In the world of digital marketing, there are stories that go beyond numbers and strategies, touching the hearts of many and inspiring others to dream bigger. Happiness Lubimbi’s journey is one such story, an unexpected fusion of resilience, self-discovery, and a passion for innovation that has transformed her from a small-town girl into a trailblazer leading a dynamic marketing studio with international impact.
What started as a high school fascination with business studies turned into a mission to change the digital marketing landscape. Today, as the founder of HappiLebo Studio (HL), Happiness stands as a beacon for entrepreneurs and creators, demonstrating what it takes to succeed in an ever-evolving industry.
Born in Pietermaritzburg and later raised in Witbank, Mpumalanga, Happiness’ entrepreneurial spirit ignited early. “Business Studies wasn’t just a subject to me; it was the gateway to understanding the world of commerce and creativity,” she recalls. While many may have dismissed the idea of turning a classroom interest into a business pursuit, Happiness saw it as a potential springboard for her future.
Her first taste of entrepreneurship came shortly after high school. She began buying and selling makeup and clothes, a venture that initially seemed like a small endeavor but proved to be the perfect incubator for her budding digital marketing skills. “It was more than just selling products; it was my first experience with social media, learning about client management and market demands. I got to understand how to connect with an audience and provide value—skills that would later define my career.” This experience laid the groundwork for what would become a multi-faceted career in digital marketing, with a focus on high-quality content creation, strategy, and client engagement.
The Birth of HL Studio
But it was the identification of a gap in the market that truly shaped the birth of HL Studio. “I realized that many small businesses struggled to create high-quality content, and that sparked something in me. I saw an opportunity to help them shine digitally, and from that realization, HappiLebo Studio was born,” Happiness says. She saw how businesses were missing out on the digital age’s opportunities simply due to a lack of access to professional marketing services, and she was determined to bridge that gap.
HL Studio’s mission is to help businesses of all sizes thrive by creating exceptional content that elevates their digital presence. From humble beginnings, the company has grown into a full-service agency with a team of content and client managers, photographers, and videographers—spread across South Africa but anchored in Johannesburg. “What started as one person in charge of everything has transformed into a collaborative, full-fledged agency. It’s been an evolution, and one that has demanded constant learning and adaptation,” she reflects.
Growing Pains and Leadership Evolution
Over the years, Happiness and her team have had the opportunity to work with some of the world’s most exciting brands, such as Flock Eventing Platform, EO Africa, Pedros, and 22 On Sloane. The latter project proved to be a pivotal moment for HL Studio. The GEC+ Africa Event, held at 22 On Sloane—the largest startup campus in Africa—became a true test of their capabilities. “Managing the entire social media landscape for such a high-profile event was a game-changer for us. It was pressure, but it was also a proving ground. We delivered results that resonated with thousands of attendees, and that success propelled our reputation as a leading marketing agency,” she proudly shares.
But growth was never a smooth ride. Scaling HL Studio from a solo operation to a full-service agency came with its own set of challenges. “I had to learn to delegate, and that wasn’t easy,” Happiness admits. “In the beginning, I did everything myself—every task, no matter how small, felt like my personal responsibility. But I had to let go and trust my team. I learned that true leadership isn’t about doing everything; it’s about building a team that can carry the vision forward.” This shift in mindset was pivotal in creating a thriving, collaborative culture that allowed the agency to grow.
HL Studio has also played a pivotal role in keeping its clients ahead of the digital curve, embracing emerging trends such as AI in content creation and the ever-growing power of social media platforms. “Consumer behavior has dramatically shifted toward online platforms. The challenge was never just about keeping up—it was about staying ahead,” says Happiness. Her team has embraced innovations in marketing strategies, ensuring their clients remain on the cutting edge of digital marketing.
However, Happiness’ aspirations extend beyond the corporate world. Her heart lies in community-building, particularly for creators and freelancers. With this in mind, she founded Nomads Create, a vibrant network that supports aspiring creatives in finding their place in the industry. “Nomads Create is not just a network; it’s a nurturing ground for creatives to grow, collaborate, and learn from one another,” she says. This initiative, born from her own experiences as a young entrepreneur, holds a special place in her heart. It reflects her belief that success is a collective effort—one where individuals lift each other up.
Advice for New Entrepreneurs
For those who are considering embarking on their own entrepreneurial journeys, Happiness’ advice is invaluable: “Resilience and adaptability are your greatest assets. The road to success is never linear—expect setbacks, but don’t let them stop you. Use them as opportunities to refine your approach. Start with what you have, focus on your foundation, and scale with purpose.”
The Road Ahead
Looking toward the future, Happiness is particularly excited about the rise of short-form, authentic video content. “It’s changed the way we connect with our audiences. People want raw, real stories. It’s a window into who we are behind the brands,” she says. HL Studio is already tapping into this trend, leveraging the power of video to create deeper, more meaningful connections between brands and their customers.
The most significant lesson Happiness has learned throughout her journey is simple, yet profound: “True growth occurs outside your comfort zone. Every obstacle has been a lesson in disguise, and with each challenge, I’ve come out stronger. The key to success is never giving up on learning, and always pushing forward.”
Her story is one of continuous evolution—one that embodies the spirit of resilience, creativity, and community. As HL Studio continues to grow, so too does the impact of Happiness Lubimbi’s vision—a vision that’s transforming digital marketing and inspiring the next generation of entrepreneurs to believe in their potential and follow their dreams.
