We put careful attention into every aspect of what our mission represents.
You will see the Cheetah interwoven into all aspects of our magazine.
Why did we choose her?
What she represents is an undeniable strength. Cheetah is derived from the Hindi word – meaning bright. When we think of an empowered woman, she is always striving to be a shining light, a beacon for others who follow in her footsteps.

Did you know Cheetahs move four times the maximum power output of a Usain Bolt? This makes her more powerful than a motorbike. Her athletic performance is unmatched and she can hunt in all conditions. Despite adversity, she always arrives at her destination.

Cheetahs are caring, affectionate and dedicated mothers. They spend a long time caring for their cubs, teaching them essential survival skills. She is always willing to help and nurture – fostering the progression of her own kind.
The Cheetah’s ‘tear marks’ you see pictured reflect the glare of the sun when she is hunting. Those tears are her greatest strength. They help her stay focused on the prize (her prey).
There is sacredness in tears. They are not the mark of weakness, but of power.
– Washington Irving
So now you see why we chose the Cheetah. Her spirit exists in all of us.

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