Shelley Ainsworth

Shelley Ainsworth is a conveyancer and attorney who, fourteen years ago, made the bold decision to leave the security of full-time employment to start her own practice, Ainsworth Attorneys. Based in KwaZulu-Natal, her firm has grown from a small home office into a thriving boutique conveyancing and property law practice with three branches, eight qualified attorneys, several candidate attorneys, and dedicated support staff. Reflecting on her journey, Shelley shares, “In those early days, I was the messenger, the tea lady, the receptionist, the bookkeeper, and the attorney. As time went on, I was fortunate that we grew into the position we are in today.”

PERSONALISED SERVICE
When Shelley first set out on her own, she had a clear mission to change the way conveyancing was being
practised. “In larger practices, files were often handed over to paralegals, and clients had very little to no
interaction with the attorneys themselves,” she explains. “I wanted to change that and ensure that clients had maximum contact with the attorney.”

At Ainsworth Attorneys, every transfer is handled by an attorney. “We are not just pushing paper,” she says. “We come into clients’ lives at an important milestone. Buying or selling a property is always significant, and I wanted to make sure we recognised that by responding to each client in a highly personalised and empathetic way.”

Her empathy-driven philosophy has become the hallmark of her firm. “Someone might be buying their first home, or perhaps downsizing due to financial stress,” Shelley explains. “Others could be going through a divorce or selling through an estate transfer after losing a loved one. It is often an emotional experience, so we meet people where they are.”

Her approach is grounded in a family tradition of service. “For my sins, I come from a long line of lawyers,” she says with a smile. “My dad was an attorney in KwaZulu-Natal for over 40 years, one of the longest standing in the legal scene, and my mom was also a qualified lawyer who lectured labour law at Mangosuthu Tech during apartheid. They both saw law as a means to serve the public. I constantly keep them in mind and use them as a benchmark for my own conduct.”

CULTURE OF EXCELLENCE
As her business expanded, Shelley’s role evolved from hands-on involvement in every task to leading a talented and inspired team. “Even as we have grown, every part of the firm still has a small piece of me in it. But now I am fortunate to work with what I like to call a team of magicians. They make magic happen in the lives of our clients every day.”

Cultivating a healthy, supportive workplace culture where people felt psychologically safe is central to Shelley’s leadership. “When people feel valued and supported, they are able to reach their full potential.”
This commitment has paid off. Ainsworth Attorneys was recently recognised as a finalist in the Caxton Reader’s Choice Awards, earning second place in the Best Law Firm category. Shelley explains, “The winner was a national company with a national footprint, so for a homegrown KwaZulu-Natal practice like ours to achieve that was incredibly meaningful.” Her drive for excellence extends into her personal pursuits.“I have recently completed two Comrades Marathons back-to-back,” she shares proudly. “I managed to achieve a Bill Rowan Sub 9 Comrades, which was a huge milestone for me.” Running, she says, has taught her about perseverance, grit and humility. “It is a great leveller, and along that long road between Pietermaritzburg and Durban, you meet people from all walks of life. I always say any able-bodied person should attempt one Comrades if they can, because it truly is a uniquely human experience.”

LESSONS FROM THE LONG RUN
Shelley’s business journey has had its challenges. “Cash flow is always an issue when you are starting out or
experiencing rapid growth,” she says. “They say growth sucks cash, and that is true. In more recent years, as
we have stabilised, competition has intensified, but we remain committed to earning work through trust,
integrity, and consistent service excellence.”

Despite this, Shelley remains resolute: “Running a business is a marathon, not a sprint. You have to know
your core values and make every decision with those in mind. That way, you maintain your integrity and stay
true to yourself even in challenging times.” She also speaks passionately about the unique strengths
women bring to leadership. “Dr Stacy Sims once said, ‘Women are not small men,’ and it is true. You need to
lean into your uniqueness as a woman and own the strength and perspective that come with it.”

For Shelley, balance is not about perfection but perspective. “You absolutely can have it all,” she insists. “You can be a wife if you choose to be, a mother if you choose to be, and have a successful and fulfilling career.
You might not have it all in equal measure at the same time, and that is okay. Some seasons will demand more of you than others. Be gentle with yourself and know that every season passes.” Looking ahead, Shelley hopes to continue growing Ainsworth Attorneys as a trusted name in KwaZulu-Natal while expanding into international markets. “I would love to bring legal work to South African shores and have global players recognise the value of our legal graduates,” she says. “There is incredible talent here that deserves recognition.”

Above all, she believes in preserving her energy and wellbeing to sustain her business over the long term. “I
once read that businesses do not fail when the owner runs out of cash; they fail when the owner runs out of
energy. It is so true,” she reflects. “You have to guard your energy, your mental health and your physical
health. For me, that means prioritising my family and friends, and of course, running remains my biggest
stress relief.”