From Moletjie to the High Street: Lessons from BOMMA Sneakers by Lacia Buthane

From Moletjie to the High Street: Lessons from BOMMA Sneakers by Lacia Buthane. Lacia Buthane built BOMMA Sneakers on a simple, powerful idea: honor the women who raise and steady communities. The very name BOMMA comes from “Bo Mma,” a tribute to mothers, grannies, sisters, aunts, wives and partners. That purpose sits at the center of every collection and every post, giving the brand a voice that is bigger than footwear.

Start where you stand, then professionalize

Before there were shelves of sneakers, Buthane was painting designs on T shirts during his tertiary studies and charging for custom garments. He later ran an online boutique that stocked international labels, but pivoted when he realized he wanted to build equity in his own brand. Those steps created a builder’s mindset and a pipeline of early customers who already trusted his taste.

Root the brand in a real place

BOMMA is not faceless ecommerce. The brand is anchored at 51 Market Street in Metropolitan Centre, Polokwane, and pairs its store footprint with a fully functional site and direct WhatsApp line. That combination makes discovery easy, while reassuring buyers with a physical address and fast support.

Design a lineup with a clear story

BOMMA sells more than sneakers. The mix spans tees, golfers, hats and dresses, but the hero remains bold named sneakers like Red Dragon and Black Jaguar. Naming creates recall, while product copy focuses on comfort, durability and daily wear. The range invites entry at multiple price points without diluting the flagship category.

Turn media moments into momentum

A steady cadence of interviews and features keeps the founder visible and the mission fresh. Recent podcasts and social video clips put Buthane on record about the brand’s purpose and growth, helping new audiences meet the person behind the label. Public storytelling is not vanity for BOMMA. It is top of funnel marketing that converts.

Collaborate where your customers already listen

One of BOMMA’s smartest moves has been to meet its market in culture spaces. A recent collaboration with Thobela FM extended reach among Limpopo listeners and lent third party credibility to the brand’s message. Partnerships like these compress trust building and accelerate word of mouth.

Listen with discipline, not guesswork

BOMMA does not rely on hunches to refine products. The team gathers feedback through monthly customer surveys and Facebook reviews, then iterates on fit, color and drops. That habit turns fans into co creators and reduces the cost of avoidable mistakes.

Operate like a modern retailer

Fast courier timelines, consistent pricing content, and channel cohesion show up across the brand’s Instagram and site. Posts highlight in store availability in Polokwane, while the online shop offers national access and repeatable logistics. The result is a small brand that acts with big brand clarity.

Milestones that mattered

Buthane’s journey from hand painted tees to a house label marked a decisive shift from reselling to owning intellectual property. Formalizing BOMMA with a physical store in Polokwane signaled permanence. Launching distinct sneaker lines like Red Dragon gave customers a hero product to rally around. Media appearances and radio partnerships widened the circle. Each step compounded the last.

Challenges faced and how they were handled

The jump from curating other brands to producing one’s own is capital heavy and operationally complex. BOMMA leaned on social media to lower acquisition costs, captured feedback to guide inventory decisions, and kept quality as the north star. The founder speaks openly about choosing quality over quantity, an ethos that keeps returns low and repeat purchases high.

Actionable lessons for founders

Build meaning into your name so every product launch reinforces a story. Start with what you can make, learn from customers fast, and channel those insights into a hero product. Pair a credible address with a user friendly online store to serve both walk in and nationwide demand. Seek collaborations that concentrate your audience’s attention. Finally, publish your progress. Visibility is proof.

What comes next

With a clear mission, a physical anchor in Polokwane, and a growing catalog led by named sneaker lines, BOMMA is positioned to deepen its Limpopo base and scale digital reach across South Africa. The brand’s greatest strength remains its purpose and its habit of listening. Those are the engines that turn a local favorite into a national staple.