Charmaine Dlamini

For any business to succeed it needs discipline, proper strategy and one’s beliefs must be aligned with the model and proposal

Hosting high-end lifestyle events is what drives Charmaine Dlamini’s business venture. After resigning from her managerial job at a popular fast-food outlet 10 years ago, Dlamini started her events business, Nobucha Events.

A decade later, Dlamini still remembers the first event her business organised: Indoni Yamanzi Fashion Expo. Since that first event she has made changes to the industry space, changing the landscape to create memories, to grow brands through events, to network with different people from all spheres.

Looking back on her journey, Charmaine remembers that it has been a long road, learning and growing all at the same time.

“When I started my business, I was a mere Mcdonald’s employee who dreamt big. I had no experience whatsoever about events, yet that didn’t discourage me to explore possibilities. The internet became my best friend. I did my research on suppliers, logistics and basically everything I needed to know to run an events company. “I asked several people on the internet to mentor me. One guy gave me a chance and that’s how I started my business. It has been a rough journey considering that one needs to be an all-rounder, a finance manager, marketing guru, an events planner, admin and HR all at once,” Dlamini reflects.

The business has four employees. Through loyal customers and word-of-mouth marketing strategy, her business has remained stable.

She is already grooming her 12-year-old daughter, showing her the ropes of the trade, and making sure she understands the business. In addition, she has embarked on a mentorship programme for young women who are keen to venture into the events business.

“The idea is to give them a start by allowing them to use my resources to open their own businesses,” she says.