Resilience & Innovation: Interview With Absolutely Coffee Founder, Zama Gcwensa

Resilience & Innovation: Interview With Absolutely Coffee Founder, Zama Gcwensa. Some entrepreneurs are shaped by ambition. Others are shaped by survival. Zama Gcwensa belongs to the latter. Raised in KwaMaphumulo by her grandmother after losing her mother at a young age, Gcwensa’s earliest lessons were not about business plans or profit margins, but about perseverance. She watched resilience in motion every day as her grandmother worked tirelessly to keep the household afloat, planting in her a quiet promise that one day she would build a life big enough to return the favour. That promise would later fuel a journey marked by detours, difficult decisions, and an unshakable belief that tomorrow could always be better than today. Today, as the founder of Absolutely Coffee, Gcwensa blends hands-on café experience with deep production knowledge to build a brand rooted in quality, purpose, and possibility. In this conversation, she reflects on loss, grit, faith, and the long road from rural KwaMaphumulo classrooms to launching a coffee brand in the aftermath of a global pandemic — a story grounded in where she comes from and driven by where she believes she and others like her can go. Read all about it below!

Growing up in KwaMaphumulo and being raised by your grandmother shaped much of who you are today. How did her resilience and work ethic influence your entrepreneurial mindset?

At the age of seven, I was still too young to fully understand loss. I didn’t truly grasp that my mother had passed away until I grew older and began seeing pictures of her and start memorising every about her. Watching my grandmother step into that role changed me. She worked incredibly hard to make sure we ate every day.

Some days were tougher than others, and sometimes it felt like she barely made it through—but she never stopped trying. I promised myself that one day I would give my grandmother a break, because I saw her sacrifices firsthand. That experience taught me resilience: if I didn’t make it today, tomorrow would give me another chance—and tomorrow could be better than yesterday.

Losing your mother at a young age and facing early financial hardship presented immense challenges. How did these experiences shape your determination to succeed?

At the age of seven, I was still too young to fully understand loss. I didn’t truly grasp that my mother had passed away until I grew older and began seeing pictures of her. Watching my grandmother step into that role changed me. She worked incredibly hard to make sure we ate every day.

Some days were tougher than others, and sometimes it felt like she barely made it through—but she never stopped trying. I promised myself that one day I would give my grandmother a break, because I saw her sacrifices firsthand. That experience taught me resilience: if I didn’t make it today, tomorrow would give me another chance—and tomorrow could be better than yesterday.

After being forced to discontinue your university studies due to financial constraints, what motivated you to keep pushing forward during that uncertain period?

I knew we wouldn’t pull through anytime soon. I understood my reality, and it wasn’t easy. But I also knew that staying still would keep me stuck. So I told myself things had to change—and that meant making a plan instead of waiting for change to come to me.

Your journey took you from working as a packer and cashier at Checkers to managing coffee outlets. What key lessons did you learn during this transition?

I learned that nothing changes until you start. You have to take the first step to reach where God wants you to be.

When did you realise that coffee was more than just a job for you, but a long-term career and business opportunity?

My passion for coffee grew while working as a barista. Through exhibitions and research, I began to see a gap in the industry. There were women-owned coffee shops in South Africa, but no black woman-owned coffee roasteries. In that moment, I knew I had to learn the manufacturing side of coffee and be part of changing that story.

Managing multiple coffee shops and later overseeing manufacturing planning at a roastery gave you end-to-end industry exposure. How did this experience prepare you to launch Absolutely Coffee?

I developed my passion for coffee while working in a coffee shop, but it was working in a roastery—blending, grading, cupping, and costing each product—that deepened my love for coffee production. Through this experience, I realized that I could do this work every day without feeling it as a hardship. The combination of hands-on café experience and coffee production knowledge enabled me to create a premium coffee.

You founded Absolutely Coffee shortly after the COVID-19 pandemic. What challenges did you face starting a business in such a difficult economic climate?

Covid-19 shut down most businesses, and it was a painful time for me. Coffee shops were not just my source of income—they were everything to me. Faced with uncertainty, I had to choose between going home or taking a leap of faith. I chose to try. That decision led to the birth of Absolutely Coffee, which I launched on social media.

As a GIBS Business School graduate, how has formal business education strengthened your approach to strategy, operations, and growth?

Learning from my business coach, lecturers, and classmates transformed how I see my business. I gained valuable knowledge in finance, compliance, professionalism, marketing, and management. Looking back, I now understand where I was falling short—and that clarity has equipped me to make better, more informed decisions moving forward. To add where I started with my education. I started at Dludla Primary
school to Ukukhanya kwezwe secondary school, they are both in
KwaMaphumulo.

South Africa’s coffee market is highly competitive. What differentiates Absolutely Coffee from other brands in the space?

Because of our commitment to quality, authenticity, and passion. We combine hands-on café experience with deep knowledge of coffee production—from sourcing, grading and roasting to blending and cupping. Every product is carefully crafted to deliver a premium we bring a unique perspective and story behind our brand.

Looking ahead, what is your long-term vision for Absolutely Coffee, and what advice would you give to young entrepreneurs from rural communities who aspire to build their own businesses?

In the long term, I see Absolutely Coffee having its own coffee shop—a place where people can come, taste our different coffee blends, and purchase them directly from our store. Beyond that, we plan to retail our products through retail outlets, allowing customers to buy our coffee alongside their regular grocery shopping.

Our vision also includes expanding into innovative coffee farming in South Africa, ensuring a sustainable local supply. With climate challenges and coffee fluctuations affecting other countries, we want to provide a solution and strengthen the South African coffee industry. To young entrepreneurs, especially those in rural areas: start where you are, with what you have now. Don’t give up—whatever you dream is possible. You have the power to change your life.