Seasoned actor Sicelo Dlamini’s transition from the entertainment industry to entrepreneurship began with his curiosity about why his father poured water into their car at home, but used oil at the filling station.
That innocent curiosity lingered in his mind, eventually evolving into a deep interest in how cars function and the crucial role lubricants play.
Two decades later, Dlamini, best known for his role as Diamond on Isithembiso, has transformed that curiosity into a thriving small business.
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He now runs Reign Oils, a business that blends and supplies motor oils to car spare shops across South Africa and neighbouring countries.
“There were times when I accepted acting roles that required two to three years of full commitment, which left me with little time or energy to run my business,” said the Soweto born actor.
“The problem was clear, I didn’t have a solid business model that could sustain operations in my absence,” he said.
That changed after he completed a BCom in Marketing and Business Management.
“I realised that what keeps a business running is not just passion or hard work, it is structure. A well-designed business model ensures your enterprise remains functional and resilient, even when you are not physically present,” he explained.
Asked whether his public profile has helped or hindered his business journey, Dlamini admitted it was a double-edged sword.
“Some people are sceptical. They say, he failed in acting, now he is selling us oil,” he said.
“Others are surprised to see me in the automotive oil industry. But there are also those who trust the product and appreciate the accessibility of dealing with a public figure.”
He has learned to navigate this dynamic strategically.
“Where my face will not sell, I let the product speak for itself. And where the product is questioned, I use my public profile to build trust,” Dlamini added.
One of his biggest challenges was sourcing fresh oil, testing it thoroughly and distributing samples.
“There were times I would drain the oil from my own car just to prove it works,” he said.
Marketing efforts include grassroots campaigns outside motor spare shops, promotional videos and customer Q&A sessions, all aimed at building trust and brand recognition.
His company supplies high-volume orders to Namibia, Mozambique and Zimbabwe.
But for Dlamini, the business is about more than just profit.
“My mission is to create jobs and drive change. The reality of a household with seven unemployed people must become a thing of the past,” he concluded.
