Ayla & Storm Philanthropy
Care that reaches beyond the household.
Ayla & Storm sets aside 5% of every successful placement fee for direct financial gifts to caregivers in South Africa.
Through our sister company, Sitters Co. South Africa, we meet remarkable women whose professionalism, resilience and commitment to caring for others genuinely stand out. Our philanthropy initiative allows us to recognise some of those women with a meaningful gift and the freedom to use it wherever it matters most.
A connection built through our work
Ayla & Storm's connection to South Africa is deeply personal and professional. Our founder also owns Sitters Co. South Africa, an established care agency through which our team interviews, supports and works with caregivers every day.
That relationship gives us the opportunity to recognise women based on more than a brief application or a single story. We encounter their professionalism, character, ambitions and the realities of the families they work so hard to support.
This is not about finding the most dramatic hardship. It is about occasionally offering a little breathing room, encouragement or opportunity to a remarkable woman whose work has stayed with us.
How the initiative works
01
A portion is reserved
Five per cent of every successful Ayla & Storm placement fee is set aside for our philanthropy initiative.
02
Caregivers are identified personally
Through Sitters Co. South Africa, our team may encounter a caregiver whose work, character, circumstances or ambitions particularly stand out.
03
A gift is given directly
Recipients receive an unrestricted financial gift, with no application process, public obligation or expectation that they share their story.
Gifts are selected and distributed at the discretion of Ayla & Storm and Sitters Co. South Africa. This is a company-funded initiative and not a registered charitable organisation.
Our impact so far
R5 000
Total funds gifted
1
Caregiver supported
July 2026
Last updated
Impact figures include the personal gift that inspired the creation of the Ayla & Storm philanthropy initiative.
The founding story
The gift that began it
In July 2026, our founder sent R5,000 to Mellisa, who had previously cared for her family while they lived in South Africa.
There was no occasion, application or condition attached. It was simply a gift to a hardworking woman who had given so much care to others—and an opportunity for her to decide for herself where that money would make the greatest difference.
Mellisa's response became the inspiration for making this kind of giving a permanent part of Ayla & Storm.
Recent giving
July 2026
R5 000
A personal gift to a former family nanny whose care, work ethic and devotion to her family inspired Ayla & Storm's philanthropy initiative.
Some gifts will remain entirely private. Where a recipient freely chooses to share more of her story, we may feature it through Ayla & Storm's social channels.
As Ayla & Storm grows, so will its reach.
Every placement begins with one family. Through this initiative, a small part of its impact can continue beyond that household.