Breaking Barriers:The Practical and Emotional Strength of South African Women in DIY & Homeownership

How retailers like Leroy Merlin are supporting this revolution

The Shifting Landscape of Homeownership

For too long, DIY and home improvement have been seen as the territory of contractors and seasoned tradesmen—a space where women were rarely seen and hardly ever considered.Yet South Africa’s reality tells a different story: with 42.4% of households now women-led (Statistics South Africa, 2024) and 45.5% of children raised by single mothers, women are increasingly taking charge of home maintenance amid a 23-35% gender pay gap (World Economic Forum).

Online communities like Renovating Moms, have become valuable spaces for women to share projects and exchange advice, while instructional content across platforms provides accessible skill-building resources. Remarkable women like Misha Levin and Lungile Nkosi, are inspiring women by confidently picking up tools, tackling renovations, and embracing the empowering experience of shaping their homes by hand.

Fueling this shift is a new kind of home improvement experience offered by retailers like Leroy Merlin, whose inclusive approach is challenging outdated norms and making the DIY space more accessible than ever.

A Retail Revolution: Redefining the Home Improvement Store

“I think South African hardware stores have typically felt very masculine and been positioned at the experts and contractors,” says Misha, a wife, mom, and DIY and Lifestyle content creator. “For example Leroy Merlin has turned this on its head and allows everyone to believe their DIY dreams can become a reality.” It starts with the in-store experience. Unlike traditional hardware chains with dark aisles and technical layouts, their open, light-filled spaces and showrooms are designed to inspire. “There’s a carefully curated, feminine touch about them,” Misha says. “There’s a Mugg & Bean coffee shop, even “car” trolleys for kids—which mine absolutely adore. I often turn my Leroy visit into a family affair.”

Interior designer Lungile Nkosi, founder of The Pillow Fluffer Interiors, articulates this fundamental feeling of being valued: “I feel seen as a woman and respected as a professional by their knowledgeable staff.”

Time-saving services, like the staff-assisted drive-thru building yard, eliminate the heavy lifting that can deter many beginners. Customers can have their vehicle loaded and pay at the boom gate, saving both time and physical strain. This accessible ethos extends to their workshops, which have become a gateway for beginners to get hands-on experience with tools. “It’s the physical manifestation of Leroy Merlin’s inclusive brand approach,” Misha explains.

And while some assume big-box stores come with big price tags, Leroy Merlin has surprised customers with its affordability. It offers exclusive in-house brands like Dexter for power tools, Luxens for paint, and Inspire for décor, delivering quality and style at budget-friendly prices. For example, at the time of this article, their standard clay bricks undercut competitors, cement is price-matched, and the exclusive Luxens paint range runs 10% below market rates—all backed by an in-store price-match guarantee.

From Instinct to Industry

While many speak of a shift in women taking ownership of their living spaces, Lungile believes women have always led the way—it’s just that now, they’re doing it louder, bolder, and as entrepreneurs. What was once instinctive is now becoming an industry. From transforming homes to launching brands, women are no longer just decorating—they’re redefining the business of design.

For Lungile, true beauty in a home starts with authenticity by honouring one's culture, lifestyle, and values. “A home becomes beautiful when it tells your story,” she says. “That starts by embracing who you are.”

Practical Advice for the Beginner DIYer and The Emotional Architecture of a Home

Passionate about teaching and encouraging beginners, Misha Levin offers a grounded approach to getting started: “A drill, a mouse-sander, and a jigsaw,” she says, listing her go-to starter tools. “I use Ryobi because the battery system is universal and I love that they’re cordless. I was absolutely terrified the first time I used a saw—now I don’t even think about it.”

Her journey, like many women stepping into the DIY space, wasn’t picture-perfect. But Misha is proof that confidence grows with curiosity and practice. “Everything is intimidating at first; I learnt to use tools by pouring over YouTube tutorials, attending Leroy Merlin workshops, and then just mucking around in my garage. I still have a heap to learn, but each project brings a little more confidence.

For Lungile Nkosi, creating a home is both a practical process and an emotional journey. “Start with a realistic budget and an honest timeline that won’t strain your lifestyle,” she encourages. “Your home should support your life—not complicate it.” Her advice is rooted in the belief that peace, not perfection, should be the goal.

Lungile Nkosi believes that one of women’s greatest strengths is their emotional depth—a trait often misunderstood or underestimated. “I truly believe that women have the ability to bring healing into homes,” she explains. “And through healing comes freedom, and through freedom comes creativity—and that creativity is needed not just in our homes, but in the world.”

And in a world where women are constantly balancing time, energy, and emotional labour, having one place to get everything—from raw materials, to tools and décor—makes a real difference. Stores like Leroy Merlin, where everything is under one roof, help streamline the process and save time, allowing women to focus on what truly matters—and a coffee break in between. “I believe every woman deserves that ‘I built this’ moment,” says Misha. “It’s one of the most rewarding experiences in the world.”

Those inspired by these stories can find more women-led DIY content from Misha Levin (@_mishalevin) and Lungile Nkosi (@thepillowfluffer) on Instagram. As a full home improvement solution retailer, Leroy Merlin offers everything you need online at www.leroymerlin.co.za, via its iOS and Android app, or in-store across Gauteng (Fourways, Little Falls, Boksburg, Greenstone, and Centurion). With nationwide delivery, upgrading your home has never been easier.

Source: Briefly News