Entrepreneur, mother, mentor, DJ … Siphelele Luthuli or Dimples, as she is known, is a fascinating woman with grand aspirations and the verve to make them a reality
story hayley dennyson photographs adi weerheim
If you are one of the almost 20 000 members of the Upper Highway Info group on Facebook, you may have come across Queen Luthuli’s witty posts, designed to break up the monotony and get people talking. Well, this is the self-same lady. “Life can be so boring sometimes,” says Dimples. “I think of myself as a rebel with a cause. I like to shake things up a bit and then watch what unfolds. People can get very worked up, but I’ve had great support from new friends online.”
So, why “Queen” Luthuli? “Facebook is fantasy, so why not live your dream life,” she asks.
Back in the real world, this vivacious entrepreneur has a strong pedigree in tourism marketing, having worked for corporates and government, including five years as senior marketing manager at Ezemvelo KZN Wildlife, before starting her own business – Just Imagine Concepts. “My work gets me excited in the morning. I love creating unique experiences for our guests and working with great brands, including Gooderson Leisure, BMW and Estée Lauder. The dollars aren’t quite there yet, but they’ll come. I may have to start doing stand-up comedy in the meantime,” she quips.
“I thrive on the creativity and freedom that comes with owning your own business. There’s no red tape, no time wasted in unnecessary meetings, which is great for someone with a short attention span, like me!”
A key focus of Dimples’ business is the stokvel market, with a value of around R44-billion. “You can’t copy and paste solutions for different travellers. Our guests want a lifestyle experience and to explore the hidden gems of KZN. I want to unlock that for them. From the beach to cultural tours, historical sites and whisky tastings, we go beyond the ordinary.”
The margins are tight in tourism so creativity is key and, with the full effect of new visa regulations still to be determined, domestic and African visitors are vital. Dimples works closely with Durban Tourism and South Coast Tourism, and is currently collaborating with Metrorail to develop itineraries that revive the beauty of rail travel.
It’s no surprise that Dimples was named one of Women in Motion magazine’s 100 Most Influential Women for 2014/15. “Mentoring staff at Ezemvelo was a great experience for me and this allows me to pass on my experience to others, once again.”
What about life away from work? Dimples is mother to seven-year-old Lethingcebo. “He’s a Leo, like me, and really cares about other people. It’s my birthday on August 3rd, Obama on the 4th and Lethingcebo on the 6th, so I keep telling him, ‘Next year, we’ll celebrate at the White House’.”
Dimples lived in Joburg for 14 years before moving to Hillcrest in 2009. “I was only meant to be here for five years, gain top level experience in tourism marketing and then head back to Joburg, but I fell in love with the environment and the community spirit. Once you get used to the love you get here, it’s difficult to go anywhere else.
“I get my double espresso with milk and honey from Oscars every morning on the way to the gym and, when my wallet was stolen, Andrew sponsored my morning fix until I got a new bank card! Where else would you get that?”
On Sundays, you’ll find Dimples DJ’ing at the soulful Chairman’s Lounge on Mahatma Gandhi Road. “I’m an old-school girl, so it’s all the classics – whatever I’m in the mood for.”
As you would expect, Dimples is inspired by travel and has visited a number of countries across Africa and further afield. “I love the fact that Italians dress up for ‘ice-cream dates’, that Germans love black women, and how warm and welcoming Nigerians are.”
Time spent with Dimples is a whirlwind of anecdotes, phone calls and laughs as she regales you with tales of her escapades, while simultaneously orchestrating her busy work and social life. This is a woman on a mission and, if you want to keep up, you’d better be quick! *