Aishwarya Bedessy

What does your company do?

Yayarar is South Africa’s first and only fully online, customisable Eastern wear brand, proudly built at the intersection of tradition, technology, and African innovation. We specialise in made-to-measure lehengas, sarees, and bridal outfits offering South Africans a seamless way to access luxurious Eastern fashion that is tailored, exclusive, and culturally resonant. As a female-founded, digital-first business, Yayarar is helping to reshape the future of fashion in Africa. By removing the overheads of brick-and-mortar retail, we deliver high-end custom garments at accessible prices while maintaining quality, craftsmanship, and a personal touch. Our social media presence has played a powerful role in our growth, with over 19,000 followers on Instagram and nearly 10,000 on TikTok. These platforms have helped us build a loyal, engaged community of fashion-forward customers across the country, particularly young South African women seeking both cultural connection and modern self-expression. We are more than just a fashion label, we are part of Africa’s rising digital economy. Yayarar supports local seamstresses, creatives, and content producers while empowering women through both representation and opportunity. Our vision is to take African-born Eastern fashion to the world,driven by innovation, authenticity, and a deep love for the cultures we represent.

What is your biggest success?

My biggest success has been building Yayarar into South Africa’s leading online destination for customisable Eastern wear,as a solopreneur, without external funding or a physical storefront. I’ve grown the brand through social media, reaching over 19,000 followers on Instagram and nearly 10,000 on TikTok, while offering a unique blend of tradition, convenience, and modern luxury. This journey has earned me national recognition, including being named one of the Mail & Guardian’s Top 200 Young South Africans, featured on Insider SA, and described as a “one-woman wealth spring of entrepreneurial flair.” Through Yayarar, I’ve not only built a business, but helped reshape how Eastern fashion is accessed, celebrated, and personalised in South Africa.

What has been your biggest hurdle?

My biggest hurdle has been building and scaling a high-touch, custom fashion brand as a solopreneur in an industry that traditionally relies on in-person relationships and physical retail. From managing product sourcing, customer service, content creation, and logistics,to educating a market still unfamiliar with online Eastern wear,every part of the business has required my direct involvement. Without a full-time team or external funding, I’ve had to wear multiple hats daily, often juggling growth with operational survival. Despite this, I’ve built a trusted brand with a loyal customer base, using social media and digital tools to turn limitations into creative advantages.I also head up social media in a corporate environment full time. I think theres a whole generation of young people in corporates as well as running their own businesses and I think more light needs to be shone on them.