Lee-Anne Kassel
Building a Global Legacy Rooted in Resilience and Innovation
In the world of entrepreneurship, a rare few carve legacies defined not only by innovation but by the strength of their character and the clarity of their vision. Ms. Lee-Anne Kassel, Founder and CEO of Kasselot Evanesse (Pty) Ltd, exemplifies this distinction. Her journey, from modest beginnings to international recognition, is a masterclass in resilience, strategic foresight, and brand leadership in the maternal care industry.
A Legacy of Ambition and Early Inspiration
Lee-Anne’s entrepreneurial journey finds its roots in a childhood shaped by creativity and responsibility. With a father who inspired her to reach for the stars, she learned early the importance of striving for excellence and standing firm in one’s values. Artistic and mathematically gifted, she cultivated an entrepreneurial mindset that would later define her path.
Her early work as a waitress and cashier provided more than just income—it shaped her customer-first philosophy. “Customers are your kings and queens,” she reflects, a principle that remains at the heart of her business to this day.
The Rise of Kasselot Evanesse
In 2000, Lee-Anne launched Kasselot Evanesse, marking her entry into the world of business with a vision to empower mothers through quality and comfort. Winning the Fair Lady Start-Up Business Award in the same year was the first of many recognitions. Her company, which began with a revolutionary approach to nursing wear, quickly became synonymous with comfort, innovation, and sustainability.
Evanesse is not just a brand—it’s a movement. With patented products designed for comfort and reusability, the brand has grown to represent modern motherhood across borders. “Our goal is to make Evanesse a household name for mums, keeping them dry and comfy,” she shares.
Overcoming Adversity with Tenacity
Like many entrepreneurs, Lee-Anne has faced her share of challenges. One of the most significant came in the form of former business partners who produced counterfeit versions of her products. Rather than back down, she responded with legal precision, securing trademarks and patents and reinforcing her brand’s identity.
Her mantra is clear: “Your mindset must always be, ‘I win.'” This strength of resolve not only preserved her brand but strengthened it—proving that authenticity and strategy can prevail even in the most turbulent times.
International Acclaim and Recognition
Lee-Anne’s work has received prestigious recognition. From winning the Fair Lady Businesswoman of the Year to being named a finalist in the Cartier Women’s Initiative Awards, and more recently, a recipient of a Bronze Stevie Award and the Emerging Company of the Year by the Asian-African Chamber of Commerce, her influence spans continents.
These accolades speak not just to the quality of Evanesse’s offerings, but to Lee-Anne’s commitment to excellence and global relevance. With her eyes set on expanding in the United States, Evanesse is on a path to become a worldwide name.
Innovation, Family, and Purpose
At the heart of Evanesse is a blend of family values and forward-thinking design. Supported by her family and driven by passion, Lee-Anne sees no distinction between her identity and her business: “I am Evanesse.”
She leads with empathy and creativity, always placing the needs of mothers first. Her patented launderable nursing pads and bras reduce waste and save costs for families—a perfect synergy of economic and environmental sense.
Sustainability Meets Style
Lee-Anne’s commitment to sustainability is more than a trend—it’s a principle. Evanesse’s product line, including eco-conscious nursing wear and plans to expand into sportswear, reflects her belief in long-term impact over short-term profit.
The company partners with local organisations and champions ethical manufacturing, reinforcing Lee-Anne’s belief that business should be a force for good. “We’re not just designing products. We’re designing solutions for modern women.”
Inspiration and Wisdom
Inspired by icons like J.K. Rowling and the Kardashians for their reinvention and resilience, Lee-Anne believes in the transformative power of hard work and belief. Her late father’s advice—”Fly like a butterfly and sting like a bee”—remains her guiding philosophy.
To future entrepreneurs, she offers this counsel: “Due diligence is critical. Don’t rush decisions. Partner wisely, advertise smartly, and never underestimate the value of perseverance.”
A Legacy Beyond Business
Lee-Anne envisions Evanesse not just as a brand, but as a legacy that empowers mothers and inspires entrepreneurs. Her aim is to leave behind more than just successful products—she wants to spark a cultural shift where comfort, confidence, and care define every woman’s experience of motherhood.
Her legacy? “To make mums feel like comfortable queens. To help women thrive, not just survive.”
As Evanesse continues its global ascent, guided by sustainability, purpose, and innovation, Lee-Anne Kassel remains a powerful force shaping the future of ethical entrepreneurship. Through her work, she shows that legacy is not built in a day—it’s woven through every product, every customer interaction, and every bold decision made with heart.