• Home
    • All Articles
    • Editorials
    • Entrepreneur Smarts
    • Contributor Articles
    • Startup Stories
    • 100 Lionesses
    • Daily Inspiration
    • Lioness Launch
    • Lioness Co-LAB
    • Community Newsmakers
    • Award Winning Women
    • Video
    • Radio
    • Image of the Day Gallery
    • Book Reviews
  • Blog
  • Community
  • 100 Lionesses
  • Startup Stories
  • Radio
    • Events Homepage & Booking
    • Lionesses of Africa Annual Conference
    • Startup Night! Africa Series
    • Lioness Lean In Series
    • Young Lioness Lean In Events
    • The Intrapreneur Sessions
    • Our Programs
    • Accelerator Cohort 3
    • About Us
    • Manifesto
    • Impact Partners
    • Contributor Team
    • Contact
    • Join the Community
    • Signup for FREE Newsletters
    • Share Your Startup Story
    • Share Your Lioness Launch
    • Share Your Lioness Co-Lab
    • Become a Contributor
    • Nominate to '100 Lionessess'
    • Become an Impact Partner
    • Contact LoA
Menu

Lionesses of Africa Website

276 5th Avenue
New York, NY, 10001
(212) 634-4540
The Pride of Africa's Women Entrepreneurs

the pride of Africa's women entrepreneurs. join the community | NEWSLETTERS

Lionesses of Africa Website

  • Home
  • Sections +
    • All Articles
    • Editorials
    • Entrepreneur Smarts
    • Contributor Articles
    • Startup Stories
    • 100 Lionesses
    • Daily Inspiration
    • Lioness Launch
    • Lioness Co-LAB
    • Community Newsmakers
    • Award Winning Women
    • Video
    • Radio
    • Image of the Day Gallery
    • Book Reviews
  • Blog
  • Community
  • 100 Lionesses
  • Startup Stories
  • Radio
  • Events +
    • Events Homepage & Booking
    • Lionesses of Africa Annual Conference
    • Startup Night! Africa Series
    • Lioness Lean In Series
    • Young Lioness Lean In Events
    • The Intrapreneur Sessions
  • Programs +
    • Our Programs
    • Accelerator Cohort 3
  • About +
    • About Us
    • Manifesto
    • Impact Partners
    • Contributor Team
    • Contact
  • Connect +
    • Join the Community
    • Signup for FREE Newsletters
    • Share Your Startup Story
    • Share Your Lioness Launch
    • Share Your Lioness Co-Lab
    • Become a Contributor
    • Nominate to '100 Lionessess'
    • Become an Impact Partner
    • Contact LoA

Angela Van Herzeele - The startup story of a South African vintage homeware designer who has battled against the odds to realise her dreams

February 11, 2015 Melanie Hawken
Angela van Herzeele, founder of Angel Rose Trading Company, KZN, South Africa

Angela van Herzeele, founder of Angel Rose Trading Company, KZN, South Africa

If there is an example of an African woman entrepreneur who passionately believes in making her business dreams a reality, despite all the challenges that life throws at her, then Angela van Herzeele is such a woman. Her Angel Rose Trading Company is a testimony to sheer determination, hard work and a great designer’s eye.

 

This February, as Lionesses of Africa celebrates African Women Designers, we spoke to entrepreneur and designer Angela about her inspirational entrepreneurial journey and her ‘never give up’ attitude to life and business…

Tell us about your company, Angel Rose Trading, and what it does.

I have a little company with many facets to it, including a little vintage/antique shop which I run from home selling vintage furniture, silverware, china, décor items, and soft furnishing products. I also have a range of really interesting and aesthetically beautiful upcycled products made out of coffee bean hessian sacks, and this includes furniture, handbags, and soft furnishings. I also do interior decorating for clients, which goes hand-in-hand with my retail shop. Recently, I have introduced a new element to the range of products that I design and manufacture - this includes body scrubs, hand creams, lotions and soaps.

What inspired you to start your company?

