In 2003, Ronel Jordaan®, having been a textile designer for 26 years, began researching the possibilities of using felt as a creative medium. Entirely self taught and following her own creative instincts, she began to turn fine gossamer thread into robust felted forms.

By patiently rubbing and coaxing threads of pure wool into shapes in nature that inspire her, she found her direction and started a small home industry. She trained a handful of women to help her. Recognized for their originality and design uniqueness, her creations found an immediate market. Consistent with being inspired by nature, the Ronel Jordaan® label is equally harmonious with nature; processes implemented in the workshop are all ecofriendly.