WHEN GERALD Twizeyimana decided to venture into shoe-making, he faced sharp criticism from some individuals particularly those who still considered it as a low-class job.

He also knew a lot of challenges awaited him but was determined not to give up after realising that the sector had a huge but unexploited potential.

Twizeyimana was further encouraged by the positive feedback he got from his  clients.

He says he immediately understood that with commitment, hardwork and innovation, he could excel and build a business empire.

Humble beginning

Back in 2010, Twizeyimana, who was a dealer in second hand shoes, decided to quit his business and venture into shoe making.

"I had analysed the field of shoe-making and realised there were a lot of opportunities,” he says.

"So many shoes on the market were being imported from outside and I thought I could make a breakthrough by manufacturing new shoes that suit the Rwandan context,” he adds.

"After days of meditation, I concluded that the business was viable and worth investing in.”

"I never wanted to limit myself to repairing old shoes  as that would generate little money. My focus was to make new shoes for the local market,” he explains.

To achieve his objectives, Twizeyimana named his company Kiato Afadhali, which means ‘at least a shoe’ in Swahili.

"I wanted to contribute to availing high-quality but affordable shoes to the population thus the name Kiato Afadhali to imply ‘at least a shoe per individual”, he notes.

To start his business, Twizeyimana used Rwf60, 000 he had accumulated from his savings.

With limited skills into the field, he started working on repairing old shoes and making new ones as he learnt of new techniques by himself.

"I never attended any training in shoe-making,” he says. "What I did was out of passion, talent and the belief that a man can always achieve what he believes in,” he adds.

Sharing skills

Twizeyimana currently operates a network of three workshops in Huye District–one in the city centre, another at Mukoni on the outskirts of Butare town and a third one in Tumba Sector.

But the investor says he will soon open three other branches in Muhanga, Kigali and Musanze. 

"Several clients have been calling asking me to open shops there,” he says.

His company makes a variety of leather products which include shoes, sandals, belts and handbags, among others.

"We always try to give our clients the best. Our products have also proved to be competitive on the market,” Twizeyimana says.

To ensure that his products can compete with other leather products on the market, Twizeyimana says he makes sure what they produce is of high quality and can be bought at an attractive price.

The cost of Kiato’s products range between Rwf3,000 and Rwf25,000 and clients can order for the product they want.

"Our products are also offered with a one-year guarantee,” Twizeyimana adds.

Twizeyimana employs 23 people who work on a part-time basis.

The majority of them joined his company after undergoing a one-year training in shoe-making and repairing at his school.

Dubbed Kiato Afadhali Training Centre, the school has so far graduated more than 80 students.

"It equips the youth with practical skills that they can use to start their own jobs,” Twizeyimana says.

Each student pays Rwf191, 000 per year and is awarded a certificate at the end of the programme.

Twizeyimana, however, says he still faces a lot of challenges especially because his school is not formally recognised by the Workforce Development Authority (WDA), the national body that supervises technical schools and vocational training centres.

Jean Baptiste Nzakizwanimana, 32, a trainee at the centre and one of the employees of the company, says the skills he acquired are helping him to survive.

Nzakizwanimana, who is partly physically disabled, says: "Before I trained in shoe making I lived a deplorable life. But now I have skills which help me to earn a living.”

Secret to success

From his humble beginnings, Twizeyimana is currently a revered middle-class investor whom many call Kiato (or Mr Shoe) for his skills and passion in shoemaking.

He is a respected ‘Leather Master’ particularly among his clients and those who have come across some of his products.

His company has grown and Twizeyimana says he is looking at possibilities of establishing a modern factory that would produce modern and high-end leather products.

"I have turned my focus to establishing a factory and I hope I will be able to open it soon,” he says.

Twizeyimana says the secret to his successful journey in the shoe-making industry is rooted in his passion for his business, creativity, innovation, hard work and maintaining good relationships with clients.

But he also says he makes sure his employees "feel at home and feel like they own the business themselves.”

"I consider them my partners,” the father of three says.

"When we are at work you cannot draw any difference between me and them. I never behave like a boss but rather as their own workmate. That creates an environment of trust and ownership and contributes to the success of the business.”