Pageants association calls for support to rebuild pageantry brand

MBABANE — The newly unveiled Eswatini Pageants Association has called upon the nation to support its efforts to restore and develop the pageantry industry in Eswatini.

In a statement, the association said it has stepped forward as custodians of a new chapter for pageantry in the country, with a commitment to do better through accountability and transparency.

The association acknowledged the current reputation of the industry, saying it is not ignoring the past but has volunteered to rebuild and improve the brand for the benefit of all.

“This is not a personal project,” the Marketing and Communications Director said. “It is a national institution that belongs to the people of Eswatini. Its success should therefore be a national achievement.”

According to the association, the aim is to move away from the perception that pageantry is owned and run by a few individuals, and instead build a sense of national ownership, national pride and national interest.

The association said its vision is to create a credible, inclusive and transparent platform that serves young women, promotes Eswatini culture and raises the country’s profile.

“The crown may belong to one woman, but the pride belongs to the entire nation. Let us rebuild it together,” the association said.

The association has invited the public, private sector, media and all stakeholders to work with the association as it works to restore confidence and develop a sustainable pageantry brand for Eswatini.

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