My inspiration came as a result of my personal journey from being a stay-at-home mom to literally being thrown into the deep-end when my hubby lost his business. As a result, I had to be creative and turn my hand to making products to sell in order to keep the wolf from the door! Fortunately, growing up on a farm and watching my mom do all the practical and entrepreneurial things she did, both taught and inspired me - she turned a historical, run-down home into a Bed and Breakfast. I have been fortunate to have had people believing in me and my dreams, but it hasn't always been easy.  Realising your dreams and passions, whilst at the same time dealing with reality, can be hard to do - but as I say, pull your big girl panties up and move on!...

What is so unique about the products you design and create?

They are for people who want something different, made by someone who has love, passion and belief in her products. Every piece of my shop is a statement piece, and has its own story to tell.

img_4867.jpg
Angel-Rose-Trading-5.jpg
clutch hand bag a.jpg
ed_8446_st.jpg
over night bag b.jpg
Angel Rose Trading Collage 2.jpg
Screen Shot 2015-02-11 at 12.48.33 PM.png
Angel Rose Trading Collage 3.jpg
img_4867.jpg Angel-Rose-Trading-5.jpg clutch hand bag a.jpg ed_8446_st.jpg over night bag b.jpg Angel Rose Trading Collage 2.jpg Screen Shot 2015-02-11 at 12.48.33 PM.png Angel Rose Trading Collage 3.jpg

Tell us a little about your team

I am a one woman band! But I do have wonderful people that I outsource to for various products. We are like a family and, as a result, communication is key, together with building really solid relationships with these people.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

My own entrepreneurial startup story has had its ups and downs! I have lost plenty over the years, but gained even more. My story started back in 2002 in my red VW kombi. At the time, I had twins of 9 months old and had a traveling boutique selling the finest branded clothes to the farmers wives in the areas that were too far from civilization to do their clothes shopping. With my precious nanny Fikile at my side, helping me and my kids as I breast fed, I would fill my kombi up and go away for 2 days at a time with my boutique. Over time this business grew and I opened up a shop from my home. I then had my third baby in-between and this is when, unfortunately, disaster struck and we lost everything. But this didn't stop me, instead it made me even more creative and more productive. I stopped selling clothes as by that time we had moved down to Durban and people could get the clothing I used to sell on accounts, so instead I diversified my business.  I started buying vintage lampshades and added bling and feathers and fluff to them, taking something old and unloved and making it into a new decor piece to be treasured and spoken about. This line of business expanded, with me moving on to find great pieces of old furniture and giving them a brand new lease of life. Second-hand shops and vintage shops were my absolute best source of materials.

However, there have also been lots of business highs and lows, for example, at one time I have had factories manufacturing thousands of lamp shades for supply to major South African home decor retailers such as Mr Price, Wetherleys, Osiers, Loads of Living, etc, but I lost this business due to bad decisions I made. However, I learned from my mistakes and the experience made me grow so much in other ways, and now I do what I really love. In terms of my entrepreneurial background, I suppose both my parents were in their own ways entrepreneurs and I watched and learned from them growing up.

Screen Shot 2015-02-11 at 12.49.14 PM.png
Screen Shot 2015-02-11 at 12.49.45 PM.png
Screen Shot 2015-02-11 at 12.50.07 PM.png
Screen Shot 2015-02-11 at 12.56.06 PM.png

What are your future plans and aspirations for your company?

I am currently looking at opening a decent sized shop and spreading my wings!

What gives you the most satisfaction being an entrepreneur?

The freedom to be the best businesswoman, mom and wife possible! Also, I love the sourcing of products - it’s like an adrenalin rush!!!  I particularly enjoy all the stories that come with meeting new and interesting people. In addition, I get great satisfaction from the passion and enjoyment of what I can give to every customer.

What's the biggest piece of advice you can give to other women looking to start-up?

Follow your dreams and passions!! Don't ever be afraid to ask for advice! Be true to your products and be true to your clients! Also, try not to over sell and under deliver, but most of all be real, be honest, and love what you do!! Remember, hard work always pays off. 

On a serious note… cash flow is always a hurdle. If you are not a money or figures person, then get the right person to help you, because this can lead to the ruin of many small businesses starting up, and it doesn't have to be the case if done correctly! Personally, I have learned many a lesson in this department.

