“I Have Big Dreams”: Domestic Worker Turns Passion Into Business With Viral Rusk Recipe
- Yaya’s inspiring journey began over 16 years ago as a domestic worker, a role where she honed her skills and passion for baking rusks, all while nurturing a total of nine children
- She launched her business, Yaya's Rusks, on Instagram with the strategy of her current employer, transforming a beloved family recipe into a thriving venture
- The business has since achieved rapid success, regularly selling out its weekly batches and cultivating a loyal customer base, proving that a dream can be built from passion and hard work
- Recognised for her inspiring journey as a nanny and entrepreneur, Nelia's exclusive interview with Briefly News highlights her honour as part of the 2025 Women of Wonder: The Real Housekeepers of Mzansi initiative
Source: Instagram
A delightful story of passion and determination captivated many following the launch of a new business by a beloved domestic worker.
The success of her homemade rusks, marketed through her Instagram account @yaya_rusks, has been overwhelming.
Nelia Ngulubebe, affectionately known as Yaya, has been a dedicated helper for the past 16 years. Over this time, she has worked for four families and lovingly helped raise a total of nine children. Residing in Craighall Park, Johannesburg, she is also a proud mother of two children.
Her journey to becoming a business owner began when she learned to make rusks from Granny Jill, an elder in one of the families she worked for. She has been perfecting the recipe ever since, eventually adapting it to create her unique version. Nelia has since been recognised for her incredible journey and is part of the 2025 Briefly News Women of Wonder: The Real Housekeepers of Mzansi.
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Source: Instagram
From a domestic worker to an entrepreneur
In April 2025, Yaya's dream became a reality with the launch of her business, Yaya's Rusks. This successful launch was made possible with the invaluable support and social media strategy provided by her current employer, for whom she looks after twin boys. Her rusks have become a local sensation, with batches selling out each week and a loyal customer base growing steadily, demonstrating her remarkable entrepreneurial spirit.
A calling and a dream
Yaya's journey is not just about rusks; it is about purpose and ambition. She sees her work as a nanny as more than just a job, stating:
"I love children... It's a calling to look after children."
This deep-seated affection has always driven her, even on the most challenging days. She understands the important role she plays in the lives of her employers and the children she cares for, explaining:
"I support families by looking after their children so the mothers and fathers can work and succeed."
Source: Instagram
Big business dreams
Despite her dedication as a nanny, Yaya has always harboured a personal dream of building something of her own. She shared:
"I am a nanny, but I also have dreams of building my own business to support my family and set my children up to succeed."
Her success with Yaya's Rusks serves as a powerful reminder of her advice to others:
"Look for people in your life who are willing to share their time, experience and knowledge to help you succeed."
This wisdom, combined with her hard work, has turned a simple recipe into a blossoming business and an inspiring success story. Since starting the business in April, Nelia has graced newspaper covers, been featured on local radio stations and done TV interviews.
4 Briefly News Women of Wonder articles
- Laiza Moyo transformed her life from a cottage cleaner into a respected house executive who has mentored others, built homes, and funded education for her family despite living away from her children.
- Beauty Katiyo, a domestic worker for 15 years, has built a social media presence by sharing helpful home remedies online, finding joy in her work despite its daily challenges.
- A domestic worker named Seneria Moyo overcame humble beginnings to build a better life for her family, eventually becoming a business owner whose hard work funded her daughter's education in Japan.
- A dedicated single mother of three, Mma Nthabeleng Sawa has worked as a proud and hardworking domestic worker for 18 years, finding joy in providing for her children despite low pay.
Proofreading by Kelly Lippke, copy editor at Briefly.co.za.
Source: Briefly News
