Startup Story
There is always something powerful about seeing real craftspeople creating beautiful products with passion and love. Entrepreneur Laura Struik, founder of ROF-Style in South Africa, manufactures and markets 100% handmade leather boots by local South African craftsmen.
LoA chatted to founder Laura Struik this month to learn more about this highly creative business.
Tell us about your business.
I am the founder of the shoe label ROF-Style. In my home country of The Netherlands I worked in various commercial roles at a corporate company. After some time, I decided that the corporate world was no longer fulfilling. I was dreaming about a life in my favourite country, South Africa. In 2019 I decided to make my vision a reality by becoming a part of a local community and hiring local craftsmen to create a product that would make a difference to the people and its economy. What makes ROF-Style so unique is that the product is made locally by hand and designed for both sexes.
“After settling in South Africa, we decided to start a company that would involve the local community. Our ultimate dream was to share South African craftsmanship with the rest of the world.”
“We were unable to find a pair of boots that we could wear in South Africa’s rough terrain, as well as trendy casual settings. This experience inspired us to establish ROF, the South African word for rough.”
What inspired you to start your company?
When still living in The Netherlands, my boyfriend and I both felt as if something was missing from our lives, something meaningful. After settling in South Africa, we decided to start a company that would involve the local community. Our ultimate dream was to share South African craftsmanship with the rest of the world. We were unable to find a pair of boots that we could wear in South Africa’s rough terrain, as well as trendy casual settings. This experience inspired us to establish ROF, the South African word for rough. Our brand stands for freedom, and adventure off the beaten track. Unpolished, firm, and timeless boots, all handmade by passionate local craftsmen.
Why should anyone use your service or product?
We only have one model in two colours; black and brown - for him and her. They’re designed and built to be worn in every rough and trendy casual setting. With our slogan “One FOR All”, we try to explain that ROF boots can be worn by men, women, and children. Boots for the whole family! Our boots can be used for hiking, driving motorcycles, or riding horses, even going to parties. These boots will not disappoint. By wearing ROF, you contribute to a sustainable way of living. We construct our high-quality leather in an eco-friendly manner guaranteed to last you for years.
“We don’t want to become a shoe factory - we want to continue working from our workshop and maintain the relationship we have with our craftsmen. We want to educate more people in this craft, so they have the opportunity to eventually master a useful skill.”
Tell us a little about your team
At ROF’s workshop, our four craftsmen work with a lot of passion and dedication to shape every detail of the boots into perfection. To them, working for ROF doesn’t just mean having a job with good working conditions, it also means they receive the opportunity to learn new crafts that allows them to become independent. We believe that a personal touch towards every purchase is very important. Our customers can find the information on the exact craftsmen that built your boots on the product packaging.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
Yes, I do come from an entrepreneurial background - entrepreneurship is in my DNA. Although my dad always had hoped that I would join his company, I always felt the need to start and create something for myself. It was challenging to discover what I really wanted while working in my busy commercial job in The Netherlands. Once I moved to South Africa, I finally had enough time for self-exploration that inspired me to create ROF.
What are your future plans and aspirations for your company?
We want to make our South African handcrafted boots available to the whole world! We are currently selecting a number of boutique stores worldwide that carry out the same vision. Our aim is not to create partnerships with big chain stores - we want to keep it personal and real. We don’t want to become a shoe factory - we want to continue working from our workshop and maintain the relationship we have with our craftsmen. We want to educate more people in this craft, so they have the opportunity to eventually master a useful skill.
“Our brand stands for freedom, and adventure off the beaten track. Unpolished, firm, and timeless boots, all handmade by passionate local craftsmen.“
What gives you the most satisfaction being an entrepreneur?
If you want, you can really make a difference! Not only for your business, but also in terms of helping others in uncertain times like these during the Covid-19 virus. It’s a very tough time for many South Africans. We felt a strong urge to do something and help the people in our community. We decided to do something more during the Covid-19 lock down. For every pair of ROF boots sold, we will provide 10 people with a healthy meal. In addition, we offer our customers the option to add an extra amount to their order - feeding an extra number of people. It has been very successful so far! Every week we are feeding 600 -700 people in the township of our hometown Riebeeck Kasteel - and that feels amazing!
What's the biggest piece of advice you can give to other women looking to start-up?
I live by one of Nelson Mandela’s famous quotes: “Great things never came from comfort zones’’. That has made me challenge myself and keeps me going. It’s also something I want you to think of; setting up your own business is not always easy, but the opposite! It’s about daring and doing! Great things can happen!
Contact or follow ROF-Style
WEBSITE | INSTAGRAM | EMAIL struik_laura@hotmail.com
Why LoA loves it….
At Lionesses of Africa, we are firm believers that passion really does drive profit and purpose, and that entrepreneurs who find lasting success tend to be those that live this philosophy. Laura Struik is passionate about her business and the products that are created by incredible craftsmen from South Africa who have the specialist skills to produce truly world-class boots. It is wonderful to see an entrepreneur who drives her business and engages her employees by harnessing the power of passion for craftsmanship. This is a great new brand to watch over the coming months and years and one that celebrates the unique craftsmanship that exists in the country. — Melanie Hawken, founder & ceo of Lionesses of Africa