Startup Story
One of the biggest challenges facing small creative goods makers and manufacturers is getting access to markets. Caley van der Kolk, founder of AYA Africa, has created a digital platform that allows small-scale makers and manufacturers to market and sell their goods online.
LoA met the impact driven Caley van der Kolk this month to find out more.
Tell us more about yourself
I was born and raised in a rural Xhosa village during the heat of Apartheid, I am intimately familiar with a side of South Africa oblivious to many city dwelling Caucasians. My early years consisted of conversing in Xhosa (my first language), school at the mission station up the road and playing with my friends (abahlobo bam) in the “lallies” - rural areas. My unconventional childhood gifted me with perspective and empathy - the keys to a curious and open mind. I possess a Business Science degree from UCT, where I attained Golden Key status and graduated top of my Honours class (2012). After working for 2 years as a strategist and researcher at key advertising agencies, I launched my yoga centric Brand and e-commerce store: www.sentiens.co.za. The entrepreneurial bug had bitten me and it was to stay.
In 2013, I made it to the National Top 3 of the soccer World Cup presenter search. This show required running commentary, in Xhosa, over a live soccer match. In 2015, I made it to the National Top 10 of the Presenter Search on 3 competition. In both cases, my language capabilities (fluency in Xhosa and Zulu) shocked the judges and the PR machine exploded. How is it possible for a normal looking white girl to speak isiXhosa so fluently? This paradox provides for daily entertainment in RSA. It also offers the opportunity to drive significant positive change. Currently, I am tackling both facets through 2 separate projects: as CEO at aya.africa and as the prime anchor on the “Heavy Chef” show. AYA Africa is a digital African marketplace that aims to integrate all African artisans into global commercial circuits. In late 2016, AYA made it to the National Top 5 of the International The Venture competition, and I was the sole female social entrepreneur to progress this far. The Heavy Chef show celebrates prominent people that do across the African continent via short, punchy interviews in studio. My speaking capabilities include presenting on South Africa’s unique challenges and opportunities, delivering research and insights on a broad range of topics, and being a dynamic MC to a diverse audience. I also have an inspirational talk on her own origin story, growing up in the Transkei and being the only white girl in a rural Xhosa school.
“As SME's, the lifeblood of the African economy, many of these creative goods makers do not have the budget, skills, time and content creation scalability and nouse, to pivot online, and gain attention, in order to survive and play in the 4th Industrial Revolution.”
What does your company do?
There exist many talented creative goods makers across the African continent, operating in isolation, and many without a digital presence. The artisanal goods space is, however, the second largest employer on the continent; 2nd only to agriculture. As SME's, the lifeblood of the African economy, many of these creative goods makers do not have the budget, skills, time and content creation scalability and nouse, to pivot online, and gain attention, in order to survive and play in the 4th Industrial Revolution. AYA is a digital platform that allows these small-scale makers and manufacturers to market and sell their goods online, under a central brand umbrella, with a consistent narrative (story). We help our makers get online, and create an optimal brand presence to be seen in a highly competitive digital world. Content creation meets Marketplace is thus the AYA offering.
What inspired you to start your company?
I am deeply moved by injustice in the world. When I see talent that should and can be exposed to the global arena, I need to step and help in any way I can. In the 4th Industrial Revolution, we have a rare gap to fix injustices of the past. Unfortunately, Africa has long been ignored by the capitalistic systems - only to be painted in the light of "poverty" and "aid" - this is simply incorrect. I am driven wholeheartedly to help frame the correct narrative of Africa, and AYA Africa has been born from this need. As someone who was raised in an African village during the heat of Apartheid and someone who speaks African languages, I have a varying perspective on the continent. Africa simply must be included in the 4IR - and the creative economy is the sector that must drive this inclusion.
“AYA is a digital platform that allows these small-scale makers and manufacturers to market and sell their goods online, under a central brand umbrella, with a consistent narrative (story).”
Why should anyone use your service or product?
Content. We blend a functional marketplace backend with art, to grip customer attention. In a world where it is increasingly difficult to gain attention, art is the way to stand out. Our canvases are all the social media and digital outlets we feature our work to drive back to the central AYA asset. A digital product alone is not enough - one needs to grip attention for that product and the only way to do this is through visually appealing work - content- art - and our team is built to be able to produce this "digital art".
Tell us a little about your team
We are a diverse team, directly representative of what a new age tech business from Africa should look like. Female CEO, who speaks African languages, female Creative Director, with 8 years’ work experience in NYC. All under the age of 32, digital nomads, from 4 different countries, and thus able to piece together tech products in an innovative manner, with global perspective; bridging work on the ground in Africa with media connections and market in NYC; the gateway to USA. 3 women and 5 African men in team, thus challenging the “white male” dominant culture in tech startups. The unique perspective, across genders, and geo location is key for a team to build an authentic African marketplace. It also means we can scale into other African countries as we have reps on the ground in 5, with longstanding connections in each place.
