FOUR VENTURES.
TWO CONTINENTS.
STILL BUILDING.

THE THROUGH LINE

Every room taught me
to pay attention differently.

Michelle Gemmell

VP of Mortgage Lending

I started Panache Marketing in Johannesburg in 2003 with borrowed money, a computer, and a printer. There was no reputation to fall back on. Every piece of trust had to be earned in the work itself, one client and one decision at a time.

Seventeen years of running that company taught me to listen past the brief. The first request was rarely the whole problem. Someone had to notice what was missing, ask the better question, and keep the work moving when the plan changed.

The fight world made that lesson harder to ignore. I brought Victor Anyaogu and Stephen Momah out of Nigeria into EFC Worldwide, built their camps, and stood in their corners. Ricky Misholas, a heavyweight out of the DRC, was the biggest and baddest man I have met and had the softest heart on the planet. 

I later certified as a judge and referee with the International Mixed Martial Arts Federation under Marc Goddard.

Fight nights have a way of stripping away theory. Bahrain, 2019: 452 athletes, three cages, five days. Preparation either holds or it does not.

Moving to the United States in 2015 changed the setting again. I built new ventures in Florida while continuing to run Panache Marketing from another continent for five years. Starting over meant learning new rooms without pretending the old experience had disappeared.

Mortgage lending arrived in 2020. The paperwork was different. The responsibility was familiar.

Experience is knowing where to look when something does not fit, early enough that it still helps. That has been the thread through every industry, every country, and every version of the work.

WHAT I CARRY FORWARD

Johannesburg taught me to earn trust from a standing start. Fight camps taught me what pressure does to people. Camden County gave those lessons somewhere new to matter. The settings keep changing, but the work stays recognizable: pay attention, speak plainly, and leave people with a clearer sense of what comes next.

THE ROOMS CHANGED.
THE WORK KEPT ASKING THE SAME THING.

A marketing brief, a fight camp, an international judging assignment, a mortgage file. Different rooms, different stakes. Each one asked for the same discipline: prepare early, notice what others miss, and stay steady when the plan changes.

WHAT THE WORK
TAUGHT ME

Preparation earns its value before pressure arrives. I would rather make a hard thing clear early, name the tradeoff plainly, and leave enough room for a person to make a sound decision. Experience should lower the noise, not add to it.

Career

2020 to now

Guaranteed Rate Affinity

Vice President of Mortgage Lending. Camden County, Georgia.

2015 to 2020

Panache Global Corporation

Florida. Housed Body Couture Pilates & Fitness and Royalty Sports Management.

2015 to 2020

Royalty Sports Management

Management of professional mixed martial arts athletes.

2003 to 2020

Panache Marketing

Johannesburg. Corporate clothing, promotional gifts, events, signage. Founded with a loan from her parents. Run for seventeen years, five of them from another continent.

2000 to 2004

University of South Africa

Bachelor of Commerce, Marketing Management. Conferred 2004.

Recognition

2026

Charlie A. Smith Award

Camden County Chamber of Commerce

2026

Community Service Award

Camden Charlton Association of Realtors

2025 2024 2023

Top Originator

Scotsman Guide

2026 to 2025

Leadership Camden

Graduate. Camden County Chamber of Commerce

2026

President's Award

Camden Charlton Association of Realtors

2026

Affiliate of the Year

Camden Charlton Association of Realtors

2025 2024 2023
President's Club

Guaranteed Rate Affinity

Post 2015

Judge and Referee

International Mixed Martial Arts Federation. Certified under Marc Goddard

TWENTY-THREE YEARS OF WORK LEAVES A FEW STORIES WORTH TELLING.

I have built companies, managed professional fighters, started over in another country, and found a place in Camden County. Some of those rooms were loud. Some were difficult. All of them taught me something about pressure, credibility, and what people need when the stakes are real.