Lornelle Jonas AGA(SA), leading by example and inspiring SMMEs to thrive
Moved by the tragic loss of her sister, Shereez Jonas in 2019, to reflect on the impact she was making in the lives of those around her, Lornelle Jonas AGA(SA) shifted her focus to leverage her audit expertise and quickly established E'lique Advisory – an accounting and advisory firm based in Johannesburg, South Africa.
“When I lost my little sister in a car accident at the age of 19, a major life change occurred. Despite her young age, my sister had made a significant impact in our community, inspiring me to consider how I could use my professional skills to make a difference in the business world,” says Lornelle.
“As a finance professional, I questioned what unique gifts I had and how I could leverage them to create meaningful change. This introspection led to the birth of E’lique Advisory. I envision our impact on the industry as being pioneers who are passionate about finance, technology, and the growth of businesses in South Africa.”
Recognition and motivation
With over 10 years of experience in internal auditing, external auditing, financial reporting, risk management, compliance, and governance in various industries serving in organisations such as PwC, Liberty Group Limited and FirstRand Bank Limited, Lornelle has racked up numerous awards in her inspirational career.
She was recently nominated amongst the Top 50 Women in Accounting in 2024 by Ignition – a recognition which celebrates exceptional women driving change and innovation in the accounting industry. Her other awards include receiving the honorary award for business advisory at the Forty Under 40 Africa Awards held in Kenya in March.
“This award is particularly special because it recognises entrepreneurs who are pioneers in their industry and have made a significant impact that extends beyond the categories they are nominated in. Only a select few receive this honour each year. Receiving this award was a profound validation that we are on the right path and that our hard work as a team is being recognised. It provided an opportunity to pause and reflect on how far I have come, not just as a professional but also as an entrepreneur,” says Lornelle.
On E’lique Advisory being named the Emerging Firm of the Year at the 2024 South Africa Xero Awards, Lornelle says the firm’s success lies in its ability to innovate and put its clients at the heart of everything.
“We constantly strive for excellence and are passionate about how technology enables our clients to create efficiencies, scale, and grow their businesses. As pioneers, we actively seek solutions to problems, ensuring we can effectively solve them for our clients. The incredible team at E’lique Advisory is the heartbeat of our organisation. They embody our firm’s values and are fundamental to our success.”
She highlights the firm’s growth, acquiring office space in Sandton, winning the Emerging Firm of the Year Award and global expansion as significant accomplishments over the last four years.
Lornelle says E’lique Advisory’s future goal is to continue with global growth and innovation, expand global presence, empower SMMEs and invest in the firm’s team.
Achieving distinction as a Xero Platinum Partner
Lornelle attributes this achievement to four key factors: building strong relationships, a dedicated team, a relentless pursuit of excellence, and a pioneering spirit. She is proud to be the first black female-owned Xero platinum partner firm in South Africa.
She is also a member of the Xero Practice Advisory Council (XPAC) and seeks to make a difference to Xero’s South African accounting and bookkeeping partners, small businesses and their communities.
“Xero has given me the opportunity to be in rooms and engage in conversations that have the potential to significantly impact SMMEs and the accounting industry. As an XPAC member, I have had the privilege of voicing concerns and discussing pain points related to using the Xero software. These discussions are crucial as they allow us to provide input that can enhance the user-friendliness of the software for end-users and improve practice management,” says Lornelle.
The power of AGA(SA) designation
Having decided to register as an AGA(SA) while pursuing her Postgraduate Diploma in Accounting (PGDA) and driven by her desire to belong to a professional body, Lornelle says the designation has provided her with an excellent platform to reflect on her technical knowledge and the value she brings to clients.
“This designation has allowed me to effectively guide clients in areas such as strategy, finance, audit, and the implementation of technology to automate parts of their business. It has been instrumental in showcasing our expertise and enhancing our firm's reputation and growth,” she says.
She further encourages aspiring members to pursue this designation, highlighting its benefits, including enhanced credibility, networking opportunities, and staying up-to-date with industry changes.
