Turning grit into grapes - Thabo Jama’s journey to building a legacy brand.

On image: Author, musician and founder of TJ Wine, Thabo Jama.

The world will always need individuals who do not just walk the journey, but after walking it, are willing to share their experiences to motivate the next person. Such giving back is invaluable, it offers insights to those still searching for roadmaps that lead to their own version of success. Learning from those who have walked the path before us can inspire, guide, and gently nudge us toward being authentic while navigating our own success stories.

I recently had the privilege of sitting down with Thabo Jama, an author, artist, and wine brand owner - a man whose story is as rich and layered as the wine he produces. At 37, based in Krugersdorp, West End, Thabo wears many hats with passion and purpose. He is the author of Light to Darkness, the founder of TJ Wine, and a gifted Afropop vocalist who was introduced to the music industry by the late Zahara.

With a calm yet passionate tone, Thabo reflected on his five-year journey in the music industry, one that has been marked by both inspiration and challenge.

“Being in the music industry is not as easy as people think,” he said. “There are ups and downs, good sides and bad sides. The good side is that you get to be yourself - you express feelings, motivate people, and heal through music. But the bad side is that not everyone is genuine. Not everyone is your friend, not everyone will help you, and not everyone will welcome you.”

He cautioned that the glamour people see on TV is often just a polished reflection of a much tougher reality behind the scenes. “Music requires a lot of money,” he added. “From recording, production, and features to airplay and videos - everything costs money. Even with talent, without financial support, you’ll struggle to move forward.”

While on that topic, Thabo shared his clear and firm advice to aspiring musicians - Stay in school, finish your studies, and secure a stable income before diving into the industry. “Music goes hand in hand with luck,” he said. “Even if you have money, it’s not guaranteed you’ll make it. So be prepared, understand yourself, and do your research before joining the industry.”

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Thabo’s passion for empowerment extends beyond music - it lives in his book, Light to Darkness, a motivational piece he wrote in 2023.

I firstly, wanted to know what the book tile mean to him, “The title means that even when you’re in a dark place, there will always come a time when you step into the light,” he explained. “The book talks about life, responsibilities, love, blessings, prayer, and purpose. It teaches individuals how to see the signs when someone says they love or care for you. It’s about awakening self-awareness and inspiring hope.”

As we spoke, Thabo shared deeply about the importance of self-motivation and staying true to oneself.

“People need to stop wanting to be like someone else,” he said with conviction. “I used to want to be like others until I realized that I was meant to be me. You will never understand someone else’s journey - walk your own. Allow your story to make a success out of you. Allow your struggles to give you hope.”

He continued passionately, emphasizing that self-discovery is the foundation of lasting success.

“Don’t try to be Thabo Jama. You don’t know how many sleepless nights I’ve had, praying and pushing to get where I am. You don’t know the pain, the long hours, or the sacrifices. Be yourself. Motivate yourself. Love yourself. Empower yourself. Your journey is your success.”

Thabo believes many people fall into despair because they try to live lives that are not theirs. “That’s why some people give up or lose hope, because they’re walking someone else’s path,” he said. “But your own journey will never destroy you. It’s built for you. It’s meant to shape you.”

Then, with pride and a bright smile, he shared the story behind his latest entrepreneurial venture - TJ Wine.

“I started the TJ Wine brand because I want to leave a legacy,” he said. “I want my family, my followers, and everyone who believed in me to remember me every time they take a sip of my wine - to say, ‘Thabo Jama was here.’”

Like many business ventures, TJ Wine was born through perseverance and self-education. “My biggest challenge was financial and knowing who to talk to, where to get labels designed, barcodes made, and wines inspected. But I researched, I asked questions, and I met the right people who helped me through the journey.”

His current goal is to grow TJ Wine’s reach through social media, Takealot, and partnerships with restaurants, clubs, and wine-tasting events. As an event organiser himself, Thabo plans to host his own tasting experiences and expand the brand’s footprint across South Africa.

For now, customers can order between 5 and 30 boxes, each containing six 750ml bottles. A box costs R700, or R120 per bottle, with discounts available for larger orders.

When asked who inspired him, Thabo paused, smiled, and gave a simple but powerful answer, “Nobody inspired me - poverty did. Poverty made me who I am. That’s why I focus on building bigger brands that will sustain me long after I’m gone. I want people to read about me and sip my success.”

Sitting across from Thabo, it’s impossible not to feel the raw authenticity in his words. His story is not just about music, books, or wine - it’s about resilience, self-belief, and the power of walking your own path.

His journey reminds us that success is not about imitation, but about transformation - finding light even in the darkest moments and turning personal pain into purpose.

For more, follow: Thabo Jama