 

Visit or follow Angela:

Email Address: angelavh@gmail.com

Website: www.angelrosetrading.co.za

Facebook Page: m.facebook.com/AngelRoseTrading


Why LoA loves it….

At Lionesses of Africa, we love Angela’s never-give-up attitude to her business journey, and she is a shining example of the strength of Africa’s women entrepreneurs to keep going no matter what the challenges or hurdles. She has a real designer’s eye for detail and is producing a range of wonderful products that are not only really beautiful, but also have a unique story to tell. We love that history which comes with every piece produced as part of her collections. Entrepreneurs from across the African continent can learn from her example and be inspired by her story. We think 2015 is going to be a great year for Angela and her company, Angel Rose Trading. --- Melanie Hawken, LoA founder and editor-in-chief


In Startup Story Tags Home Accessories, South Africa
← 5 Steps to arresting the decline in women enterprises in South AfricaTara Fela-Durotoye launches new women economic empowerment initiative in Nigeria - ‘Beauty Business on the Go’ →
Screenshot 2015-09-18 12.31.25.png
Screenshot 2015-09-09 10.18.54.png
Screenshot 2015-09-09 10.19.15.png

Subscribe to our mailing list

Newsletters
Follow
Tweets by @lionessesA
Image of the Day: ‘Happy Valentines Day’… from the The House of Agness, a floral design company in Mozambique inspired by modern, minimalistic aesthetics but with a classic touch. Founder Mariana Agness Francisco Eria's products and services include deliveries of her signature boxes, bouquets and gift boxes and onsite floral services. Learn more → @thehouseofagness Let's #LIONESSLEANIN Johannesburg! Make sure to book your FREE seat for our 1st Jozi event of the year - presented in partnership with  @volkswagensouthafrica - Book here: https://buff.ly/2RnX6E2 … Rt Hon Penny Mordaunt MP, UK Secretary of State for International Development welcomes Lionesses of Africa.⠀
⠀
Pictured: Toyin Odulate, founder of Olori Cosmetics; Dr Amy Jadesimi, CEO, LADOL; Melanie Hawken, founder and ceo, Lionesses of Africa; the Rt Hon Penny Mordaunt MP, Secretary of State for International Development; and (far right) Manji Cheto, Business Development Manager, Africa-Primary Markets, London Stock Exchange Group Lionesses of Africa invited to showcase Africa’s women entrepreneurs at the Companies to Inspire Africa 2019 launch at the London Stock Exchange on 16 January 2019. #InspireAfrica #InspireAfrica2019 Image of the Day @inverroche : ‘Coco Carissa Gin’… a new gin from Inverroche, infused with red berries of the Carissa Bispinosa tree from the forests of the Southern Cape. Lorna Scott is the founder of Inverroche Distillery, a small batch, artisanal gin producer in the Western Cape, South Africa who sell their products throughout South Africa and in 14 countries across Europe, America, Asia and Africa. Lorna uses the extraordinary bounty of rare, aromatic medicinal and culinary herbs, flowers and berries, which grow all around her as the inspiration to create a range of uniquely South African gins. #QOTD @ethelcofie --- Ethel Cofie is a leading tech entrepreneur from Ghana and the founder and CEO of Edel Technology Consulting, a company that provides IT and software services as an enabler and catalyst for businesses to achieve their goals. Ethel is the founder of Women in Tech Africa, initiator of the 1st Pan African woman in tech meet-up and was shortlisted for the UN GEM Tech Award for work supporting women in ICT. She has been featured by the BBC and CNN for her work in technology and promoting women's leadership. Ethel sits on numerous boards and is also a President Obama Washington Fellow for Leadership (YALI). More about Ethel. Let’s #LIONESSLEANIN #Abidjan! We have a great program lined up for our community of women entrepreneurs in Abidjan tomorrow. Prepare to be inspired! Image of the Day @boldinafrica : ‘Bold Women’… from BOLD Africa, a retail brand changing the face of African fashion. Founders Nunu Mugyenyi, Janet Mugume and Angel Kalisa have built an award-winning retail outlet that houses over thirty up and coming designers from countries across the African continent including Uganda, Kenya, Rwanda, Burundi, Nigeria, Ghana, Tunisia and South Africa. They create opportunities for designers to retail their collections in affordable spaces with excellent exposure. Their mission is to increase the support of the African fashion industry, both locally and internationally. #QOTD @melvins_tea --- Flora Mutahi is the founder & CEO of Melvin Marsh International, the manufacturer of Melvin's Tea, a popular Kenyan brand launched in 1995. She has also been appointed to the board of the United Nations Global Compact and is Head of the Anti-Counterfeit Agency in Kenya. Flora holds an MBA from the University of Cape Town and a B.Sc Finance and Accounts (UK). Image of the Day @adeledejak : ‘Bold & Powerful’… Adele Dejak is an authentic jewellery and fashion accessories brand that connects buyers to a true luxury African experience. The brand consists of a wide variety of handcrafted pieces including bracelets, earrings, necklaces and handbags inspired by African textiles, cultures and traditions directly made in Adele’s studio in Nairobi, or through collaboration with her established network of partners. #QOTD @midunuchocolates --- Selassie Atadika is the founder of Midunu Chocolates in Ghana, a chocolatier creating artisanal handcrafted chocolates made with Ghanaian cocoa. Selassie distills the essence