#AWPOWERFIFTY: Luyanda Duma

What motivated you to become an entrepreneur OR take your career in the direction you did? Is having your own business OR this role you are in something you always wanted?

In all honesty, this route chose me. Growing up, I have always been exposed to entrepreneurship because of my father and the line of business he was in. From a very young age, I have always known that I wanted to make an impact. From wanting to become Miss South Africa, to pursuing a career in Forensic Science, I have always been such a big dreamer. Ultimately, I ended up in Industrial Psychology majoring in Human Resources Management, which is what I do now as an entrepreneur. So back to your question? Your life will always give you cues and order your steps, if you allow it.

Which woman has positively impacted you in your career/business? And what is the one lesson she taught you?

Oh, this is a great one. There have been so many women that have impacted my journey to becoming. But can I be biased and say Nomndeni Mdakhi and honor her on this very platform. Definitely taught me that I deserve FINANCIAL FREEDOM. As women, we often shy away from naming and stating our value confidently and she has really empowered me in that direction. Money is important and we, as women, deserve it. 

How do you define success?

Success has been a concept whose definition has been evolving with every season of my life. Now, as a mom and wife, success means creating a safe and warm home for my family. For myself, success means living up to my fullest and truest potential.

One insight for anyone interested in the industry you are working in?

Have the heart. Working with people requires a settled level of empathy and understanding. Leading with heart is so important. 

What is your one key guiding principle in your work life?

Excellence. I always want my brand to be excellent. If something has my name on it, I always want to make sure it is done diligently and with excellence. 

What do you believe is the most impactful and immediate action your industry can take to Accelerate Gender Equality Through Economic Empowerment. (this is the theme for INTERNATIONAL WOMEN’S DAY in 2024)

One of the most impactful and immediate actions the HR industry can take to accelerate gender equality through economic empowerment is to implement transparent and equitable pay practices. This involves conducting regular pay audits to identify and address any gender pay gaps within the organization. Additionally, we can prioritize the promotion of women into leadership positions and ensure that there are equal opportunities for career advancement and development regardless of gender. This may involve implementing mentorship and sponsorship programs specifically designed to support women in their career progression. One that is close to my heart is providing comprehensive parental leave policies and flexible work arrangements can help to support women in balancing their professional and personal responsibilities, thereby enabling greater economic empowerment.

The three books that changed your life 

  • Equal but Different by Judy Dlamini 

  • Lift as you rise by Bonang Mohale 

  • Intelligence Is not Enough by Carice Anderson

Apps you cannot live without

  • Notes App! Literally I write every idea, thought and even my grocery list LOL. 

  • Podcast App too, can't live without it. 

Self care rituals that keep you grounded

Definitely a massage monthly keeps the stress away, Sunday walks with hubby and family trips.