CEO of the LA Group, Didi Waleng-Friedman is a passionate, motivated entrepreneur. A true inspiration to all those that work with her, Didi strives to empower women wherever possible. A seasoned entrepreneur having been in business since the age of 23, Didi is a prime example of the fact that perseverance, resilience and hard work do make that dream come true. Didi is on a personal mission to instill entrepreneurship in the youth of South Africa. “We create magic” is clearly evident throughout the LA Group as well as in her daily life.