Our Story

I’m Bronwin Brayleigh Coetzee, the founder of HairNova, a South African luxury wig and hair extensions brand based in Johannesburg. I started it in 2022, but the story really begins much earlier.

How It Started

In early high school, I started braiding. First my own hair, then the hair of the people around me. I didn’t think of it as a career. I just loved the craft, and I loved what happened when someone looked in the mirror and liked what they saw. They stood differently. They smiled differently.

After school, I started a wig cleaning business. It was my first real look inside the world of wigs, and it taught me a lot about quality, construction, and what makes a piece last. It also showed me how many women were searching for something that looked natural, felt comfortable, and made them feel beautiful, and how few were finding it.

It took me a while to find the courage to take the next step. But eventually I did, and HairNova was born.

Why I Built HairNova

HairNova was inspired by women living with hair loss and hair conditions like alopecia, thinning, balding and trichotillomania. Hair is so tied to how we see ourselves, and when it changes, it can shake your confidence in ways people don’t always talk about.

I wanted to create something different: luxury pieces and an experience that helps women feel like themselves again, and see themselves as beautiful again. That’s still at the heart of everything we do.

Where We Are Now

What began as one woman and a big idea has grown into a small start-up with its own studio and a team I’m incredibly proud of. We’re still intentionally small, because I believe luxury lives in the details: the fit, the finish, and the care we put into every client.

Moments I’m Grateful For

I’ve been lucky to bring HairNova’s artistry to campaigns for Levi’s, Bos and Yoco, and in 2025 I was honoured to see Summer Walker wear a HairNova wig unit when she performed in South Africa at In The City.

Those moments mean a great deal to me. But the ones that matter most are the quiet ones: a client seeing her reflection and smiling like she’s meeting herself again.

My Promise to You

You will never be treated as someone that needs fixing. Whether you’re navigating hair loss or simply want to elevate your look, you’ll be met with compassion, expertise and a standard of luxury that makes you feel like the star you are.

Welcome to HairNova. We can’t wait to help you see yourself again.