She’s featured in the SA Fashion Handbook
for two consecutive years and counts SA Fashion Week founder, Lucilla Booyzen, as a client. YOLANDE ROSE’S sleepwear has provided sweet dreams since 2016.
Unlike other children who climbed trees or played with toys, Yolande Rose’s favourite game was playing ‘business’. She’s now the programme manager at an FMCG company and runs Rose Creations Sleepwear on the side.
‘My first “business” was called Seal Company, and I did just about everything: advertising pamphlets became product catalogues; a blue plastic till rang nonstop; I had a makeshift phone to reach my main client, my mom, who had to be within hearing distance. This usually meant me being under the kitchen table while mom ironed or cooked. It was the busiest yet most successful onewoman operation!’
Over the years Yolande ventured into corporate roles in different industries across the globe. This international experience entrenched her love for shopping, particularly for quality purchases.
‘I had a New Year’s tradition of wearing new sleepwear to see in the year. One year I went searching for high quality, sophisticated, and well styled cotton sleepwear. I didn’t find what I was looking for, so I decided it was time to make my own quality nightwear.’ With Rose Creations, Yolande wanted to bring to life her vision and interpretation of top quality fabrics and well-tailored garments in classic and sophisticated styles, with vibrant and playful colours. ‘Our look is classic yet playful, with discreet sex appeal. We don’t generally repeat fabric colours or patterns, so garments are mostly limited. Our clients love the colours, the feel of the fabric, and the discreet sexiness in some of our pieces.’
At first, Yolande invited friends and family to private pop-up events at her home. She has since expanded to an online store and attends several markets.
‘The work for markets starts months before, and I’m constantly on the lookout for those that are right for my brand. A few days before a market day I research the type of people who visit as this helps me decide on the garments to take along. I also have to remember to charge my card reader, phone and power bank. A few weeks before the market I do as much social media advertising as possible.’
With no additional resources to cover support functions, it makes the work for Rose Creations more demanding, especially as she has only one part-time employee, who is the company’s operations manager. ‘I also have support from my husband, brother, parents (who are supply chain managers and oversee stock take and sometimes manage distribution), and my two-year-old son Haile who lets me work inbetween nap and feeding time.’
Yolande was particularly proud to be at the SA Fashion Week Pop Up event in 2017 and was invited to submit products for a Sunday Times fashion spread within one year of operation. ‘The most fulfilling part of it all though, is going from just thinking about Rose Creations to actually making it happen. Every time someone makes a repeat purchase, I feel successful.’ Rosecreations.co.za