About Us

Meet the heart behind the hide

Gerdine van Rooyen is a Northern Cape girl through and through. Raised in Keimoes (a tiny town near Upington that nobody knows about), she always had a lifelong obsession with shoes. But her actual career in leather happened by accident. Literally.

In 2016, Gerdine's car was written off in an accident. Without a vehicle and in need of extra income, she created a Facebook page to resell shoes. On 22 August 2016, the very first pair of shoes was posted, and Te Fraai Diena was born. The name is a perfect fit: "Te" because you are more than enough, "Fraai" because it is so charming, and "Diena" as a loving nod to her birth name, Gloudina. The logo was also thoughtfully designed to resemble her very own signature.

In the early days, selling even two pairs a month was a big deal. Things only truly took off in February the following year, skyrocketing so much that manufacturing simply could not keep up with the incredible demand! This new journey meant a lot of hard work, a trait she learned from both her parents. There were endless long nights and early morning courier runs, all while Gerdine balanced her day job and part-time studies.

Because shoes are her absolute passion, she was curious to know exactly how they were made. She completed her very first leather course in 2017 and spent her time learning the craft from experienced artisans in and around Upington. Finally, in 2021, Te Fraai Diena launched its very first self-made range. Today, every single product you see is designed and made by TFD right here in South Africa.

In 2022, Gerdine relocated to the lovely coastal town of Groot Brakrivier with her family and her right-hand seamstress to open her very first store. She is quick to give all the glory to God for the growth of the business and for allowing TFD to become a forerunner in quality, locally made leather products.

When the shoe fits

  • "Ordered online at Te Fraai Diena twice. Service was excellent, Gerdine is so friendly and assisted me with all my queries before I ordered. Both times my shoes arrived in under a week of placing my orders. Really love my Te Fraai Diena shoes. Highly recommend them."

    - Liesl Dobie

  • "I just love my Zelda sandals, they are super comfortable and beautiful. It's my second pair of shoes that I have bought and the service and experience has been great."

    - Zelda Janse van Rensburg

  • "Great quality leather shoes, very soft, comfortable and beautiful! The sizing is true to size so you can order your normal size. Gerdine is also friendly and helpful via WhatsApp. Very happy with my shoes, definitely worth the wait!"

    - Tania Basson