and unique flavours of the African continent and now offers them to the world in Ghanaian chocolate. Her company is adding value to a cocoa heritage dating back to 1879, with Ghana renowned for both the quality and quantity of its cocoa. Image of the Day @boldinafrica : ‘African Fashion Forward’ … from BOLD, a retail brand changing the face of African fashion. Founders Nunu Mugyenyi, Janet Mugume and Angel Kalisa have built an award-winning retail outlet that houses over thirty up and coming designers from countries across the African continent including Uganda, Kenya, Rwanda, Burundi, Nigeria, Ghana, Tunisia and South Africa. They create opportunities for designers to retail their collections in affordable spaces with excellent exposure. Their mission is to increase the support of the African fashion industry, both locally and internationally. #QOTD @i_amthecode - Mariéme Jamme is the founder of iamtheCODE, the first African-led global movement to mobilise government, private sector, and investors to advance STEAMED (Science, Technology, Engineering, Arts, Mathematics, Entrepreneurship, and Design Education). Mariéme  was named on the Powerlist 2017 of Britain’s 100 most influential people of African and African Caribbean Heritage. She is a Senegalese-born British businesswoman in technology and the founder of Spotone Global Solutions. Marieme was honoured as a Young Global Leader by the World Economic Forum and was named as one of the 100 most influential Africans of 2014 by the Africa Business Magazine and Forbes Magazine. Image of the Day @akikidolls : ‘Story Time’ .… Fatuma Abdullah is the Kenyan-born founder of Akiki Dolls in South Africa, a company that makes and distributes African dolls known as Akiki Dolls. Fatuma is also an author and has published her first children's book based on the Akiki character called, 'Akiki’s Short Stories'. The Akiki Doll was born out of Fatuma's need as a mother to empower her daughter and her vision is to have all children embrace diversity and ethnicity by giving them access to a great playmate. #QOTD @monchoco_artisanchocolatier --- Dana Mroueh is the founder of MonChoco, an artisan chocolatier in Côte d'Ivoire. Her products are made from organic cocoa beans sourced from Côte d’Ivoire and she makes raw chocolate to preserve the taste and the natural nutrient of cocoa beans. Her chocolate is very pure, it is made only from organic cocoa and brown sugar. Her approach is environmentally responsible and sustainable, trying at all times to reduce the impact on the environment. Image of the Day @katannutadiamonds : ‘Love & Eternity’… a beautiful Celtic Knot ring from Katannuta Diamonds, an independent jewellery design and manufacturing company in South Africa. Clare Appleyard launched the company in 2007 to design and manufacture engagement and wedding rings, all manufactured to order. Additionally, the company sells loose gemstones such as tanzanite, rubies, sapphires and other precious and semi-precious gems. #QOTD @liviya_lingerie - Michelle Rumbelow is the founder of Liviya in South Africa, a ladies clothing brand that blurs the lines between underwear, sleepwear and leisurewear, and is as versatile and adaptable as women are today. The brand name, Liviya (meaning “Lioness”), is symbolic of how women should feel when wearing the clothing. A lioness is African - strong, powerful and beautiful. Michelle has a background in sportswear design - counting designing for the Asics brand as one of the highlights of her career. She also spent time in London where she gained valuable experience before returning to South Africa to manage a sportswear manufacturing business. In 2017, she launched Rumbles Sportswear, which runs alongside Liviya, catering for children and adults sports clothing. Image of the Day @miminat_designs : ‘Okuta Ceramic Pitcher Set’ .… is part of an exquisite new homeware accessory collection from Mimi Shodeinde, founder of Miminat Designs. This talented creative celebrates African design in a contemporary, minimal context, combining the best of tradition with technological innovation. Her Okuta Collection is inspired by ancient Yoruba stone murals, and explores the organic and natural forms of late 14th century Yoruba design. Its combination of wood, brass, glass, ceramic and gold leaf, embodies the richness that the African continent and Yoruba culture have to offer. #QOTD - Anicha Abdul is the founder of EP Management & Consultancy Services in Mozambique, a Management and Human Capital Consulting Firm founded in 2010. Over the years Anicha has successfully grown her business and has gained an impeccable reputation for service delivery. Today, EP Management & Consultancy Services is a 100% Mozambican company and one of the major players in this industry sector in the country. Her head office is in Maputo and she has branches in Matola, Beira, Tete, Pemba and Nacala. The range of services offered includes: Payroll Services, Labor broking/Outsourcing, Immigration Services, Commercial and HR Advisory Services, Recruitment and Selection, and Headhunting. Image of the Day @ekiorleans : ‘#lagosfashionweek’ … the latest collection shown on the runway at Lagos Fashion Week from Eki Orleans, a luxury fashion brand designing their own African silk inspired prints. Founder Hazel Aggrey-Orleans is a brand builder using her West African heritage to create truly unique, luxury ready to wear and bespoke fashion collections, swimwear, and scarves.
Instagram
Follow Lionesses of Africa's board Image of the Day on Pinterest.

