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California-based, South African-American, native New Yorker and multi-hyphenate artist Ipeleng Kgositsile didn’t exactly choose to live in the Bay Area. 

Aunt Ellie—one of her mom’s best friends—made it happen. 

No one says no to Aunt Ellie. Not even men. Uncle Tom, Ipeleng’s mom’s younger brother, affectionately calls Aunt Ellie “Mike Tyson.” If you know, you know—the world could definitely use more femme Mike Tysons. 

Women like Aunt Ellie—no-nonsense, intense, charming, loyal, driven, stylish, and opinionatedAF—are more than just role models for leading a life of meaningful impact. From South Africa to Boston, NYC, the Bay, and beyond, Ipeleng’s aunties (and honorary aunties) have shown her both what to avoid and what to embrace when it comes to auntie-ing that makes a positive difference in the lives of young people navigating a parent’s breast cancer journey.

Inspired by these complex and deeply meaningful relationships, and rooted in the can-do spirit of the Great Migration, Silent Generation, and NYC of the 1970s and 80s, Ipeleng is embracing her destined mission: Rich Auntie Concierge. 

What’s an RAC, you ask? A chaos manager, guide, and hype-woman who empowers rich aunties and other rich caring adults to make a lasting impact with practical, kindergarten-level tools to provide life-changing support to girls and women (24 and younger) navigating a world turned upside down by breast cancer. 

Why auntie love? We’re already their trusted confidante. 

While breast cancer mortality rates are declining, breast cancer rates for women of childbearing age have progressively increased in the last two decades. With more and more MILFs and non-MILFS facing early-onset breast cancer, the need for informed, supportive aunties during diagnosis and treatment is greater than ever. 

Study after study tells us girls and women in their early 20s are the most distressed group in the breast cancer narrative, often overlooked.

Aunties and other caring adults can play a role in changing that. 

#imrichbetch is here to make it happen in 2024 and beyond. 

At #imrichbetch, we're redefining the role of the rich aunt. 

Inspired by the sexy, stoic elegance and grace of the Silent Generation, we're transforming "auntie-ing" into a lifestyle brand for independent Gen-X women.

Our mission is to empower independent Gen-X aunties with practical, kindergarten-level tools to provide life-changing support to girls (ages 0-24) navigating a world turned upside down by breast cancer. 

We blend the warmth of family connection with the sophistication of a high-end lifestyle brand. Our curated "playbook" offers guidance for navigating this unique role, drawing inspiration from diverse sources: the grace of traditional manners, the dark humor and resilience of history's exiles and refugees (Eve included), the wisdom of our mothers and aunts, and the vibrant energy of NYC of the 1970s and 80s. Our secret-sauce: fostering resilience, personal growth, and yes, even silliness and fun.

Our vision? A world where girls and women impacted by a parent's breast cancer diagnosis navigate life with confidence, resilience, and healthy boundaries. Where girl-teens and women in their early-20s, are no longer identified as the most distressed group in the breast cancer narrative, often overlooked. 

We envision a world where every girl has a powerful, resourceful "auntie" in her corner - a well-informed, mission-driven aunt, allergic to boundaries. Their red flags, though, are compatible—yin, meet yang. A gift that teaches nieces and nephews, how to define themselves, for themselves, powerfully. A person—not an eggshell, or statistic, or cute face with eyeballs for patronizing, pitying pupils to land.

The result? A generation of empowered girls and young women who are self-assured, self-advocating, and resilient. And for our "rich aunties"? A sense of purpose, fulfillment, and the joy of leaving a lasting legacy.

#imrichbetch: Big Areola Energy. Best Aunt Ever. BAE. We are youth-centered, kid-first. Period.

Our founder has dedicated over 10,000 hours to researching and writing about breast cancer’s hidden impacts on littles, teens, and young adults, from a children’s book, and memoir projects to journalism pitches. But after rejections from Essence, Teen People, and The New York Times, she realized something, she LOVES the word, YES. So, she pivoted, channeling her passion into a mission that speaks to her heart and mirrors her purpose—empowering aunties, empowering girls, reimagining care.

At #imrichbetch, we’re continuing the legacy of Melba, aka Aunt Melba, Ipeleng’s mother, and other aunties of her ilk. Women who understand the power of pleasure, beauty, and hospitality, also called community. Our work ensures that highly-creative, independent Gen X aunties like you can be the rich, empathetic guides your nieces and godchildren not only deserve, but want, fueling and leveling up your role with sophistication, grace and play.