CEO Caley - speaks 3 African languages, has a background and connections in media space. Very strong in sales arena. As a woman in tech space, this is a key USP for AYA.
Head of Product Nii - 10 years in web build and design, 5 years’ work at an African payments gateway, growing a startup, thus valuable lessons in African payment space - as well as in business build. Nii is exemplary on tech and systems building.
Creative Director Isabella - experience in NYC as CD who has walked major fashion runways. Can advise CD on ground in Africa and connect to NYC trends at same time, thus connecting 2 worlds. Isa is also a product designer (AYA house brand, in time).
Business dev. Praise - connected to JHB creative space. Young, UN youth entrepreneur ambassador, experience speaking in front of 400 people, in ZA and abroad. Finger on pulse of ZA creative scene and Gen Z media consumption.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
It started in 2016 as an idea called Artisans in Africa - where we began developing an in-house brand that brings artisans into global economy via modern product design. We were 2 of us on the team back then. Highlight was that our first video was featured on Discovery. We also made it to the National Top 5 of a social entrepreneur competition in South Africa. However, at the time was a side project for 2 people as bills must be paid. I was building a network at the time through acting as interviewer and presenter at a company called Heavy Chef - in order to learn entrepreneur lessons that we will plug into AIA. In 2019, end of 2019, I left that job to pursue AIA full time. Synchronicity rained down and Isa was sent our way, a creative director from New York City, with experience in product design. From AIA, we became AYA and a team of 3 was born. With the addition of Isa on creative side, we were able to move AYA to pre seed round, and attain a 4th team member. During the pandemic we have continued to build in focused, full time manner. Timing is good as SME's are needing digital outlet and we happen to have been testing model, making mistakes, re trying since 2016, so are now ready to scale
Do I come from entrepreneur background? Yes, my parents have built a business from nothing. I have always been drawn to the act of creating things from nothing. I am disinterested in things already in existence, built by someone else's thought process. I have a great love for building new things.
“We help our makers get online, and create an optimal brand presence to be seen in a highly competitive digital world. Content creation meets Marketplace is thus the AYA offering.”
What are your future plans and aspirations for your company?
B2C - attain over 1000 SME vendors in RSA (6-month plan)
Move into Ghana as a next African country (1 year)
Role out AIA House Brand products (1 year).
Attain key B2B clients in London and New York; fashion centers, that will propel B2B sales and thus production on ground in RSA (Africa). Not Amazon, marketplaces like Faire that grasp slow fashion and the need to preserve heritage (1 year).
Continually work to raise the Made in Africa label on a global arena; in a sustainable way (5 years)
Hire a country manager in key African countries we operate in and shoot lookbooks in these African countries that promote a Pan African narrative, making use of African Trade Union to propel trade in intra African setting (5 years).
Hire women, black people and neurodiverse humans to ensure we are an inclusive workplace.
What gives you the most satisfaction being an entrepreneur?
Creative freedom.
The ability to build teams filled with people who are often excluded from the workforce.
The ability to choose your colleagues - choose your closest perspective.
The ability to fix archaic systems.
The ability to do work that has a point. Money is not the point to this existence; a better world for all is.
As an entrepreneur, we can add our voice to the systems and change them.
What's the biggest piece of advice you can give to other women looking to start-up?
If you’re not 100% committed to your vision, don't start.
This job requires more than passion - it requires an internal commitment between you and God to push through the times when it seems you can no longer go on (these times are more often than the times you think you can). Don't dwell on your vision, rather start DO-ING and see if you are cut out for it. Most people quit too soon because it is too hard - so see if you are one who will push on - rather know early on.
Contact or follow AYA Africa
WEBSITE | FACEBOOK | INSTAGRAM | YOUTUBE | EMAIL caley@aya.africa
Why LoA loves it….
Africa has a wealth of creative talent in the makers and manufacturers space, but often these SMEs remain small as a result of not getting access to key markets to showcase and sell their goods. That’s not good for them, their businesses, or the local communities they want to economically contribute to. Caley van der Kolk and her team at AYA Africa are looking to change that through their content-driven digital platform that allows small-scale makers and manufacturers to market and sell their goods online. Caley’s passion and commitment to making impact happen in the lives of Africa’s creative makers and manufacturers is a game-changer. — Melanie Hawken, founder & ceo, Lionesses of Africa