Yaga, a female-owned business with mainly female staff, highlights the woman who made safe preloved shopping possible in South Africa this Women's Month.
We sat down with our CEO, Aune Aunapuu, to hear more about the starting days of Yaga, what keeps her motivated and the vital role women play in business.
1. What inspired you to start Yaga?
Frustration! I wanted to act sustainably (while earning some money) by selling a stroller I did not need anymore. All the platforms I tried were so old-school or lacked payment and shipping options. I thought there had to be another way that’s enjoyable and fast.
2. How did you handle multiple roles as a startup entrepreneur?
I had no other choice but to juggle the different roles in the beginning :) I remember planning the app functionalities, answering users in support, learning how to run Facebook and Google ads and doing accounting simultaneously. I think I could do it because the challenge was so new and exciting that it created all this extra energy. I was curious to see what could be achieved with Yaga.
3. Besides managing the startup, how did you balance your responsibilities with raising two young children?
I had a 1-year-old son and a 3-year-old daughter when I started Yaga. For the first year, I consciously decided to be a mother for 70% of the time and an entrepreneur for only 30%. As the kids grew older and more independent, I could work on Yaga full-time, build the team and give away some of my “hats”. Now I understand that a team is everything - you can achieve much more with the right people than when you are alone.
“Now I understand that a team is everything - you can achieve much more with the right people than when you are alone.”
4. How do you keep yourself motivated during challenging times?
I try to think about the big picture and what is really important in life - our relationships, how we feel about ourselves and the environment we live in (and going to leave for future generations). The everyday challenges then get smaller in my mind and no longer paralyze me. This allows me to think about practical steps on how to approach challenging times. Sometimes the challenge is just in our minds, and it depends on how we think about it. I also enjoy physical and mental activities that make me feel good, like yoga, long walks, good food, listening to podcasts and spending time in nature.
5. What are the benefits of having women in some of the top leadership roles in Yaga?
I firmly believe in women, not only because I am a woman but also because I see how hardworking and committed our women are to Yaga. Half of our leadership team are women, which I’m super proud of. I believe women can rely not only on data and be rational but also trust their mystical gut feeling and intuition, which is essential when making decisions.
“I believe women can rely not only on data and be rational but also trust their mystical gut feeling and intuition.”
6. What is your wish for the preloved community, and how do you see Yaga playing a role in achieving it?
I wish more people knew about Yaga! But I also wish people would consume fashion more sustainably and think about the benefits of a circular economy. We’ve seen successful entrepreneurs coming from our community who started their online businesses on Yaga. It’s as easy as taking the first step and reselling items you don’t need any more.
Ready to take the first step? Open your Yaga shop today and join the circular community of +600K users who, like Aune, looked for a fast, safe and efficient way to be more sustainable while making money!