By Mzukona Mantshontsho
WO’VERALLS (Pty) Ltd was started by a young woman who worked in the mining industry as a Geologist.
This experience turned out to be a challenge as the conventional overalls supplied in the industry are not suitable for use by women. The difference between the requirements and the actual design of the overalls made it difficult for her as well as other women around her to. Therefore, the idea of Wo’veralls was born.
The State of Small Business recently spoke to Founder and Executive Director at Wo’veralls (Pty) Ltd Rabelani Muremela about her personal, professional and entrepreneurial journey thus far.
Tell me about your early life, work history to date, professional development over the years, and your role today as Founder at Wo’veralls (Pty) Ltd.
I was born in a town called Thohoyandou in Limpopo, Venda; and I am the eldest of four daughters. My early life was pretty much fair – my parents did everything they could to make our lives comfortable and I will always be grateful for them. I went to Bergvlam Primary School and Tshikevha Christian School in Thohoyandou from grade 8 through 10 before moving to a boarding school in Pretoria where I completed my grade 11 and 12 studies. Having spent most of my childhood days in a small town in Venda, the move to a whole different province came with its own challenges, but I conquered and matriculated in 2007.
I later got accepted at the University of the Free State where I completed a Bachelor of Science with Honours in Geology Degree. The plan had always been to study medicine because I come from a family of medics; but as destiny would have it, I did not make the cut. Looking back, I am happy with how things transpired because I honestly cannot imagine myself as doctor – it is not my calling, Geology is.
I eventually obtained a bursary from Mining Qualification Authority (MQA) and could not wait to finish my studies and land my dream job. Unfortunately for me, this proved to be challenge. I found myself still looking for an opportunity to break into the mining industry a year after obtaining my qualification. I continued to apply, eventually landing a two-year internship opportunity with Sibanye Stillwater; and I am sure you can imagine how excited I was after my one-year hiatus. God had answered my prayers and I was more than excited to dive in and do what I love.
My experience at Sibanye-Stillwater was amazing yet challenging. Mining is a world of its own, it’s overwhelming yet exciting as it gives one an opportunity to learn and explore Geology in the real world. One of the key takeaways from my time with Sibanye-Stillwater is humility. I learned to be humble because as much as we hold all these qualifications, some of the people who teach us the day to day job were not fortunate enough to study like most of us.
Mining is a male-dominated industry, and as you would imagine, it could be challenging for women to adapt and thrive. But the few women along the way were doing pretty well, and I admire that about them. My internship with Sibanye-Stillwater lasted two years; and I found myself without a job, again. We study so hard and we and the people around us create expectations of how our lives are meant to turn out. Life, unfortunately, doesn’t always go as we plan. I have been unemployed for 5 years now. The idea to start Wo’veralls came about a year after leaving Sibanye-Stillwater.I challenged myself to think of something that could keep me busy as I continued to apply for other opportunities in the industry. One day, as I was going about my day, I remembered how I once complained to a friend of mine about how the overalls we wore in the mines did not accommodate us, and how I wished to see an overall more feminine. In that encounter, my friend jokily said: “Why don’t you make the change you so desperately want to see – women overalls?” We laughed it off and kept it moving. But the more I thought about the random “joke” my friend made, the more it made sense. I mean I didn’t like the current overalls. I am sure a lot of women feel the same way and I completely understand because I have been there; and voila, Wo’veralls was born.
I would not say I have given up on Geology; I have just redirected my energy elsewhere for now. If an offer presents itself, I would be happy to work as a geologist. I have taken a number of part time jobs in between that are not Geology related and continue to do so in order to make a living.
What does your role mean to you and what do you DAILY?
I am the director of Wo’veralls and run the day-to-day errands and activities. We are currently liaising with a number of organisations and discussing potential deals. We are a growing and developing company. I do not like to say small company, and this is something I learned from watching Vusi Thembekwayo’s motivational talks.
We are constantly in the process of marketing our brand across different industries and are excited about 2020. A lot of opportunities have presented themselves thus far and we hope to reach women in different industries; and help them work comfortably through Wo’veralls.
What are you currently working on and what can we expect from you going forward?
You can expect to see us everywhere. Our aim is to be wherever we can change people’s lives; impact and improve the work wear industry, especially for women. Surprisingly, men have shown interest in our overalls and hope to find comfort in our Wo’veralls in the near future.
What initiative (if implemented) would leave the greatest impact for you at Wo’veralls (Pty) Ltd?