We feature truly inspiring startup stories submitted to us by women entrepreneurs across Africa. Read their inspiring stories.

Featured
Dieketseng Mangope, a South African wedding planner making clients’ dreams come true
Dieketseng Mangope, a South African wedding planner making clients’ dreams come true
Keren Pybus, an entrepreneur with a vision to demonstrate that ethical manufacturing can be done at scale in Africa
Keren Pybus, an entrepreneur with a vision to demonstrate that ethical manufacturing can be done at scale in Africa
Andrena Sawyer, a woman entrepreneur from Sierra Leone on a mission to help non-profits and small businesses thrive 
Andrena Sawyer, a woman entrepreneur from Sierra Leone on a mission to help non-profits and small businesses thrive 
Rumbi Serima-Fowler, a Zimbabwean organic skincare entrepreneur building a global ethical beauty brand
Rumbi Serima-Fowler, a Zimbabwean organic skincare entrepreneur building a global ethical beauty brand
Suzanne Mouelle, an entrepreneur in Cote d’Ivoire helping companies to find their market and brand niche
Suzanne Mouelle, an entrepreneur in Cote d’Ivoire helping companies to find their market and brand niche
Antoinette Stoltz, a South African entrepreneur creating unique bags that celebrate a love of interesting African fabrics
Antoinette Stoltz, a South African entrepreneur creating unique bags that celebrate a love of interesting African fabrics

More Startup Stories  →

Would you like to share your own startup story?  We've made it really easy for you - just click here to get started


Featured
100 LIONESSES: Carrol Boyes, the woman who's made business an art form
100 LIONESSES: Carrol Boyes, the woman who's made business an art form

Carrol Boyes is an iconic South African designer who has built a global brand. She founded Carrol Boyes (Pty) Ltd in 1991 combining her artistic flair and talent in sculpture with her jewellery experience to create an extensive range of distinctive homeware, giftware, flatware and table top products. Today, her company designs and manufactures a meticulously crafted product range of well over 1000 items and sells over a million items every year. Products are always imbued with Carrol's trademark artistic flair and finesse. The brand is available through her 35 branded shops in South Africa and in over 30 other countries around the world.

