Irma van Rooyen’s life is driven by her creative instincts. What started as an idea has changed and enhanced many lives. DIANE DE BEER speaks to a woman who didn’t only have a dream, but turned it into reality called Kaross:
When Irma van Rooyen and her husband started farming in the Letsitele region (nearest town Tzaneen), their life took an unexpected turn.
It wasn’t part of their dream from the start, but once they decided this was their future, it was all systems go.
Growing up in a creative household, art was always part of Irma’s destiny. That was what she studied, with sculpture and mosaic all part of the programme. At home, her mother gave embroidery classes, all their clothes were made and fabulous food was what the family enjoyed.
Irma van Rooyen, Kaross dreammaker.
Once the Van Rooyen’s had bought their farm, their focus shifted. Irma had three young children to raise, but when you meet her and get to know her, you witness her creative mind always at work.
It didn’t take long for her to realise that there were many women dependent on the farm, but once they had done the work required from them, there were many idle hours that could provide them with a better as well as in this instance, an income enhanced by creative and skilled work. It’s always been Irma’s lifeforce and she hoped to multiply that gift.
They had already transformed an old farmhouse on the property into Irma’s studio where she would paint and create. She understands what creativity does for the soul. Not only would those participating receive better salaries, they would also gain in dignity and pride for what they were creating.
Kaross embroiderers at work: Shella Mathebula, (left) and Thandy Mongwe
Thus Kaross was born to fight not only the idle hours but also to benefit the community. When you read their mission statement on the Kaross website, the Van Rooyen couple’s strong sense of community was part of the farm’s ethos from the start in 1984, both as a family and as a citrus growing enterprise. They believed in working together with their colleagues, employees and community to create a sustainable environment in which everyone can benefit and grow.
That is clearly visible when you visit the farm and the Kaross workshops. Irma is the artist and once she understood that she could do something for especially the women, embroidery immediately featured. Initially five women were keen to get started. Embroidery is a traditional skill of the Vatsonga and Northern Sotho people and through Kaross, Irma revived the skill by making it commercially viable.
The embroiderers were encouraged to tell their own stories and the hope was that a market for their goods would develop organically. Irma jumped in with drawings at the beginning and she’s still involved on that level. What started out with five women on a blanket embroidering has turned into a thriving business and today Irma’s daughter Janine Pretorius also involved.. And when you see the goods available on the market, they have developed their own style and a quality that speaks for itself.
For Irma it was always about improving lives and offering the tools to people who wanted a better life. These days, there’s hardly anywhere in the region that you won’t find someone sewing – men while waiting on a tractor or children sitting in their yard at home.
She is the perfect embodiment of someone who knows that to make a difference, you have to be the difference. What started out as a business that created bread and butter products has become a creative hub with Irma’s daughter Janine in charge of the workshop on the farm which also includes a restaurant and a gallery where their magnificent work is on sale.
Kaross is a name to be reckoned with and they are sold across the country. It makes your heart sing.
They are commissioned to do large projects and Irma is always on the lookout for new ideas. Her role is now focussed on the creative side and she is very involved for example with the colours they use, the designs selected and future possibilities. The marketing side is as valuable with everything that entails.
The success of Kaross has meant the establishment of the non-profit Kaross Foundation in 2017 with the main objective to identify, fund and implement projects that will result in a sustainable improvement in the quality of both Kaross and Group 91 Uitvoer’s employees (those working on the farm and who are part of the citrus business).
They invest their time in especially the education sector and partner with six local high- and primary schools in the region so that they are constantly improving the quality of education offered to the young learners.
It has become a South African success story that now employs 1 000 embroiders in the Letsitele/Giyani area. But that also implies huge organisation to get the work distributed, to run what has become a huge business on which many people depend and thrive. And many of the family are involved. It shows. Their best advertising and marketing is the product, the creativity and the quality.
When you meet Irma, you quickly realise that this is a woman with vision. She is also someone who goes about her work softly but her spirit is infectious. And probably now that she is mostly at work on the creative side, she is flourishing.
It is easy to stand back and view what they have done and are doing but what Irma has achieved is astonishing. Not only did she want to help the people around her, she wanted to establish a sustainable business that would make huge impact on the lives of her community – it does and it shows.
She speaks with warmth about the embroiderers who arrive at her studio to show what they have created with finished projects. “They’re so proud,” she says. That is when she realises the difference Kaross has meant in the lives of others.
She is also excited by all the work that has been done, the Mandela and Aids hangings, the artists that have been trained to provide the scenes that are embroidered, the work that was done to tempt tourists with for example scenes of the Big Five. But what probably thrills her independent spirit most is that the ownership of Kaross has always been that of those participating on whatever level.
Kids can go to good schools that have been made available, incomes have been established and grown, and more than anything, creativity is something that benefits everyone.
Many of us have dreams of doing something for others. It’s when like Irma van Rooyen you go ahead, put in the hours, travel the miles and simply go the whole way to make it work and be sustainable – then you make a difference.
Go and have a look at the Kaross website and lose your heart:
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