Three years ago, the Miss Namibia pageant was a fading sparkle and a beauty contest struggling to find its place in a modern and constantly changing pageantry world.
When veteran journalist and media executive Umbi Karuaihe-Upi assumed the role of CEO of the Miss Namibia organisation, she did more than revitalise the brand.
She redefined it.
Currently, the Miss Namibia Organisation extends beyond crowns and runway shows.
It has become a national movement rooted in purpose, pride and patriotism.
Speaking to New Era, she reflected with a calm humility and fierce vision that has clearly transformed more than just a beauty pageant.
“I pledged the day I took over that I would turn Miss Namibia around, and I would do so by focusing on empowerment, education, culture, tourism and poverty eradication,” she said.
At the heart of Karuaihe-Upi’s vision is Namibia’s rich cultural diversity.
“Our unity lies in our diversity. So, we are using the pageant as a platform to promote our cultures, rewrite the narrative and make our heritage something to celebrate,” she said.
From the dusty villages of Oshinene to Windhoek’s lively streets, the organisation has revived cultural traditions, placing them at the forefront.
Partnerships with traditional leaders such as Queen Nangolo of the Ondonga Traditional Authority have lent royal authority to a movement driven by identity and pride.
Themes like ‘When Beauty Meets Culture’ are no longer just slogans.
They are lived experiences, televised lessons and national celebrations.
Gone are the days when the crown was just a symbol of glamour.
Under Karuaihe-Upi’s leadership, Miss Namibia has become a platform where young women are prepared to be nation-builders.
Scholarships, homes and vehicles are now part of the prize packages, but not for showing off or legacy.
“Our top three Miss Teen winners receive full three-year scholarships at the Namibia University of Science and Technology. Even our Miss Namibia top 10 finalists receive educational support. Education is key,” she said.
She added that the change is evident.
Miss Namibia is now attracting medical doctors, lawyers and teachers, educated young women who understand that beauty can be a vessel for national service.
Under her leadership, Miss Namibia has shifted from being a beauty contest to becoming a national symbol of empowerment.
Its queens are more than just models.
They serve as role models.
With the world stage now within reach, Namibia is not just watching, but it is rising.
“This organisation belongs to the people. If they don’t like something, we don’t get defensive. We listen, learn and do better. That’s the spirit of Miss Namibia and Namibia itself,” she said.
She stated that managing such a dynamic national platform is a significant undertaking.
Funding, however, remains one of the main challenges.
“Sponsorship is always tough. Some companies still see it as just a beauty pageant. We must explain it’s not just about beauty. It’s about nation-building. Thankfully, many have come on board,” she shared.
Debmarine Namibia, for instance, contributed N$2.5 million this year.
NBC remains a key sponsor, and local designers, students and makeup artists from across the country benefit from opportunities the pageant provides.
Everything – from the dresses to travel and accommodations – is sponsored by Miss Namibia and its partners.
And Karuaihe-Upi insists on one thing: using local first.
“No more flying in dresses from South Africa. We only use Namibian designers now. We’ve built our own Miss Namibia wardrobe. It’s a national asset,” she said.
With Miss Universe around the corner, the preparations have already begun.
The Miss Namibia organisation has sent out call-outs for designers for the national costume.