Read More →
Meet 8 Women-Owned Companies to Inspire Africa in 2019
Meet 8 Women-Owned Companies to Inspire Africa in 2019

On 16 January 2019, London Stock Exchange Group launched the second edition of its ‘Companies to Inspire Africa’ report, identifying and celebrating some of Africa’s most dynamic growth businesses. Lionesses of Africa saw eight of its most inspirational women entrepreneurs and their companies from across the African continent making it into the final publication.

Read More →
100 LIONESSES: Teta Isibo, creative designer reinventing traditional crafts in Rwanda
100 LIONESSES: Teta Isibo, creative designer reinventing traditional crafts in Rwanda

Teta Isibo is the founder and creative force behind Inzuki Designs a young Rwandan brand specializing in jewelry, accessories and interior decor. Teta's creations are hand-made using local craft skills and materials - she works with numerous local women's cooperatives to create vibrant, quality pieces. With no background in fashion or business, Teta quit her job as an urban planner in Kigali to launch Inzuki, which means 'bees' in the local language. This has grown into a popular Rwandan brand with a boutique located in the Heart of Kigali City. Teta is now targeting international markets including the rest of Africa, Europe, Asia and North America through distributors and an online store. 

Read More →
100 Lionesses Project: Tabitha Karanja, founder of Keroche Breweries - Africa's gender and monopoly busting brewer
100 Lionesses Project: Tabitha Karanja, founder of Keroche Breweries - Africa's gender and monopoly busting brewer

Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art production facility is targeting 20% of the Kenyan market.

Read More →
100 LIONESSES: Featuring Kofo Akinkugbe, innovator and smart card technology market leader
100 LIONESSES: Featuring Kofo Akinkugbe, innovator and smart card technology market leader

Kofo Akinkugbe is recognised globally for her entrepreneurial success story and strong business track record. She is founder & CEO of SecureID Nigeria Ltd a market leader in smart card technology and digital security. SecureID is a world-class manufacturing facility with the only smart card production plant in West Africa and one of only six on the continent. This company serves 16 countries across Africa and is fully certified by VISA, Verve and MasterCard. In 2012, Kofo won the Africa Awards for Entrepreneurship Mature Business Award.

Read More →
Meet 9 African women entrepreneurs creatively fighting the war on plastic pollution
Meet 9 African women entrepreneurs creatively fighting the war on plastic pollution

From poisoning and injuring marine life, to the ubiquitous presence of plastics in our food, to causing major life-threatening diseases, the growth of plastic waste is threatening our planet's survival. Africa’s women entrepreneurs are rising to the challenge and are building game-changing eco-businesses combating one of the great environmental challenges of our time - plastic pollution.

Read More →
Featured
ESSENTIAL READ: Killing It: An Entrepreneur’s Guide to Keeping Your Head Without Losing Your Heart by Sheryl O’Loughlin
ESSENTIAL READ: Killing It: An Entrepreneur’s Guide to Keeping Your Head Without Losing Your Heart by Sheryl O’Loughlin

In Killing It, the former CEO of Clif Bar, Co-founder of Plum, and serial entrepreneur Sheryl O’Loughlin offers insights about launching and growing a business while maintaining a fulfilled life in this practical guide filled with hard-won advice culled from the author’s own sometimes dark, raw experiences. The book contains a foreword by Steve Blank.

Read More →
Essential Read: The Launch Book: Motivational Stories to Launch Your Idea, Business or Next Career by Sanyin Siang
Essential Read: The Launch Book: Motivational Stories to Launch Your Idea, Business or Next Career by Sanyin Siang

Every launch is a change from the status quo that generates uncertainty, fears of failure, and self doubt. But launches can and should inspire.The Launch book by Sanyin Siang draws on first hand stories from industry leaders and serial launchers. It weaves together wisdom and reflective exercises with authenticity and passion. Readers will find this a thoughtful and relatable guide to help them succeed with their practical launch journeys.

Read More →

About Us  |  Contact Us  |  terms OF SERVICE  | Community Guidelines  

© 2018 LIONESSES OF AFRICA public benefit corporation. ALL RIGHTS RESERVED.