, the future of Argento is not about aggressive expansion but rather sustainable growth. “Bigger isn’t always better,” she asserts. She envisions a factory of about 250 employees, managed sustainably and committed to the development of each team member. “Sustaining relationships with our current clients over the next five years is crucial, and we want to improve in all areas, from processes to skill development.” She believes the manufacturing industry offers ample opportunities and hopes Argento will continue to thrive without compromising its principles.
“Be good, do good, and you’ll get good,” Joudalle says simply. This motto reflects her commitment to integrity, positive impact, and a balanced approach to business. Joudalle remains focused on creating a workplace that is productive and a source of empowerment for the people who make Argento what it is.