YouTuber, entertainer, entrepreneur, fashionista, wife, mom — Sheeca does it all!
Few have carved out a space as authentically as Rasheeqah Karriem-Hock. A South African powerhouse of creativity, entrepreneurship and motherhood, Rasheeqah has captivated thousands with her ability to seamlessly blend the worlds of family, fashion, beauty and social media. With her engaging personality, empowering messages and unapologetic authenticity, she has quickly become one of our country’s most beloved content creators.
But what makes Rasheeqah’s journey truly resonate with her audience isn’t just her rise to popularity – it’s the way she gracefully balances her public persona with her role as a devoted mother and wife. She’s proof that it is possible to chase your dreams, run successful business ventures and still nurture a close-knit family.
From Worcester to the world
Her story began in the picturesque Boland town of Worcester in the Western Cape, where she grew up in a tight-knit Muslim family. While she didn’t initially envision being an influencer, Rasheeqah has always had an eye for stylish aesthetics and a love for collecting precious memories.
“Storytelling has always been my passion,” she says, but her journey began in a more traditional field – studying BCom Law, LLB and Honours in Industrial Psychology at the University of the Western Cape. “Though I’ve always loved being in front of the camera, I didn’t realise it could turn into a career.”
While studying, she started sharing office stories to help fund her studies, and that sparked her love of being on camera. What started as a side hustle gradually grew into a full-time career as a content creator. “Now I’m sharing my life, stories and experiences with my amazing online community.”
Six years ago, Rasheeqah also began creating video content to post on YouTube. What started out as funny conversations with friends and informal interviews quickly grew into hair and beauty tutorials, family vlogs and, eventually, podcast-like interviews (collaborating with Burger King and GoBinge), where she interviewed the likes of Siv Ngesi, Shekhinah and Liesl Laurie-Mthombeni. Now, ‘Sheeca’s Closet’ has transformed into a fully-fledged brand as she’s amassed an audience of close to a million followers across social-media platforms.
“I think people resonate [with my content] because I’m genuine and transparent about my journey. I try not to sugarcoat things and share both the highs and lows – the real moments of my life… People appreciate that relatability, whether it’s in my parenting, balancing work and life, or just the everyday challenges I face. I’m a real person behind the screen, not a filtered version, and I think people connect with that authenticity,” she says.
“What drew me into [the influencer space] was the opportunity to connect with people in an authentic way. I’ve always loved being on stage, feeding off the energy of the crowd and sharing stories. Social media gave me the chance to do that on a much larger scale, allowing me to make an impact while doing something I genuinely love. The influencer space also provided me with the freedom to be creative and express myself without limitations.”
Family first, always!
Big on family, Rasheeqah has been married to Darian Hock – Boland rugby player, sports agent and practising attorney – for nearly five years, but the two have been in love for more than a decade. One of the defining aspects of her work is the ability to balance the demands of being a successful influencer with being a devoted wife and mother to two toddler daughters, Haniyah and Hudaa.
As any working mom knows, it’s no easy feat to juggle career responsibilities and aspirations with the love and care required to nurture a family. But Rasheeqah does it with grace, often sharing candid moments from her family life with her followers.
“Family is everything to me. They are my foundation, my support system and my source of love and strength. I wouldn’t be where I am today without them – my husband, kids, parents and extended family. They keep me grounded and encourage me every step of the way,” she says. “They are my biggest motivators and the reason behind everything I do’.
She admits that motherhood has been both challenging and incredibly rewarding. “It’s a constant journey of growth and learning. Balancing everything can be overwhelming at times, but the love and joy I receive from my children makes it all worthwhile. They keep me grounded and remind me of what truly matters. I’m also lucky to have an amazing support system that makes the load a little easier.”
Rasheeqah is always excited to give her fans a glimpse of her life behind the scenes, where she shares snippets of family trips and celebrations, along with the parenting challenges. The unfiltered gaze into these moments is part of what makes her so compelling as an influencer. She doesn’t portray an idealised version of motherhood; she embraces the messy, imperfect and beautiful moments that make family life so special.
“It’s definitely not easy balancing it all, and I won’t pretend like I have it all figured out. But I’ve learned to set boundaries and prioritise what matters most. I also make time for self-care, because if I’m not taking care of myself, I can’t show up for my family or my work.”
