About
The Confidence Co

Founded by the dynamic Aletté-Johanni Winckler, The Confidence Co. aims to raise tomorrow’s leaders and resilient individuals, empowering youth with confidence and purpose. Our approach is twofold: first, we cultivate a franchise family committed to impactful growth, and second, we create a community of entrepreneurs who not only invest in a franchise but also the personal development of young people in their communities.

The Confidence Co. uncovers the potential in everyone involved, from franchisees to participants, through our four transformative programs designed for girls ages 7-17: Girl-School, Girl Smart, Girl Smarter, and Girl Savvy. Each course is tailored to different age groups and fosters a sense of self-worth, purpose, and resilience. By the end of each course, every participant walks out empowered—confident, purposeful, and ready to tackle the world. We’re also thrilled to expand to boys with our upcoming “Dapper” program, tailored to help young men cultivate leadership skills and self-confidence in an environment where they feel valued and equipped.

In a world where social media, bullying, and personal challenges can overshadow young people’s sense of self, The Confidence Co. aims to affirm their worth and nurture their potential to become the leaders they were meant to be.

The Confidence Foundation

Alongside The Confidence Co., we proudly introduced The Confidence Foundation (TCF), a nonprofit dedicated to empowering underprivileged girls across communities. The Confidence Foundation is a beacon committed to reshaping futures in a landscape where hope and opportunities may seem limited. Through our essential programs, we offer young girls practical life skills and instil the confidence to overcome adversity, resist gender-based violence, and stand up against bullying.

Partnering with Girl-School, TCF uses its resources and funding to create meaningful change in communities and schools that need it most. By combining tailored mentorship and life-changing programs, we enable young women to dream big and possess the resilience, strength, and leadership required to transform their communities.

Welcome to The Confidence Co.—where potential meets purpose and leaders of tomorrow are born.

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About the CEO

Aletté-Johanni Winckler is a well-known name in the world of style, fashion, and personal development. With a career of over 15 years, Aletté has been a prominent figure on television, social media, magazines, and best-selling books. As an international author, motivational speaker, songwriter, television presenter, and Image Consultant, she’s a trend-setting entrepreneur whose influence extends globally. Aletté is also the CEO of the SA Image Academy International, a devoted wife to worship artist and pastor Heinz Winckler and the proud mom of four.

A Journalism graduate, Aletté’s journey in fashion officially began in 2009 with her training at the South African Image Company, where she honed her expertise in Style and Colour Analysis, Fashion Styling, and more. Over the years, her journey led her to acquire SA Image Academy International, where she now oversees nine diverse courses with over 1,100 students across 22 countries.

Her life’s mission is to see every person become the unique individual they were meant to be. With a focus on inner healing, confidence, and leadership, The Confidence Co. was born—a natural extension of her passion to start building character and self-worth in children early on so they can grow up with fewer obstacles to personal growth.

“I’ll never stop investing in others,” Aletté says. “Seeing people’s lives transformed as they align their inner and outer beauty to become whole, powerful individuals is the most rewarding part of this journey.”

Grades 1 to 3 (Ages 7 to 9)

A fun activity based foundational course that sets the tone for a self-aware, proud, confident, charming lady that dares to be different and not to be defined by any social pressures or woke agendas.

Grades 4 to 6 (Ages 9 to 12)

Get Smart about being a Lady, posture, making good first impressions, self-care, hygiene, skin care, groomed hands, table etiquette, how to be yourself, stand up for yourself and how your body is a gift from God!

Grades 6 to 8 (Ages 12 to 14)

Get even Smarter with this transitional course (primary to high school) that teaches about social etiquette, body & self image, healthy friendships, inner beauty, listening skills, cyber safety, fitness, healthy eating, developing leadership skills and parent/teen relationships.

Grades 8 to 12 (Ages 13 to 17)

Acquire all the Savvy you need on the skin-care, make-up, style, body image, fashion, communication skills, time & stress management, boys, money, assertiveness and forgiveness.