BORN as the daughter of a domestic worker and a bus driver, New Brighton-born Zanele Diniso has never been a stranger to hard work. In fact, her circumstances led to her founding Periwinkle Home Executives, a company that trains and places domestic workers and babysitters, as well as offering office, residential and public space cleaning services. She is now one of 36 small business owners who received a cash injection and marketing support valued at over R70 000 as part of Shoprite’s Hustle competition. The competition was open to all small business owners with an annual turnover of less than R1 million. Diniso is passionate about what she does and this is evident in all the entrepreneurship competitions she has been a part of. In 2014 she was a top four contestant in the Novice Your Money Entrepreneur Competition; in 2015 she was nominated as one of the Top 40 Under 40 Young Achievers in Nelson Mandela Bay and in 2017 she was a finalist in the Businesswomen’s Association Achievers Awards in the Emerging Entrepreneur category. She wants to offer hope to women in rural areas by creating employment and the opportunity for people to provide for their families. With the boost received from Shoprite, she will be able to provide more training and empower more women.