The Daily Telegraph:
A sock called a Mock has made Lara Solomon a finalist in the 2008 Telstra Business Awards at a national level.
Winners will be announced at a gala dinner attended by Prime Minister Kevin Rudd at the Hilton Hotel, Sydney.
Making and selling socks to protect mobile phones was not new, but the way Ms Solomon’s company, LaRoo, has gone about its business is one of the reasons for her being a finalist.
“I saw them for sale in Thailand and thought they were a good idea but they were very poor quality,” she said.
“We’ve innovated a lot with the product, we’ve got more than 60 designs and we’ve done a lot to gain brand awareness in a short space of time.”
“We’re already selling them in the UK, and next year we’re aiming for the US market.”
“Wherever we sell them, they’ve been very successful. And it helps that they’re one size fits all,” she said yesterday.
“Even though the function is to protect the phone from scratches, they’re very fashionable. Because many phones look alike, they give the phone owners a sense of identity that they have chosen.”
In the past four years, LaRoo has sold more than half a million Mocks, which can be used to protect iPods, MP3 players and digital cameras.
Photo by LaRoo Pty Ltd.