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.
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 building this kind of giving permanently into the way Ayla & Storm operates.
Care that continues beyond the placement.
Every successful placement allows a small part of that work to reach further. Five per cent of Ayla & Storm's placement fee is reserved for direct financial gifts to caregivers in South Africa—creating a quiet connection between the families we support and the women whose care has made an impression on ours.