The Sunday Mail
“In our society, the women who break down barriers are those who ignore limits.” These words sum up 23-year-old Paula Mazvita Marowa’s (PM) philosophy. A self-starter who has managed to pull herself up by the bootstraps, Marowa is the founder and director of Rukanda Pride, a business which produces hand-crafted leather items that include bags, wallets and shoes. In an interview with The Sunday Mail Business (SM), she talked about her journey as a young female entrepreneur.
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SM: Tell us about your life before becoming an entrepreneur.
PM: Before becoming an entrepreneur, I worked in Victoria Falls for a year. I came back to Harare and worked for a company called Vision Consultancy Africa as a call agent. I took money out of my savings and started my entrepreneurial journey by going to South Africa to get baby wear and sell from Kwame Mall.
I grew out of Kwame Mall and found opportunities in the leather industry. I had a strong wish to develop unique leather footwear for men that could compete with globally recognised brands like Gucci, Timberland and Luis Vuitton but for half the price.
So, I started learning the ropes from a friend in 2016, running for two years, until I registered my business, Rukanda Pride, in January 2018.
SM: Tell us about getting the business up and running.
PM: Well, I started in 2018 with the production of shoes only. I adopted a model where a customer pays half deposit, then the balance on collection.
The deposit would cover a huge percentage of the cost of production. At that time, I didn’t have any machines, so I’d outsource the production service.
However, I managed to grow and acquire a few machines through bootstrapping. I grew the product portfolio with time and now we produce bags, shoes, wallets, belts and folders, among other items.
Sales started growing slowly at first as it was difficult competing in a niche market dominated by large retailers such as Truworths and Edgars and even cheaper low quality imports, but this would not deter my vision to open my own factory.
SM: What motivated you to do what you do?
PM: The need to take care of my little sister at that time. I needed a sustainable business that would ensure at least food on the table and cash for fees and to meet our general basic needs.
However, I became so passionate about the leather business that it ceased to be just a hand-to-mouth issue. I was concerned about growth and changing lives.
SM: What is the potential in this line of business?
PM: Through trade fairs, we continuously realise the hunger for genuine leather products, locally and internationally. Zimbabwean leather is of high quality and is, therefore, highly appreciated.
The global leather goods market size was valued at US$394,12 billion in 2020 and is expected to grow at a compound annual growth rate of 5,9 percent from 2021 to 2028.
The market is mainly driven by rising consumer disposable income, improved living standards, changing fashion trends and growing domestic and international tourism.
The rising demand for comfortable, trendy and fancy leather apparel, footwear, and accessories, along with growing brand awareness, is expected to have a positive impact on the market.
Attractive and luxury leather products are often viewed as a style statement and status symbol.
The rising demand for contemporary designs offered by prominent international brands such as Giorgio Armani, Burberry, Prada, and Dolce & Gabbana is driving the demand for leather goods, including apparel, footwear and accessories.
SM: What marketing initiatives do you use to grow the business?
PM: Social media marketing has been our greatest initiative. With the rise of social media usage within our target segment, I started advertising my products on social media and soon sales started increasing steadily.
From trying to sell just two pairs a week, we soon started getting orders from people I never thought I’d meet in my life and we eventually started producing between 100 and 120 pairs of men’s shoes in a month.
As my clientele grew, so did the demand for other leather products such as bags, wallets and belts. Eventually, I moved my small manufacturing concern from Chitungwiza to Eastlea, where I grew capacity and workforce.
Currently, Rukanda Pride uses the brick-and-click business model, which comprises a physical store and a digital platform that also caters for delivery, employing six employees and is open six days a week.
SM: What are some of the key lessons you have learnt throughout the journey so far?
PM: You need to grow a thick skin, especially if you’re a female in a male-dominated industry, and never be afraid to take risks. Maintain quality.
Leather has a lifetime guarantee, so we need to give our clients a lifetime experience of great quality. They should be able to enjoy Rukanda Pride products even after many years. Never give up. Rome wasn’t built in a day. Continuously learn and apply innovation.
SM: Do you have expansion plans for the business locally and internationally?
PM: Definitely! We seek to grow, expand and be innovative enough to deliver remarkable real leather products to satisfy today’s customers within the borders of Africa and beyond.
Our aim is to tap into the export market through trade fairs and trade missions and occupy a bigger share of the local market.
SM: How much of a role did/is ZimTrade playing in your journey?
PM: ZimTrade is playing a huge role in my entrepreneurial journey as we get to have export training through Eagles Nest, trade fairs, introduction to international buyers and advice on how to grow and expand our businesses.
