Inside the rise of the side hustle generation: Meet entrepreneur and fashion writer, Mbali “Gene” Sibeko

Mbali “Gene” Sibeko turned corporate boredom into bold branding. What started as casual Instagram reviews of fashion, food, and wine quickly evolved into gigs with Don Julio, 54 Magazine, and Private Property all while she was still stuck in a copy-paste marketing job that barely paid the bills (and certainly not the oat milk). Fast forward to 2024, and she’s the founder of Brands by Gene, a creative agency that’s as people-first as it is purpose-led.

From landing six clients in her first year to launching an internship program and hiring her first employee, Mbali’s glow-up is the blueprint. She’s funny, fearless, and refreshingly honest — especially about the dark side of the hustle (hello, unpaid invoices). Her advice? Start bored, stay consistent, and be cringe before you're cool. Because sometimes, the most powerful brand you’ll ever build is your own.

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Meet Ilze Rall: Beauty therapist and floral designer blossoming in the side hustle era

"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."