Paula Robert, owner of the EduBabe Master Franchise and owner of the Roodepoort, Fourways and Sandton region.
EduBabe offers 24 years of proven expertise. Paula took over EduBabe Franchise region in 2013 and bought the Master Franchise in 2016.
Paula’s journey is one of passion, purpose, and people. After completing her matric in 1991, she studied Travel and Tourism and set off to explore the world. In 1995, she left South Africa for London — the start of an incredible adventure that shaped both her career and her calling.
While living abroad, Paula travelled extensively and worked in several countries. Her most treasured experience was spending four months exploring the vibrant culture of India, followed by trekking through the breathtaking Annapurna Region in Nepal.
In 1999, Paula joined the BBC in London, where she built a rewarding career in television. She gained invaluable experience in public relations, marketing, and production across a range of genres. Although her time in the television industry was extraordinary, Paula felt drawn to a new purpose — supporting families and helping them find the right childcare solution for their unique needs.
During her years in the UK, Paula also worked as a live-in carer for elderly individuals. This role strengthened her compassion, patience, and understanding of the importance of quality care — values that remain at the heart of her work today.
As a proud mom of two girls, aged 16 and 14 (both born in the UK), Paula knows firsthand how challenging it can be to find trustworthy, capable nannies and helpers. Returning to South Africa in 2012, she channelled her experience and passion into building Edubabe — a business dedicated to matching families with exceptional childcare professionals.
Paula is also a qualified American Heart Association First Aid and CPR Instructor, committed to empowering nannies, teachers, and new parents with the essential skills to respond confidently in emergencies.
Today, Paula is incredibly proud of what Edubabe has become — a trusted name with a large database of professional, college-educated candidates, and hundreds of successful placements across South Africa.
Her goal is simple yet powerful: to create peace of mind for families and meaningful opportunities for caregivers — one perfect match at a time.
Instructor Number: RLE2107/128 – Heartsaver Instructor
