I am Mbali “Gene” Sibeko and my side- hustle journey began in the most classic way (plus a few laughs here and there). I was bored out of my mind at my corporate nine-to-five. I worked in the marketing department of a premium clothing brand, which sounds glamorous, until you realise the role was more “copy- paste” than “creative genius”.
Fresh out of university and earning peanuts (the dry kind, not the gourmet spiced ones), I was craving a space to express myself. So, I did what any millennial with WiFi and an opinion would do — I started reviewing fashion, food and wine on Instagram. That is when the online platform What’s On in Joburg discovered me, and I became a social media contributor. One gig led to another, and soon I was writing press releases for Don Julio, styling shoots for Private Property and contributing to magazines like 54 Magazine. I even met my mentor while freelancing — she taught me everything from how to charm a client, to how not to undersell yourself (i.e. “Ask for your coins, darling!”).
Although I registered my business, Brands by Gene, in 2020, I only took the plunge into full-time entrepreneurship in 2024. Leaving my nine-to-five was terrifying, but investing in my talents turned out to be the best decision I have ever made (besides choosing oat milk over almond). In my first year as an entrepreneur, I signed six clients, ran an internship programme, got accepted into my Masters programme and hired one of my friends who needed a job. That felt like the start of success — purpose- led and people-first.
The hustle definitely brings me joy — but if we’re doing a SWOT analysis (identifying strengths, weaknesses, opportunities and threats), chasing invoices is a clear and present “threat” to my mental health (somewhere between ‘existential dread’ and ‘Why did I agree to net 45?’).
To anyone who may be unsure where to begin: start where you are. Boredom is underrated — it is often the birthplace of brilliant ideas. Also, don’t be afraid to be cringe before you are cool — consistency eventually makes you credible.