“The designation not only enhances your credibility but also connects you with a community of professionals who are committed to excellence in their field. For aspiring members, the AGA(SA) designation is a significant step toward a successful and impactful career in finance.”
Empowering SMMEs through teaching and technology
Passionate about teaching since her days as an Accounts 1 tutor at the University of Cape Town and about technology since her time at PwC during her articles, Lornelle has channelled the two passions into building her firm and impacting SMMEs and helping them grow. She says embracing technological innovation will be key to staying relevant and competitive in the evolving financial landscape.
“One of my key messages is that technology is an enabler for growth and sustainable success, not just for businesses but also for accountants. The advent of technologies like ChatGPT and AI has already transformed the industry. With advancements in accounting software, many manual processes can now be automated. Tools like JAX and reporting platforms such as Syft Analytics allow for the automation of insights and reporting, providing valuable data with minimal effort,” says Lornelle.
Financial inclusivity and masterclasses for SMMEs
In acknowledging the cruciality of SMMEs and the challenges they face, Lornelle hosts masterclasses that emphasise the importance of the role of an accountant as an advisor, running a sustainable business, financial systems, tax planning, retirement planning and risk management for entrepreneurs.
“SMMEs play a significant role in our economy, and many young people, despite having marketable skills, find themselves unemployed. It is essential not only to help them generate income but also to teach them how to manage their finances effectively to escape poverty and lay the groundwork for generational wealth,” says Lornelle.
“During my monthly management account meetings with clients, we delve deeply into their financial goals, celebrating milestones along the way. This hands-on approach helps clients feel more in control of their finances and fosters positive experiences in managing their money. Witnessing their growth and success is truly inspiring.”
Lornelle says balancing her leadership role as the Founder and Managing Director at E'lique Advisory is challenging yet rewarding as it involves prioritising time for these educational initiatives while ensuring the firm continues to deliver high-quality services to its clients.
Strategies for SMME sustainability
To ensure sustainability, Lornelle recommends that SMMEs should adopt the following strategies:
- Treat your business seriously
- Invest in financial systems
- Utilise professional skills
- Embrace technology
- Leverage your accountant
- Invest in marketing and branding
SAICA's Finance Leaders Conference
With SAICA's Finance Leaders Conference approaching, Lornelle is excited to exhibit at the event, showcasing her firm's innovative work and expanding her network. She looks forward to engaging with industry leaders, learning about the latest technological advancements, and building new relationships.
Advice to aspiring entrepreneurs and professionals
To aspiring entrepreneurs, especially women, Lornelle advises them to just start, find a supportive community, and embrace technology. She encourages them to be courageous, take the first step, and trust that the answers will come.
“Many entrepreneurs have brilliant ideas but often doubt their abilities or wait until they have all the answers before taking action. Entrepreneurship is fundamentally a journey of faith. You need to be your own biggest supporter and understand that you won't have all the answers at the outset,” says Lornelle.
Lornelle's journey is an inspiration to us all. Her commitment to innovation, excellence, and empowerment is a testament to the impact that women can make in the finance industry.
About SAICA
The South African Institute of Chartered Accountants (SAICA), South Africa’s pre-eminent accountancy body, is recognised as the world’s leading accounting institute and is home to the leading CA designation in the world The Institute provides a wide range of support services to more than 60 000 members and associates who are chartered accountants (CAs[SA]), as well as associate general accountants (AGAs[SA]) and accounting technicians (ATs[SA]), who hold positions as CEOs, MDs, board directors, business owners, chief financial officers, auditors and leaders in every sphere of commerce and industry, and who play a significant role in the nation’s highly dynamic business sector and economic development.
SAICA is a member of Chartered Accountants Worldwide (CAW), a global family that connects over 1,8 million fellow Chartered Accountants and students in more than 190 countries. Together, we support, develop, and promote the role of Chartered Accountants as trusted business leaders, difference makers, and advisers.
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