Meet Gail Geraghty, Founder of los lappies, whose journey from PR and e-commerce to entrepreneurship led her to create a locally designed, plant-fibre alternative to traditional dishcloths. Inspired by the need for a more sustainable, practical solution, Gail has grown los lappies from a simple idea into a range of everyday cloths, XLs, gift sets, collaborations and reusable Face Rounds. In this #WIB feature, she shares her entrepreneurial journey, the inspiration behind the brand and the lessons she has learnt along the way.
1. Please tell us about your career journey and what inspired you to establish los lappies.
I suppose I’m something of a serial entrepreneur. I started in PR before moving into e-commerce with Reusetarian, which offers premium reusable products for home and on-the-go. That experience keeps me looking for innovative products that outperform existing options.
When I discovered plant-fibre dishcloths, I was amazed by how absorbent, quick-drying, and fresh-smelling they were. Everyone understands a ‘lappie’, so the name felt familiar and practical. I began experimenting with designs and screen-printing them locally in Cape Town, and los lappies took shape. It really was love at first wipe.
2. What gap in the market did you identify, and how has your business evolved since its launch?
I saw a gap for a cloth that performed brilliantly without being plastic-based, disposable, or permanently damp and smelly. los lappies are made from plant fibres, dry quickly, and can be washed repeatedly. We began with the original everyday cloth and have since added XLs, gift sets, custom collaboration designs, and reusable Face Rounds for cleansing and makeup removal.
3. What has been one of the biggest challenges you’ve faced as an entrepreneur, and how did you overcome it?
One of my biggest challenges has been helping people understand a product they need to touch, wet, and use. Markets and trade shows have been invaluable because I can demonstrate how much a lappie absorbs and how quickly it dries. I see challenges as opportunities to pivot or learn – an essential mindset when you are wearing every hat in an organisation of one.
4. What achievement or milestone are you most proud of in your business journey?
I am most proud of the response from South Africans and the loyalty the product has earned. los lappies was unfamiliar to many customers, so education had to come before purchase. Seeing people return, recommend the product, and make it part of their everyday lives gives me enormous encouragement to keep pushing forward.
5. How would you describe your leadership style, and how has it changed over the years?
When I co-owned a PR agency, we had a sizeable team, and I loved the collaboration. My leadership style has always been: ‘Here’s the idea, run with it.’ I work best with proactive, self-directed people who value creative freedom. Over time, I have also learnt to recognise when someone needs clearer structure, more guidance or regular reassurance.
6. What role has innovation played in helping los lappies remain relevant and competitive?
Innovation is built into the cloth itself. Made from plant fibres, an OG can last upwards of six months, depending on use and care, and be composted once worn thin. One cloth can replace disposable plastic cleaning cloths and 15 rolls of kitchen towel. This journey from plant to practical product and back to earth keeps los lappies relevant and competitive.
7. How do you balance the demands of running a business with your personal life and wellbeing?
I don’t achieve balance every day, and I doubt anyone does. Building a new brand demands constant effort and flexibility, so my mind is often on the next item on the list. I try to step away from screens, move my body, and laugh as much as possible. Rest helps me make better decisions, so I see it as part of the work, not time away from it.
8. What advice would you give to women who are considering starting their own business?
Start before everything feels perfect, but be clear about the problem your business or product is solving. Speak to customers early, listen carefully, and let what you learn shape the business. Don’t wait for permission or complete confidence; confidence usually follows action. Most importantly, trust your gut.
9. Have any mentors, experiences, or lessons significantly shaped your entrepreneurial journey?
My customers and a few costly mistakes have been some of my best teachers. Their questions show where our message is unclear, while repeat purchases reveal what is working. Across four businesses, past and present, I’ve learnt through experience. Deep dives are my secret weapon; I love learning new skills and believe a leader should understand every part of the business.
10. What trends or opportunities do you see shaping the future of your industry?
I see growing demand for practical products that reduce waste without compromising performance or convenience. Customers are more open to trying new things and reconsidering familiar habits, even something as ordinary as the cloth they use to clean a kitchen counter. That creates opportunities for products that work brilliantly while offering a more sustainable alternative.
11. What exciting projects or developments can we expect from los lappies in the coming months?
We’re continuing to take los lappies beyond the kitchen, with more reusable products, locally inspired designs and collaborations in development. Our Face Rounds opened a new category, and the recently launched King Protea set is just the beginning.
12. Finally, what does being a successful woman in business mean to you?
Success means building a financially sustainable business that reflects my values and is genuinely useful in people’s lives. It means creating work I am proud to put my name to, supporting local production, and helping customers reduce waste through an easy everyday choice. For me, success also means building the business without losing sight of life beyond it.