Having a relevant platform where we can get more exposure to market and sell our brand across the world and reach all women. Continuous building of sound networks that would result in long-lasting business relationships. Funding would make a significant difference as this would allow us to impact the world on a greater scale, however this does not stop us
What would you change if you had all the powers in the world?
I would appoint more than 70% youth and graduates without giving it a second thought. There is nothing as painful as watching graduates unemployed after so many years of studying. I have been told my Geology experience is not enough. In 2018, I enrolled for a Postgraduate Diploma in Management (Business Administration) at the Wits Business School to empower and educate myself about entrepreneurship and the world of business. I had hoped to secure a job after the qualification to sustain my business, but I have been told on several occasions that I am too old for graduate programmes- I turned 30 in December 2019. This just pushes me to work harder to build Wo’veralls.
I would like to empower people and create a space that will not only benefit me but the entire community in every way possible.
What would you say are the most critical resources for your successful leadership?
Finances and the monopolised industry by companies that have been operating for years. I understand competition but also believe that there is enough ground for all of us to operate. I believe it is a matter of figuring out what your competitive advantage is and working with what you have, constantly thinking of ways to improve your product and disrupt the market.
My other biggest challenge is trying to convince companiess to give a growing and developing company an opportunity to prove themselves. Most companies although always talk about change do not like to risk giving such a company an opportunity. You need to show them they can trust a growing company and that you have something unique to offer to them. Sometimes we just need that one shot and when you get it you give it your all.
Wo’veralls is currently in a start-up phase and as such, a team of people has not been established yet. However; as we grow and scale, I believe the following will be the most critical resources for my successful leadership
Communication: it will be important for me as a leader to communicate effectively with my team and build trust,
Conflict resolution: If and when conflict arises, I will intervene before it affects team morale,
Rewarding the right behaviours: I will look into recognising excellence the right way because I am aware from my days with Sibanye-Stillwater that no one likes to work in vacuum, and
Time management.
How would people describe you as a Leader?
I am hardworking and do not back down until I get what I want. It can be annoying to the people around me, but it works for me. I like to learn from people and would like for others to learn from me. I believe leadership is about teaching and building each other in every way possible. Being a leader is about being resilient, being willing to stay at the bottom for a while and believing that every challenge we face is not permanent, but a season that will pass in due time
What is the legacy that you would want to leave by the time you retire?
Being an entrepreneur is about believing in yourself no matter what. I want women to feel empowered and capable. We endure a lot of challenges in our workplaces and communities at large, but I believe God created us for a reason. We have a purpose and resilience will get us to where we need to be. I am not where I want to be and it gets really tough, but I will keep fighting until I get there. Wo’veralls will thrive into the future and women will look at it and know that they too can achieve whatever they put their mind to. I am so grateful to God, my family, and friends for being my anchor through this journey.
How does Wo’veralls (Pty) Ltd. contribute to the community?
It makes life easier for women in the mining industry. There are already a lot of hoops that they have to jump through just to be heard and make a mark in the industry. It fulfils me to know that I am contributing positively to the community by providing a product that simplifies their lives in the workplace. I believe that when women feel good and comfortable, they will give their 100% in their job.
What have been the highs and lows in your working career?
Starting a business and being an entrepreneur is not easy. Funding is available; however, the selection criterion is highly restrictive. It has been a challenge being in business with no stable job. I am grateful that most of my alliances and partners understand this and always give me extensions to settle my accounts. The occasional rejections can be disheartening but they do not derail me. We all have to start somewhere.
What are your words of advice, inspiration, and encouragement for young people to start small businesses?
Don’t start a business because you want to make money, start a business because you are looking to make positive change to society. Your reason for being should go beyond making a profit. It has to be deeper, meaningful, and philosophical.
Believe in yourself at all times. You are all you have, besides God. Always surround yourself with people who bring out the best in you. Invest in your craft. Ask when you do not understand something, there’s always someone willing to lend a helping hand. Do your research and keep up with the latest trends. Grab any opportunity to network with both hands. This is how you build long-lasting business relationships. Always follow your “gut feel”. All mistakes are lessons, take them as such.
When you not at work, what do you get up to, including family life?
I read to expand my knowledge and broaden my horizon. Hiking gives me so much peace. Through it, I get to explore nature and see the amazing geology in our midst. I enjoy listening to radio and different genres of music. As I am Christian, I spend most of my Sundays at Church. I also like to travel to new places with my family and friends. Times spent with my little sisters are the best.
To make a booking, speak to Rabelani Muremela at +2772 581 1263 or email woveralls@gmail.com    Â
