What started as a small baking project during difficult financial times has grown into a thriving business for Parkhurst nanny Nelia “Yaya” Nglube. Through determination, consistency, and community support, Yaya has transformed her homemade rusks into a recognised and growing brand loved by customers across Johannesburg.
After Yaya’s Rusks gained attention online last year, demand for her products increased rapidly, allowing the business to expand sooner than expected. Today, Yaya’s Rusks supplies customers beyond local deliveries and continues attracting new supporters through social media and word of mouth.
Growing Demand Leads to Expansion
As orders increased, Yaya realised she needed additional support to keep up with the growing demand. In August last year, she brought another baker, known as Mamamac, on board to assist with production.
Mamamac, who is based in the Western Cape, now works alongside Yaya to help fulfil customer orders while maintaining the homemade quality customers have come to love.
The business has also secured stockists at Garden Fresh in Parktown North and Astron Energy in Parkmore, marking an important milestone in the growth of the brand.
Customers can place orders online through Yaya’s Instagram page, @yayas_rusks, while local customers also have the option of collecting their orders directly from her.
Building a Brand With Bigger Dreams
One of Yaya’s proudest achievements has been officially registering Yaya’s Rusks as a company, a move she says brought her one step closer to achieving her long-term dream of opening her own bakery.
Despite the rapid growth of the business, Yaya continues balancing entrepreneurship with her work as a nanny, a role she says she still enjoys deeply.
“I’m baking and taking care of kids, so I make sure to manage my time accordingly,” she said.
Unlike the early days of the business, when customers could only place orders on certain days of the week, Yaya’s Rusks now accepts orders at any time, with deliveries usually taking around three days.
More Than Just Rusks
Yaya’s passion for baking has expanded beyond rusks alone. In December last year, she launched her first online cookbook, Yaya Bakes, featuring recipes she has developed over the years.
Following the success of the cookbook, she is now preparing to release a second book focused on family meals.
Yaya is also exploring the possibility of offering online cooking and baking lessons for beginners, opening another avenue for sharing her skills and inspiring others.
Social Media Recognition and Community Support
As her profile continues to grow, Yaya says she is often recognised by people who follow her journey online. Many customers now place weekly orders and continue supporting the business regularly.
She credits much of the business’s success to the support system around her, especially Kate, who assists with managing the brand’s social media presence.
From baking a few packs of rusks to survive difficult circumstances to building a flourishing business with loyal customers and expanding opportunities, Yaya’s journey continues inspiring many South Africans to pursue their dreams despite challenging beginnings.
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