Fashion has always had a way of transforming people, giving them confidence and allowing them to express their innermost selves. For Prudence Ramotso, it was never just about clothes, it was about creating a space where people could feel both stylish and empowered.
Born in Sebokeng, a small town in the Vaal, South Africa, Prudence’s love for fashion began long before she founded PRUDENT. Her journey into the world of entrepreneurship wasn’t a straight line but more of a dance-full of twists, turns, and unexpected steps. Each move she made was about building something that could give women the opportunity to shine.
A Journey Born from Resilience and Ambition
“I was born and raised in Sebokeng (Vaal), where I developed a strong sense of resilience and ambition from a young age,” she shares, reflecting on the experiences that shaped her character. Growing up in an environment where challenges were a constant, Prudence learned early on that success is not handed to you, it must be fought for. But despite the hurdles, her unwavering determination and relentless drive propelled her forward.
Her educational background, though diverse, wasn’t where she found her true calling. “I studied Office practice and computing, Sales and customer service, which gave me foundational knowledge in sales, business, financial, and business management,” she explains. But as much as these formal studies provided a framework for her future, it was the lessons learned through real-world experiences that truly guided her path. “However, my true education came from the real-world experiences of building my business from scratch,” Prudence reflects. “Facing challenges head-on and learning from them played a crucial role in my growth.”
PRUDENT: The Vision Behind the Brand
PRUDENT, a brand that marries high-quality style with affordability, wasn’t just an idea, it was a solution to a gap in the market. For Prudence, fashion was always more than just clothes. “Fashion is a way of telling the world who you are without saying a word,” she says, and with PRUDENT, she’s done exactly that. Born from her love for fashion and her desire to empower individuals through style, PRUDENT was the manifestation of Prudence’s vision.
“My passion for fashion and my desire to create a brand that empowers individuals through style is what inspired me to start my company,” she shares. “I saw a gap in the market for high-quality, stylish footwear and accessories that cater to both aesthetics and comfort at affordable prices.”
PRUDENT, headquartered in Vanderbijlpark, South Africa, was initially a small venture. “At our peak, we have employed a team of 5 dedicated professionals who bring our vision to life,” she says with pride. What started as a small business has quickly evolved, with PRUDENT offering stylish heels, sneakers, sunglasses, and apparel—all designed to make people feel confident and comfortable.
The fashion industry is, however, an ever-evolving world, and Prudence has had to adapt to changing trends to keep PRUDENT relevant. “The fashion industry is constantly evolving, with digital transformation and social media playing a massive role in consumer behavior,” Prudence observes. She knew that to thrive, she would need to embrace new methods of marketing and customer engagement. “Since launching PRUDENT, I’ve had to embrace innovation, leverage e-commerce, and engage in influencer marketing to stay ahead.”
For Prudence, adaptability is key. “Adaptability is key, and I closely monitor market trends, customer feedback, and emerging technologies to refine our strategies and maintain our brand’s relevance,” she says. The rise of digital platforms has allowed her to connect with a wider audience and stay on top of fashion trends. “Being able to stay ahead and leverage the power of social media has been instrumental in growing the brand,” she adds.
Challenges on the Road to Success
The road to success, however, hasn’t been without its bumps. Prudence has faced financial hurdles, supplier issues, and the constant pressure of economic fluctuations. But these challenges have only made her stronger. “Building PRUDENT has not been without its challenges. Managing finances, securing reliable suppliers, and navigating economic downturns have all tested my resilience,” she admits.
One of the most significant lessons Prudence learned was the importance of flexibility and adaptability in the business world. “One of the most significant lessons I’ve learned is the importance of agility—being able to pivot when necessary and staying open to new business models,” she reflects. It’s these lessons that have shaped her approach to business. She also emphasizes the importance of having a strong team and support system. “I’ve also realized that having a strong support system and a motivated team can make all the difference,” she says.
A Brand with Impact
Despite the obstacles, Prudence has celebrated some major milestones. Among her proudest achievements was winning the Best Female Owned Brand of the Year in 2022 in the UAE. “One of my proudest achievements was winning the Best Female Owned Brand of the Year in 2022 UAE,” Prudence recalls. This recognition not only validated the success of her brand but also reaffirmed her ability to build something impactful on the global stage.
Adding to her list of accolades, Prudence was recognized as one of Mail & Guardian’s Top 200 Young South Africans, an acknowledgment that further solidified her leadership in the business world. Another initiative close to Prudence’s heart is PRUDENT Babe of the Week, an initiative that celebrates customers and creates a sense of community. “Our recent initiative, PRUDENT Babe of the Week, has also fostered a strong community, celebrating our customers and showcasing real people in our products,” Prudence says. This feature empowers customers to feel seen and valued, while also allowing them to be a part of the PRUDENT family.
Empowering Women and Financial Literacy
Alongside her business, Prudence is passionate about empowering women and spreading financial literacy. She has worked tirelessly to help others build their businesses and access the resources they need to succeed. “I’m passionate about women’s empowerment and financial literacy,” Prudence says. Through organizing business conferences for women and supporting initiatives like MABFinance, which offers payday loans, Prudence is doing her part to ensure that individuals have access to the financial support they need when times are tough.
For those looking to enter the business world with limited resources, Prudence offers sound advice: “Start with what you have and grow from there,” she says. “You don’t need millions to build a brand; you need vision, determination, and a clear strategy.” Prudence stresses the importance of consistency and reinvesting in your business to achieve success. “Utilize digital marketing to your advantage, network with the right people, and always reinvest in your business. Stay consistent, and don’t be afraid to take calculated risks,” she advises.
Looking to the Future
As for the future, Prudence is excited about the potential for technology to revolutionize the fashion industry. “I’m excited about the intersection of fashion and technology, especially in sustainable production and e-commerce,” she says. She is already exploring AI-driven personalization and virtual try-on technologies to provide a more interactive shopping experience for PRUDENT’s customers. “The rise of AI-driven personalization and virtual try-on technology is something I’m exploring for PRUDENT,” Prudence shares.
In addition to technological advancements, Prudence is working on new product lines, including a handbag collection with an embossed pattern and an expanded sneaker line to cater to individuals with foot conditions. “As for upcoming projects, I’m working on a new PRUDENT handbag collection with an embossed pattern and expanding our sneaker line to cater to individuals with foot conditions,” she reveals.
Reflecting on her journey, Prudence believes the most significant lesson she’s learned is the power of persistence. “No journey is without setbacks, but the ability to keep pushing forward despite obstacles is what separates success from failure,” she says. Her approach to leadership has always been about empowering and inspiring those around her. “Leadership is about inspiring and empowering those around you,” she explains. “I strive to create an environment where my team feels valued and motivated.”
At the end of the day, Prudence wants PRUDENT to be about more than just fashion; she wants to leave a lasting impact. “Ultimately, business is not just about profit—it’s about impact, and I want PRUDENT to leave a lasting one,” she says.
