Furnishing a stately future
Entrepreneur Didi Waleng Friedman says not having formal qualifications did not stop her from pursuing her goals.
POLOKWANE – She talks to BONUS about her journey in business, her success so far and her plans for the future. Didi is the CEO of the Lounge Around group, a company which she started in 2013. “We offer services in events management as well as supply customised furniture for all types of events and functions. The company also offers flooring, draping, heating, and cooling equipment,” she explains.
Didi says she has no other qualification besides her matric certificate but she had a dream and a passion to succeed and that is what has led to the growth of her business over the past several years.
The Bochum-born businesswoman is currently based in Johannesburg and says she enjoys creating beautiful layouts for events. “There was a need in the market and I took my chance to fill the gap. We are working towards building strong and lasting relationships with our clients. We want to be seen as a partner and not just a supplier of furniture,” she explains.
Didi says her business has done well to provide quality supplies and she is happy to work with such a dynamic team.
She tells BONUS her parents motivated her to venture into the business world as they are entrepreneurs themselves. She credits them with teaching her, her work ethic.
“After matriculating, I joined my parents at the petrol station they ran together. I learned how to run a business smoothly during my time at the station.”
Her most memorable event was the Durban July where her company provided furniture for a specific stand.
“I have had to overcome many challenges and trials, both in my personal and professional life. There is no other option but to keep moving and strive for what I want.” She says she looks forward to being among one of the most successful businesswomen in South Africa and aims to inspire and empower others.
