Gabrielle Onay Picnic&Thrift has become an integral part of the lives of the alternative youth in South Africa among others. And what started out as a small market in the back garden of Gabrielle Onay’s business partner, Ruby Lee Prager, has become a thrifting empire in Johannesburg, Pretoria, and Cape Town. Onay was just 18 when it sounded like a good idea to creating a market to pay for her university fees. Onay and Prager went into the venture in 2019, not knowing that in five years, it would amass a huge following where young people look forward to their events at the end and beginning of every month, and travel to all parts of their city to attend. “The first market in 2019 truly blew my mind,” said Onay. When 300 people showed up in Onay and Prager’s garden, it changed her life. One of Onay’s highlights of the Picnic&Thrift journey was the 2022 Pride Market that attracted more than 8 000 people. “It was something incredible to see that Ruby and I had worked so hard and diligently to create an environment that was known as a safe space for business owners, queerness, and community,” she said. Picnic&Thrift has become a small business development hub, creators’ space, and a thrift market for those passionate about sustainable fashion, according to Onay. Since she was 16, Onay has been a passionate thrifter, and this has manifested itself in businesses. “I wanted people to view discarded goods as valid,” she said. Onay is also the founder and owner of Crybaby Thrift, which takes preloved clothes or recycled fabric and creates an array of custom clothing from them. In her ventures, Onay goes all out to make a community and space where all can be accepted. “In many ways, I’m used to being on the sidelines of the fashion world and its events,” she said. “Early on, I realised that so many other people needed a space that allowed them to be themselves.” Her businesses are an extension of herself, she said. “I’m a being entirely consumed by love and creating, in little and big ways. I share it, receive it, and embrace the multitude ways it can be moulded. “Crybaby Thrift has developed into an online forum with more than 11 000 followers, and is a platform for creativity and expression in which we run pop-ups, competitions, and giveaways, and share business tips and strategies,” Onay said. “It has become a tight community – buying sustainably sourced goodies and sharing adventures in second-hand goods, with tons of loyal customers seeking out custom clothing and prints.” Furthermore, Onay has continued to make sure that Picnic&Thrift is a place where everyone is accepted, no matter what, despite recent challenges in dealing with antisemitism since the start of the war in Israel. She plans to grow and expand her companies, solidifying their positions as leading platforms for sustainable fashion and small business development, as well as empowering a new generation of entrepreneurs and creatives. Elan Novick, 22, developed South Africa’s first Artificial Intelligence (AI)- driven software for political campaigns. Initially, his goal was to increase voter registration in the country because he believed that a higher voter turnout could challenge the status quo and pave the way for the country’s first coalition government. Novick, a BSc Computer Science student at the University of Cape Town, was studying and working at an AI-driven marketing company when he decided to take on this ambitious project. He became so engrossed in the project, in December 2023, he joined forces with one of his classmates to create a company, Intelli AI, that would be used by various political organisations in the run-up to the national elections in May 2024. “It started as a pro-bono initiative with one simple goal: to increase voter registration in South Africa,” he said. “As we gained momentum, we realised that by commercialising Intelli AI, we could amplify our impact. Today, Intelli AI leads the way in optimising election campaigns using AI, big data analytics, machine learning, and live media integration, replacing one-size-fits-all messaging.” During the 2024 elections, Novick managed multimillion-rand campaigns for challenger political parties, sending millions of AI generated messages to targeted voters that amplified his clients’ campaigns. “By integrating economic, demographic, and hyper-local news, we can craft highly personalised content that resonates with people as it highlights issues they are facing in their communities,” Novick said. He immersed himself in the country’s opposition political circles, working tirelessly to get them to use his product. “This allowed me to collaborate with politicians and business leaders determined to effect change in the political landscape,” he said. “The experience has shaped my leadership journey, as it’s not every day that a young entrepreneur gets the chance to influence the political landscape of their country.” Novick said he believed that Intelli AI’s efforts “played a small yet significant role in influencing political change and establishing a more balanced government in South Africa”. His leadership is defined by “action, chutzpah, collaboration, and a deepseated passion for the country. While others focus on personal growth, I’ve been working on a grander scale, aiming to create a lasting impact on the country I call home.” Though Novick said many would rate having built a multimillion-rand business at 21 as his biggest achievement – not least of all the day the company crossed the R1 million revenue mark – it wasn’t. Although he did phone his dad, Gidon, as soon as the money had been paid, it was being there for his best friend at a time of need that he believes was his finest moment. Novick has big plans for his future. “I want to build something big. I want to change South Africa. I want to be the next era of South African business Jewry,” he said. Elan Novick Joshua Pimstein At only 22 years old, Joshua Pimstein has entrenched himself as a leader in the Johannesburg Jewish community through his work with Bnei Akiva; the South African Union of Jewish Students (SAUJS); as choirmaster at Sydenham Shul; and through coaching the Under-16 rugby team at King David Linksfield. “I’m a passionate and driven individual, and believe wholeheartedly in the bright future of the South African Jewish community,” he said. “Investment in South African Jewish youth is the best way to sustained success. My involvement in Bnei Akiva, SAUJS, and being a King David rugby coach allows me to do this.” Pimstein, who is studying to be an actuarial scientist, got involved with communal work because he wanted to give back to the community and organisations that gave him so much growing up. “Bnei Akiva is a huge part of who I am today, and SAUJS was a natural addition to ensure the vibrancy and safety of all Jewish students on campus,” he said. He said he was thrilled to be appointed Rosh Machaneh for Bnei Akiva, the largest Jewish youth movement in the southern hemisphere, for 2024. He’s excited to take on the challenge of what he believes will be as many as 1 100 campers in December. His love of sport has also kept him involved in the community. He was part of the winning rugby team at the Maccabi Games in 2022, and thought he could share his passion by helping to improve King David’s rugby players. As one of the coaches for the Under-16 rugby team at King David Linksfield, he says he nurtures athletic skills and community values. “By focusing on team building and personal development, you contribute significantly to the students’ growth on and off the field. Coaching fosters discipline, teamwork, and resilience, which are essential qualities for young athletes.” Through sport, young people can build community and a sense of camaraderie, Pimstein said. “This connection extends beyond the rugby pitch, reinforcing a cohesive Jewish community within the school. By celebrating achievements and encouraging a supportive environment, coaching helps integrate Jewish values into students’ everyday lives, strengthening their connection to their heritage and each other.” As choirmaster at Sydenham Shul, Pimstein plays a role in enhancing the spiritual and communal life of the shul. “Through leading the choir, you connect the community with the rich traditions of Jewish music and prayer, creating a harmonious and uplifting worship experience,” he said. Pimstein is inspired by his father and grandfather, who “both taught the immense value of humility and respect”, he said. “I try to live my life every day with these two values at the forefront of everything I do.” Ichikowitz Family Foundation Rising Star Award nominees
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