Local Is Lekker: What Shopping Local Really Builds.
Lekker. We all know what it means here in South Africa, but for the record, it’s anything good, nice or delicious, whether it’s a person, a place, food or an experience. I remember my first teenage kiss, and my co-conspirator telling me it was lekker. I definitely agreed. Local is lekker because shopping locally gives so much back to your community, and that allows us all to thrive. This festive season, here’s what buying local really builds.
Why is the "local is lekker" movement important in South Africa?
When I was still in school, my mother owned a little craft shop in Musgrave, Durban. It was filled with work by local creators, and it made a lovely little life for her. One of her suppliers was a candle maker, a warm, talented woman whose candles sat on those shelves for years.
Then trade rules in South Africa changed, and cheap imports flooded in. Suddenly there were copies of everything at a fraction of the price, and most of them were rubbish. It gutted small industry. The candle maker left Durban for a small town and really struggled to make a living. It was not a good time for her, or for many makers like her.
The individual creators kept at it anyway. Then markets like I Heart Market in Durban arrived and gave our wonderful local creators a platform. For me, that was the real turning point for local is lekker.
The candle maker changed direction too. She now runs her own local shop, and it thrives, because honestly most South Africans are tired of cheap imports that are just copies of the real deal. I’ve thought of her many times over the years, especially when I started AYA, and I’m grateful for the inspiration she gave me.
What does shopping local really build?
I once came across a woman who runs a small local skincare business, and what stayed with me was how she talked about it. Yes, she wanted an income doing something she loved. But just as much, it was about building and supporting a community. That's exactly how I feel about AYA.
When you buy a tin of AYA Balm, the money doesn't disappear across borders. It reaches the people who work with me, the beekeepers who supply our beeswax, and the independent health shops that stock us. They, in turn, spend their money at other local businesses. It keeps us all connected and thriving, and that is what gives us the ability to support each other.
It isn't small change, either. Stats SA surveys found that small businesses generate about half of South Africa's waged work. Every local purchase feeds that.
Why do local products often cost more?
Locally made products are often more expensive, and there are good reasons for it. South African makers have to follow rules and regulations, like the national minimum wage of R30.23 an hour from March 2026. Not every import is made under the same rules.
Value isn’t only the price tag, though. A well-made local jersey outlasts a few cheap ones, and a handmade mug gets used for years. One 15g tin of AYA Balm costs R65 and lasts six months to a year. Something cheap that you replace over and over isn’t cheap for long.
Is buying local better than importing?
Yes and no. Big corporates pay lip service to local is lekker, yet many still copy and undercut small makers, which is heartbreaking to watch. Some of the big chains are now bringing their sourcing home, and I'm glad. But they were part of the downfall in the first place, so it's a tricky one.
And let's be honest about the environment. Unless you live off-grid on a mountain, growing everything yourself, you have a carbon footprint. We all get into cars every day. Zero isn't possible for any of us, so the goal is less, not perfect. What you choose to buy is a personal choice about your values: what you want on your skin and around you. I wrote more about this in why we choose a sustainable Black Friday.
What makes South African local products unique?
Many proudly South African products are made in smaller batches, by people you can name, who answer their own emails. Ask them what’s in it, how it’s made or where it comes from, and they’ll tell you.
AYA started as a kitchen formula in 2012, built on raw fermented pawpaw (also known as papaya, one and the same fruit) and beeswax straight from the beekeepers. Every tin is made here in the Western Cape and comes in plastic-free packaging. We keep the range small so that you buy less, not more. We're not perfect, but every one of those choices keeps our footprint a little lighter.
Christmas gift ideas South Africa: what local products should you buy?
The shops along the Garden Route are well established and create a good local economy, so start there. Pop into your independent health shop, browse the summer markets, and see how many gifts you can find from people who make them.
Secret Santa gift ideas: AYA Balm
Summer is here and the holidays are next, which makes AYA Balm my favourite Secret Santa gift. At R65, it's a beach essential for salt-dried lips, dry skin after a swim and heels cracked from walking barefoot. It has no SPF, so pair it with your sunscreen. The little tin fits in any stocking and works for absolutely everyone on your list.
Christmas gift ideas for her (or him, or them)
The best gifts I’ve ever received were the ones that made me stop for a minute. A long bath at the end of a hectic year with Body Bliss Wash, then Body Bliss Lotion afterwards, the scent of lemon and orange making everything smell like a holiday, is that kind of gift.
So is a bottle of our natural tissue oil, AYA Nourishing Oil, warmed between your palms and pressed into skin that’s been in the sun all December. Whatever you choose, from us or from another local maker, choose something that will actually get used and loved. And for a gift that lasts long after December, here’s what my grandmother taught me about healthy skin habits.
How can you find and support local businesses near you?
Here’s how I find mine:
- Go to the markets and get to know the makers.
- Ask your health shop what's made nearby.
- Follow the makers you love online. Their Instagram pages often lead you to the next great find.
If you discover something lekker this season, tag us on AYA Natural Skin on Instagram. I'd love to share your local finds with the AYA family.
Local Is Lekker FAQ: Your Questions, My Honest Answers
What does "local is lekker" mean?
It's South African for "local is good". Lekker covers anything we love, so the phrase is a simple reminder that what's made here, by people we know, is worth choosing. For me, it's less a slogan and more a way of looking after each other.
Is shopping local always more expensive?
Not always, but often, and usually for good reasons. Local makers pay fair wages, follow South African regulations and can't buy materials in the massive volumes big factories do. What you get in return is something made with care that often lasts longer, which is why I look at cost per use rather than the price tag.
How do I know if a product is really made locally?
Read the label and look for where it was made, not just where it was packed or "designed". Assembled here isn't the same as made here: putting together imported parts doesn't make a product local.
The Proudly South African logo is a good guide, because members have to show that at least 50% of the cost of production happens in South Africa and that any imported materials are substantially transformed here.
The easiest test is still to ask. Real local makers love telling you how they make things, and if the answer is vague, that tells you something too.
What are good Secret Santa gift ideas in South Africa?
Something small, useful and made by a local maker. Think a candle, a jar of local honey, a bag of coffee from a nearby roaster, or a tin of AYA Balm at R65. It slips into any stocking and gets used long after the festive season.
How can I shop local if I live in a big city?
Start with the markets. Most cities have weekend and festive markets full of local makers. Independent health shops, delis and gift shops are full of local brands too, and Instagram is a brilliant way to find makers near you.
Does one small purchase really make a difference?
It does. For a small business, one order can pay for materials for the next batch, or a day's wages. Multiply that across a community and it adds up to jobs, skills and families who can support other local businesses in turn.
Less is always more when you buy local
Most of all, have a wonderful festive season. Connect with your family and friends, and take care of yourselves. Don't buy into the belief that it's all about spending and buying, because that is the least of it.
If you do buy, buy less and buy local. If you’d like to start with one small tin that does a lot, AYA Balm is where I’d begin.
