New spaces and old stories: the Luminance woman, black womanhood and the illusion of the “new” South Africa

This study examines ideas of black womanhood in post-apartheid South Africa. The opening of the Luminance boutique in 2013, previously owned by South African businesswoman and media mogul Khanyi Dhlomo in Johannesburg’s ultra-exclusive Hyde Park Corner, has been articulated as representing a rupture in the public and private performance of black womanhood. Luminance has positioned itself as a provider of world-class style and beauty and has embraced a narrative of black women’s empowerment in the process. The study is based on narrative semistructured interviews conducted Johannesburg with black women who have shopped at the boutique and women who believe themselves as having a meaningful connection to the store. The literature on black women, both internationally and in South Africa, acknowledges that black women experience multiple and intersecting oppressions of race, class and gender, among others. Located within black feminist theory, the study argues that the Luminance woman does represent some rupture in the historic understanding of black womanhood in South Africa. This woman is an elite player in both the corporate world and the world of luxury consumption, and is certainly entering spaces to which black women have historically been denied access. However, this study argues that there is a danger in reducing this woman to an oversimplified character, allowing responses to her to ignore the complexities of her reality in favour of the simplicity of her story, and ignore the structural socioeconomic challenges that continue to shape the lives of all black women in postapartheid South Africa. In this regard, the Luminance woman, while on the surface appearing to be an empowering new iteration of womanhood that should inspire other black woman, contributes to the erasure of her particular marginal experiences, and the oppression of black women in general. The story of the Luminance women contributes to a narrative of individual hard work and determination that frames her as a respectable example of what the “new” South Africa has delivered for its citizens. This woman is a model example of a South African who has succeeded because she took advantage of the opportunities supposedly afforded to all in the post-1994 era. It is therefore argued that praise of the Luminance woman serves a dual purpose: to reinforce the myth of equal opportunity in South Africa, and to lessen the legitimacy of marginalised groups’ experiences of oppression, especially black women who continue to constitute the poor majority