Aishwarya Bedessy, 29, pioneered Yayarar South Africa’s first fully customisable social commerce store and is head of social media at Ignition Group. She spearheads social media strategy and helps businesses achieve their goals and thrive in the digital economy. The achievement Aishwarya is most proud of is starting Yayarar at the age of 24, during the Covid-19 pandemic. Proving the naysayers wrong, she built a remote business, conducting consultations and measurements virtually. “My customers trusted me, a fledgling entrepreneur, to create their dream wedding outfits,” she says. She is “thrilled” about Yayarar’s new partnership with Phoenix Animal Care and Treatment Centre, launching the campaign Hit Paws On the Noise before the Hindu festival of Diwali, featuring animals in need and educating people about the use of fireworks. Five percent of every sale goes towards supporting the organisation. Throughout her career she’s encountered the challenge of age. “Despite possessing the skills and experience, backed by tangible evidence of success, I’ve often had to work harder to prove myself due to being younger than my peers in similar positions,” Aishwarya says. To overcome this, she relied on her unwavering dedication to producing outstanding results.
Starting Yayarar at 24, in the pandemic, is my proudest achievement. Despite the doubters and naysayers, I built a remote business, conducting consultations and measurements virtually. Many thought it was impossible but I proved them wrong. My customers trusted me, a fledgling entrepreneur, to create their dream wedding outfits — some would say, the most important outfit of their life! This journey taught me that anything can be learned, and age is not a barrier to success. Most importantly, it showed me that listening to the naysayers and doubters will only hold you back. In today’s digital age, skills are just a tap away. Embracing this mindset, I continue to learn, adapt and evolve with the industry and environment. This philosophy has been instrumental in Yayarar’s success, and I believe it’s the key to our continued growth and achievements. I’m proud to have taken the leap, silenced the doubters and proved that with determination, hard work, a solid understanding of the digital landscape and a whole lot of heart, anything is possible. Through Yayarar I was able to join forces with Phoenix Animal Care and Treatment Centre and launch campaigns such as Hit Paws On the Noise which launches before the Hindu festival of Diwali. This features animals in need and also educates communities on the use of fireworks and on culture.
I believe that I am a culmination of many people in my life. However, my mother, a paragon of character and selflessness, has been a constant source of inspiration and guidance. Her unwavering integrity and compassion have instilled in me a strong moral compass and a commitment to making a positive impact. In addition, the fictional character Dr. Gregory House, with his exceptional problem-solving skills and meticulous attention to detail, has taught me the value of critical thinking and analytical reasoning. His approach to challenges has encouraged me to think outside the box and explore innovative solutions. I recognise that my unique blend of skills, perspectives, and experiences is a strength, not a weakness. I will continue to embrace the lessons I’ve learned from others, integrating them into my own approach to life and striving to make a meaningful difference in the world around me.