OPPOSITE: Liz (top)
and Cally launched their business in 2019. LEFT: The bright yellow raincoat is a bestseller. BELOW LEFT: The new yellow gumboots are made from virgin PVC which can be recycled.
lounge of one of their homes. Liz explains that during a 10year stay in the United Kingdom, where she built a career as a social media marketing guru, she’d come to virtually live in her gumboots. On returning to South Africa, she couldn’t find anything that matched the ones she’d had there and definitely needed a pair to keep up with her outdoorsy lifestyle. Added to that was the fact that with the exchange rate and a highly volatile rand, the average landed price of an imported equivalent was completely out of reach of the average local shoe shopper. So began their journey to source the right gumboot from a local manufacturer who would not only offer a quality product, but also grow with them as they develop their
range and grow their company. From the outset, they also teamed up with local business coach Trevor Clark of ActionCOACH to build a strong foundation. “It was much like learning the alphabet in order to learn to read,” laughs Liz. “It took us almost two years from conception to delivery, and what a trip it has been. My greatest lesson has been to trust my intuition and vision. Sometimes you have an inkling that something might work and you just need to lean into that,” she says. Right now most sales are local with the majority coming in online. An export order has been dispatched to New Zealand with another to follow shortly. The partners have also added a clear dome umbrella and other related products, and intend to continue building their collection of trend-setting outerwear as they extend their sales offshore.
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FOR MORE INFO silverlininggumboots.co.za
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