how it all started
Haakaa SA is a family-owned business run by two cousins (Haylee and Nicole) based on opposite sides of the world - Auckland, New Zealand and Western Cape, South Africa.
What began as a small family venture during long road trips through New Zealand in January 2017 was fuelled by big conversations, shared dreams, and a simple passion for motherhood. At the time, we knew very little about the industry - but we knew we wanted to bring meaningful, thoughtful products from one end of the earth to the other, to support moms and their little ones.
On the very last day of that holiday, a connection was made to introduce South Africa to a much-loved local Kiwi brand - Haakaa - and just like that, our journey began.
Fast forward to today, and between us, we’re now raising six children. Motherhood has shaped every step of this journey - refining our purpose, deepening our understanding, and strengthening our commitment to creating a healthier, easier, and more joy-filled start for families.
What started as a simple idea between family has grown into a brand we’re incredibly proud of.
Thank you for being part of our story 🤍
the team
Master of Momentum
Nicole
Based in sunny South Africa, Nicole is a born-again believer, wife to Franco (a cycling fanatic), and mom to three energetic preschooler boys - one eldest son and twin boys - fully immersed in the beautiful chaos of toddlerhood and boyhood.
After stepping away from full-time employment to focus on raising her boys, Nicole now runs Haakaa SA full time from a quieter corner of the Western Cape. With a background in events, hospitality, and full-time ministry, she handles all things operational and logistics on the ground in South Africa - often with little people underfoot.
She loves family, wholesome moments, and soaking up slow days together… and her love language is most definitely holidays.
Director of Happy Humans
Haylee
Based in beautiful New Zealand, Haylee is the reason of Haakaa’s journey to South Africa. She’s wife to Jared (a passionate rugby and sports lover) and mom to three school-going boys who thrive on fresh air, muddy shoes, and full days outdoors.
With a background in fashion and textiles, Haylee wears many hats with grace balancing homeschooling, farm life, consulting work, and caring for their animals, all while managing invoicing, customer care, and liaising with Haakaa HQ in New Zealand. Life is full, busy, and beautifully grounded as she raises her boys on a farm in a quiet small town, where faith, family, and hard work shape everyday moments.
Brand Glow-Up Guru
Michelle
Based in SA, Michelle is wife to Matthew, new mom to baby Isabella, and the creative heart behind Haakaa SA. As the owner of Studio Ramos and our social media brain, she blends creativity with full-time ministry, travelling across Africa with her husband to share the love of Jesus.
Whether at home or in the mission field, she’s always ready to connect with our Haakaa families. Lover of good coffee, slow moments, and beautiful sunsets.