The queen of reinvention, Dineo owes her hustler mentality to having had a front row seat to her parents’ entrepreneurial ventures. “I’ve seen my parents succeed and fail at a lot of things,” she shares. As a teenager, Dineo worked everywhere where her mother was employed — from selling Avroy Shlain make-up door-to-door, to braiding her mom’s colleagues’ hair for R150 a head. “Heyi ke ya braida nna mosadi! I’m the worst client at a hair salon because I know exactly what I want,” she says animatedly. Fresh out of high school, Dineo worked as a receptionist and while there, felt she was wasting away. She left and finally decided to earn a living through her gifts.
She was the first media personality, back in 2013, to have her own reality TV show, Dineo’s Diary. “Nna ke brave man, ke rata go zama. Life ya bora when we don’t try,” she enthuses.
Along with her production company Brains At Work Media, which produces The Ranakas, she’s planning to take her cooking project — aptly named the Untrained Chef — to the next level. She also plans to revive her clothing label, Luv DR. “I’ll be stepping things up a bit but can’t afford to put timelines on them right now. My spirit is also telling me not to divulge too much about my business plans,” she says. She continues: “As an onlooker, you can laugh at my attempts to keep trying, but only I understand my journey. I understand my passion points – I know the method to my madness. ”
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