ABOUT US
Style inspired by elegance, since 1986.
For forty years, we've curated the pieces South African women turn to for the moments that matter. From a single boutique in Vryheid to seven doors across the country, this is the Rosella story, and the women we're proud to dress.
OUR STORY
A family business, dressed for the long view.
Rosella was founded in 1986 by Guillie and Belinda Zietsman, a husband-and-wife team with a shared eye for fabric and a stubborn belief that the way a woman feels in her clothes can change her day. They opened their first boutique in Vryheid, KwaZulu-Natal, in a 70m² space stocked with pieces they had chosen themselves, one by one.
In 2005, their son and daughter, Guillaume and Ann Margaret, joined the family business. With Guillaume's eye for retail and Ann Margaret's instinct for what's next, the boutique became boutiques, and the boutiques became a recognised name in South African fashion. Today, that Vryheid store has grown to 400m², the flagship of seven Rosella boutiques across Gauteng and KwaZulu-Natal, and the heart of a brand still run by the family who built it.
In 2019, we opened our online doors, and the same considered edit has been finding its way to South African homes ever since.
OUR GOAL
One motto, one woman in mind.
If a customer feels looked after and comfortable with what she's wearing, we've done our job well.
That's been the line since 1986. Everything underneath it, the careful curation, the international and local brands, the in-store styling, and the relationships our teams build with the women who walk through our doors, exists to deliver on it.
Which is why Rosella isn't for everyone, and we like it that way. We dress women who care about how a hem falls, what a fabric feels like at the end of a long day, and whether the piece in their hand will still feel right in five years.
Maybe that's you on the way to a board meeting, looking for tailoring that holds its line from breakfast through to dinner. Maybe it's you on the morning of a wedding, hunting for a dress that will stand up to the photographs and the dance floor. Maybe it's a slower weekend, and you simply want something easy that doesn't feel like you've given up. Whichever moment is next, that's the woman we have in mind when we choose what to stock.
HOW WE HELP YOU DRESS
Stylist-led, in store and online.
Forty years of dressing women has taught us a few things, and one of them is that good style is rarely about the trend. It's about the cut, the fabric, the colour against your skin, and the confidence that comes from knowing it works.
Our boutique teams are trained to help, not to hover. Walk in, tell them what you're shopping for, and they'll bring you pieces you might not have pulled off the rail yourself. Shop online and you'll find the same point of view in our edits, our journal, and the way our pages are arranged.
BOOK AN IN-STORE STYLING SESSION
MESSAGE OUR TEAM ON WHATSAPP
READ THE JOURNAL FOR STYLING NOTES
OUR BRAND WORLD
Locally rooted, internationally minded.
We've spent decades building relationships with designers and suppliers we trust, both here in South Africa and abroad. The result is a curated mix of international and local brands across clothing, footwear, and accessories, each one chosen because it earns its place on the rail.
JOLIE
Meet Jolie, our softer line.
Designed by Belinda and Ann Margret, Jolie, French for pretty, is the Rosella range we created for slower mornings and easier weekends. The same eye for fabric, gentler in feel, friendlier on the price.
SHOP JOLIE
BEHIND THE BRAND
The hands behind Rosella.
Rosella is still run, day to day, by the family who started it. Guillaume Zietsman leads the business as CEO, Ann Margaret heads up buying and supplier relationships, and Guillie and Belinda remain closely involved in the brand they founded almost four decades ago.
SEVEN BOUTIQUES. ONE ONLINE HOME.
There’s nothing quite like seeing a piece in real life. Our stylists are on the floor in seven boutiques across the country, ready to help you find the right fit, the right fabric, and the right look for whatever is next.
ROYALTY PROGRAMME
A small thank-you for shopping with us.
Our Royalty programme rewards the women who keep coming back. The more you shop, the more you save, and the more in-store invitations and previews find their way to you.
R0 to R10 000
Bronze
3% off every full-priced item.
Your first purchase earns you Bronze, regardless of the amount. The saving starts immediately.
R10 000 to R50 000
Silver
5% off every full-priced item.
Once your total spend reaches R10 000, you move to Silver and your discount increases from your next purchase.
R50 000 to R100 000
Gold
7% off every full-priced item.
Reach R50 000 in total spend and you move to Gold. The discount increases again, immediately.
R100 000 and above
Platinum
10% off every full-priced item.
Our highest tier, for the women who have made Rosella a part of their lives.
OUR PROMISE
Proudly African. Internationally minded.
Forty years on, we still believe that style is personal, that quality should last, and that the right piece, chosen well, can carry you through any moment. That's the promise behind every rail, every fitting room, and every order that leaves our warehouse.
Style Inspired by Elegance.
Stay close to the boutique.
Follow along for new arrivals, behind-the-scenes from our shoots, and a closer look at the women who wear Rosella.