Rasheeqah admits that being able to involve her family in her content creation makes it feel less like a job and more like a shared experience. “It’s a lot of work, especially with the kids, but I’m making memories even while shooting content,” she explains.
A bit of this and that
While Rasheeqah has certainly made her name as an influencer, she is also a savvy entrepreneur. Her passion for fashion, beauty and now, cooking, has led her to launch exciting projects, such as selling pre-loved fashion on Yaga, and giving her fans the plug on the best places to find standout scarfs, outfits and jewellery.
In 2023, Rasheeqah launched sales-led initiatives like the Mommy Bonanza, a special event for mothers, and Sheeca’s Market — a series of community events that are highly anticipated and for which the support has been incredible. Sheeca’s Market has also become the go-to for Eid must-haves, great food from local vendors and all-round gees!
“It’s one of my favourite projects… organising market days where I uplift local vendors and encourage sales. These events are truly fulfilling because they not only give small businesses a platform to shine, but they also bring the community together to support them. It’s a win-win – vendors get exposure, shoppers discover unique products. This project stands out for me because it combines personal growth with community impact, and it’s rewarding to see local businesses thrive.”
@rasheeqah_karriem On my way to #sheecasmarket ♬ original sound – Gugu Khathi
Rasheeqah also uses her platform to uplift women, offering advice, inspiration and collaboration opportunities. Her dedication to lifting others up, particularly women and mothers, has made her an influential voice in the South African online community. This interaction with others is what really motivates her.
“I’m inspired by people daily, especially those working hard to better themselves. I’ve been, and probably still am, in that position where I’m always striving for growth. I know what it’s like to give your all, push through challenges and constantly want to be better,” she says.
“It’s not always easy, but that dedication and resilience inspires me. I also admire those who embrace new opportunities and challenges with an open heart. Their willingness to evolve and push beyond their limits motivates me to keep moving forward every day.”
Sheeca’s Kitchen is open
In November last year, Rasheeqah launched her YouTube cooking segment, where she invites local talent into her kitchen to teach her and her viewers how to make their favourite dishes. In the process, they have a laid-back conversation on everything from life and career to future plans (with a dash of sass and gossip here and there!). Thus far, she’s hosted everyone from her best friends to legendary musicians like Alistair Izobell and Mujahid George.
“I’ve never been much of a cook. But one day a friend told me I needed to learn! At first, I was hesitant, but then I thought she might be right… So, I decided to learn how to cook in my own way, by combining cooking with entertainment. That’s how my cooking series came to life,” Rasheeqah explains.
“It’s been a fun way to gain new skills while keeping things light-hearted. One of my favourite guests so far has been Gadija, sister of the late [culinary legend] Fatima Sydow. Gadija is such a vibrant and incredible person; her energy is unmatched. Despite the heartbreaking loss of her sister, she has continued to move forward with strength and positivity, which I really admire. Not only is she a fantastic cook herself, but she brings so much heart and warmth to the kitchen, which made her episode one of my favourites. What made Gadija stand out as a guest was her joy and willingness to share her family’s recipes,” Rasheeqah adds.
“Moments like these make the series so meaningful to me, as it brings people together to nourish both body and soul. Hove sharing the kitchen with people who add their unique flair and flavour. It makes every episode.”
Rasheeqah has so many more ideas for new projects and avenues to explore. “In three years, I hope to have expanded my brand and built an even deeper connection with my community. I’d love to be involved in more projects that empower women, families and the next generation of content creators. I see myself collaborating with like-minded brands and continuing to grow my platform. I’m hoping to be on your television screens in the near future… I’m excited about what the future holds!”
Rasheeqah Karriem-Hock is a shining example of what it means to be a modern woman balancing a successful career, a fulfilling family life and a commitment to making a difference in her community It’s her strength, values and her ability to blend motherhood and entrepreneurship that has made her a standout figure in South Africa’s digital landscape.
“To all the mothers out there, never forget that you are enough. We juggle so many things, often putting others first, but it’s crucial to take time for ourselves too. It’s okay not to be perfect,” she says.
“Embrace the journey and imperfections, because it’s all part of what makes you a great mom. Your strength, love and resilience are what your family will remember most. Keep shining and always believe in yourself!”
Keep up with Rasheeqah
Instagram: @rasheeqah_karriem
Facebook: Sheecas.closet
TikTok: @rasheeqah_karriem
By: Charndré Kippie
Photography by: Zhann Solomons
Text courtesy of Club magazine
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