How Minnie Dlamini turned her personal brand into a business
South Africa’s diamond Minnie Dlamini made her first million at the age
of 20 and has been making big money moves ever since…
Minnie Dlamini has proven over the years that she has more to offer than just her appearance.
The 29-year-old started her career as a TV presenter but is now a successful entrepreneur with several business ventures under her belt.
Minnie, who was born and raised in Durban, used her celebrity power to help create a multi-million Rand brand.
The former Northlands Girls' High School pupil got to the top with hard work and determination.
“I worked really hard in making sure that I did everything that I could to keep me in the space that I love so much. Keep my eye on the real work, focus on what it is that’s going to give me longevity,” she told SME South Africa in an interview.
Where it all began….
Minnie’s career in the spotlight began in 2010 when she won a presenter search to become a co-host on SABC1’s music show, 'LIVE'. The entertainment industry had been calling her name long before she got her big break. Minnie has been acting since the age of three and went on to study film and media, drama and economics at the University of Cape Town. Minnie realised early on in her career that to make it big in SA she needed to learn as much as she could about the industry. While working on LIVE, she interned at Urban Brew Studios, where she learned how to produce TV shows.
Expanding her portfolio
Not content with being just a TV presenter, Minnie branched off into acting. She made her first big debut as an actress on M-Net’s The Wild in 2011. The then 21-year-old described acting as her “first love”. Before starring on the soapie, Minnie made a guest appearance on SABC 1’s ‘Generations’.
Breaking barriers
Minnie went from presenting a popular music show in 2010 to trying her hand at sports broadcasting. She was one of a few females who worked as sports presenters when she joined ‘Soccerzone’ in 2013. She co-hosted the show with Thomas Mlambo. She became a regular at sporting events, impressing viewers with her knowledge. Minnie teamed up with Lungile Radu for SuperSport’s lifestyle and sports show, ‘Homeground’, in 2016. She took things up a notch in 2018 when she produced and hosted a new magazine show called ‘From Russia With Love’. The show was all about the 2018 FIFA World Cup, which was taking place in Russia. Her contributions to the sporting world earned Minnie a spot on KickOff magazine’s cover. She was the first woman to feature on the cover in the magazine’s history.
Building her personal brand
Minnie Dlamini’s career moves made her appeal to both male and female audiences. Despite working in the world of sport, Minnie stayed true to herself. She did not try to be one of the boys and did things her way. She was regularly spotted at events in high heel shoes and always looked red carpet ready. Minnie also made herself accessible to her millions of social media followers by sharing personal stories about her struggles behind the scenes. She opened up about her depression on Instagram in 2017.
“This picture reminds of such a sad time. I was miserable, depressed, and losing weight like it was carbon dioxide. I still got up and went to work and continued my hustle, no amount of pain was going to stop me from achieving my goals. So I worked harder and smarter. I gave myself moments to cry and moments to fake happiness, until I was finally happy again. I NEVER want to be this skinny again,” she wrote.
Her first million
Minnie Dlamini’s popularity as a media personality and her huge online following made her brand appealing to big brands. She teamed up with Legit clothing to create her own line of clothes. The collaboration was called ‘The Minnie Series’. “I made my first million with Legit. I was twenty when I made my first million,” she told Anele Mdoda on ‘Real Talk’ in 2016.
Making money moves
With big brands lining up to work with her, Minnie decided her next big move was to start her own businesses. She started her own production company, Beautiful Day Productions. The company created her docuseries, Becoming Mrs Jones, which captured the build up to her September 2017 wedding to producer Quinton Jones. Her production company is also behind Mzansi Magic show, ‘Spirit of Mzansi’. “I’ve always wanted to be in business. It’s been a beautiful (and) natural progression, growing into the creative side of things. When you acquire the skills to write, produce or be a showrunner, it always keeps you in the forefront. I am enjoying my role as a content curator. This is where I see my future. The next phase is about exploring different opportunities, growing as a professional and diversifying,” she told the Sunday Sun about her Beautiful Day business venture.
Last month, Minnie launched her very own skincare range, MD by Minnie Dlamini. “I’ve been working on creating my own brand for a few long and stressful years but the results are so worth it! It’s a product I use & love and I hope you will too,” she said on Instagram.
There’s no stopping this A-list star and we can’t wait to see what she does next.