33 minutes. That’s how long it took for Yaya’s entire batch of rusks to sell out… and the internet can’t stop cheering her on.
Johannesburg, South Africa (22 June 2025) – It’s the kind of update that makes you smile with your whole face. The kind that warms you from the inside out. The kind that feels a little like dunking a rusk into a cup of coffee on a chilly morning.
Just two weeks ago, we shared the story of Yaya’s Rusks, a small, heartfelt business run by a nanny-turned-baker in Parkhurst. And now her Instagram page has skyrocketed past 20,000 followers, a video of her joyful tears after selling all her rusks in just 33 minutes has gone viral and South Africans (and the world) are rallying around her like old friends gathered around a kitchen table.
Her latest Instagram post is simple. No hashtags. No bells and whistles.
Just: “You did this ❤️❤️❤️ tag a friend who needs Yaya’s Rusks in their lives.”
And if the post doesn’t tug at your heartstrings, the comments will.
“Yaya – you truly are an inspiration! Watching you and your team pour your hearts into this has been so special. Yaya’s Rusks are so much more than just delicious treats – they’re a beautiful reminder that when you put yourself out there and share your passion with the world, amazing things happen.”
“Yes Queen!! You deserve all the success, respect and happiness.”
“I’m going to fly all the way from Connecticut USA to get some of those rusks!!”
“Hello from London! Wish we could order your rusks from here but when we are in SA again I’ll be definitely putting in an order!”
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Yaya’s story started with a dream and a borrowed recipe. She learned how to bake rusks from Granny Jill, a matriarch in one of the families she worked for, and has been perfecting them ever since. Over the past 16 years, she’s helped raise nine children, always baking along the way, feeding tired parents and peckish little ones.
“I used to bake them for moms doing midnight feeds, school lunchboxes and hungry little tummies. Now, I’m sharing them with more families,” Yaya said, reflecting on how her side hustle has grown.
With a little help from her current employer, she launched Yaya’s Rusks on Instagram, hoping to make a few extra sales. But what she found was something even more beautiful… connection, celebration and community. And let’s be honest… rusks aren’t just food. They’re memories. They’re moments. They’re part of our heritage. Whether it’s buttermilk or bran, with raisins or oats, these crunchy, dunkable bites are stitched into South African mornings and memories alike.
Yaya gets that. And it’s why her brand is resonating beyond the biscuit tin. It’s not just about selling rusks, it’s about sharing warmth. Sharing care. And sharing a little bit of home, one dunk at a time.
If you want to support her journey (and trust us, you do), give her a follow on Instagram and tag a friend who needs some of Yaya’s rusks in their life.
Go Yaya!
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