There’s a new wave of creators quietly becoming household names and founders, not through viral stunts or trending dances, but by turning skills into digital gold. One of the most inspiring among them is Yaya, a domestic worker based in Parkhurst who’s building one of the fastest-growing creator-led brands we’ve seen in recent times.
Named after her nickname, Yaya’s Rusks is fast becoming a staple in Johannesburg homes, dare we say, rivaling some of the most established names in the game. And at the heart of her success? A winning recipe, yes, but even more so, a gift for storytelling.
Yaya’s content is personal, heartwarming, and deeply relatable. She invites her growing community into her world through stories. From how she learnt to make rusks from Granny Gill, whose family she worked for to how she perfected the recipe over the years by making them for the families she cared for, be it the breastfeeding moms or school lunchboxes. What began as a thoughtful gesture has since evolved into a thriving business and a fast-growing brand.
Through short, honest videos and warm storytelling, Yaya shares not just how she makes the rusks, but the memories and meaning behind them. Her audience isn’t just buying rusks, they’re buying into her story, her heart, and her journey.
In just under three months, Yaya’s Instagram following has soared to nearly 20,000. What’s driving the growth is clear: authentic storytelling, consistency, and a creator who understands the power of connection.
Yaya is part of a powerful new class of creators who are reclaiming their stories, showcasing their skills, and building brands on their own terms.
Yaya recently shared she’s planning on releasing a digital cookbook with all her recipes!
