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Farah Goolam

Investment Marketing,
Invest Durban

Farah Goolam

Farah Goolam, a professional in investment promotion, plays a pivotal role at Invest Durban, the business arm of the eThekwini Municipality. Her work focuses on attracting sustainable investments that can benefit all of Durban’s residents. “My business is business,” she says with conviction. “I give Durban a business face, and it’s a call to action.” Farah is passionate about contributing to the city’s long-term goals, which include the 2030 vision to make Durban the best place to live in Africa.

Farah feels her path was always destined for something significant. “My parents named me after a Persian princess,” she reveals. “And I feel a certain duty to live up to that name.” Beyond her professional achievements, she is a proud mother of nine-year-old twin girls and a devoted wife. “I’ve known my husband for half my life,” she shares. “He has always supported my goals and ambitions, and for that, I’m grateful.”

Farah’s journey in public service began two decades ago with an internship at the municipality. “I was one of three people chosen from over fifty applicants,” she recalls. “I delivered mail in heels and a pencil skirt, doing everything I could to stand out.” In the initial stages of her career, Farah was like a “sponge,” soaking up knowledge and being reactive to opportunities. Over time, she grew more proactive, seeking out opportunities for growth and learning. She became adept at navigating political environments, understanding ethics and corruption, mastering communication skills, and learning the importance of protocol and etiquette. Her determination drove her to complete a marketing degree and participate in internationally recognised investment promotion and facilitation programmes.

Power of Collaboration
At Invest Durban, Farah’s focus is on enhancing visibility and communication. “When you’re visible, it’s easier for people and organisations to reach out and have confidence in you,” she explains. “We are the first stop for businesses and potential investors looking at Durban.” Farah has participated in efforts to reach international markets through outbound missions, conferences, and other initiatives, creating a more attractive business landscape for the city.

Reflecting on her career, Farah expresses appreciation that after twenty years of service she is trusted to represent the city on global stages. One particular moment of gratitude stands out for her: standing in 303 West Street, gazing out at the harbour and the city below. “You realise that you’re making a positive difference, and it’s a moment to step back and say thank you to the Almighty,” she reflects.

Farah views her accomplishments as proof that ‘teamwork truly makes the dream work’. She believes in the power of collaboration and sees it as essential for achieving greater outcomes together.

Throughout her career, Farah has witnessed both the growth and setbacks of Durban. “Durban’s trajectory is always in flux,” she acknowledges. “Globally, that’s how life is. What goes down must come up, and I believe we just have to have faith in that.” Despite challenges, she remains optimistic, believing in the city’s potential to thrive. One of her key goals is to build civic pride and encourage collective responsibility. “You wouldn’t burn down your own home,” she reasons. “Let’s join forces to shape a positive narrative for the city, as it belongs to all of us.” Her vision for Durban is a sustainable and thriving economy that not only prospers today but lays a strong foundation for future generations.

Better Versions
Farah’s inspiration comes from various sources. “I’m inspired by the people around me,” she says, “because they encourage us to strive to be better versions of ourselves.” She also finds motivation in South Africa’s history and the sacrifices made by past leaders. “We don’t take enough time to acknowledge those sacrifices and the benefits we enjoy today,” she asserts. Even meaningful sayings or memes, resonate with her. “The struggles you feel are not isolated; others have faced them and emerged stronger.”

For Farah, self-care is not just an afterthought but a necessity, especially when dealing with the various personalities and challenges in her profession. “You can’t change the person or the project,” she advises. “You can only adapt yourself and your approach.” Her grandmother’s wisdom has always been a guiding light for her. “My gran was a farm lady who always took time for herself at 3 p.m. with a piece of sponge cake and a cup of tea, no matter what was happening around her,” she reminisces. This lesson became especially significant during a time when Farah experienced burnout. “It’s like the safety instructions on an aeroplane: put on your mask before helping others,” she explains. “You cannot pour from an empty cup.”

To recharge and find her balance, Farah enjoys simple pleasures like cooking, listening to the sound of rain, reading, spending time with her family, and visiting the beach. “I’ve never put pressure on myself to have one big dream,” she explains. “I sustain myself with smaller dreams that are easier to achieve, and in catching these smaller dreams, I find better fulfilment.” This approach helps her maintain a more balanced life, appreciating the blessings that already exist around her. “You realise that you need not go hunting; you are already blessed,” she reflects.

Focus on Your Goals
In advising young women, Farah encourages them to “stand up, stand tall, and build sustainability in everything you do.” She believes in the importance of staying true to oneself amid the world’s many opinions. “Focus on your goals without being swayed,” she advises. She also warns against self-doubt, believing that it is often the biggest barrier to success. “We are our own biggest enemies,” she says. “Once we get this out the way, we need to place blinkers on and focus ahead.”

Reflecting on her journey, she concludes, “Without discipline, drive, and accountability, you risk running in circles.” She often shares her personal motto: “Close your circle,” meaning to finish what you start with pride and integrity. “It’s been quite a journey and it’s not over yet.”

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