If you’re feeling meh this Wednesday, we’re bringing you inspiring tips from a founder creating impact so you can get to the end of the week feeling inspired 💪🏾

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This weekend is International Teddy Bear Day and it got us thinking about toys and diversity in playrooms. Vese Aghoghovbia is the founder of Philly & Friends, a children's lifestyle brand with a mission to make playrooms diverse. They create children's books, dolls, puzzles, cards and wall art all shipped globally ✈️

To inspire you this Wednesday, we spoke to Vese about how she built her business and how she built a career creating impact.

Why did you launch Philly & Friends?

Philly & Friends was born out of a very personal need—my journey into motherhood. When I began buying books for my daughter, who is the muse for Philly, I quickly realised there was a glaring lack of representation. There simply weren’t many stories with main characters that featured children who looked like her.

I believe that visible representation is crucial; children need to see themselves in the stories they read and the toys they play with to feel valued and confident. What started as a gift for my daughter soon evolved into a mission to fill this gap, not just for her but for other children as well. I wanted to create a brand that celebrates diversity and helps build confidence in all children.

Tell us about the importance of a diverse playroom for children.

A diverse playroom is essential because it’s often where children first begin to understand the world and their place in it. The toys they play with, the books they read, and the characters they see all contribute to how they perceive themselves and others. By surrounding children with diverse representations—whether through books, dolls, or games—we’re planting seeds of inclusivity and empathy.

It’s more than just having toys of different skin tones; it’s about teaching children from an early age that the world is wonderfully diverse and that they should feel proud of who they are while appreciating the differences in others.

Which of your products has had the most impact and why?

Without a doubt, our book Who Do I See in the Mirror? has had the most impact. It was the first product I created, and it resonated with so many parents who were searching for something similar.

The story is simple yet powerful—it’s about a little girl named Philly discovering what makes her unique and beautiful. The book isn’t just a reflection of Philly; it’s a mirror for any child reading it, allowing them to see themselves in the story.

The response was overwhelming, and it’s been incredible to see how this one book has sparked meaningful conversations about self-love and representation in so many homes and has grown into a beautiful brand with multiple products.

What were the three biggest lessons you learned as a founder?

  • Trust your instincts. When I first shared Who Do I See in the Mirror? on Instagram, I didn’t fully realise the impact it would have. But the positive response reaffirmed that I was on the right path.

  • Don’t be afraid to ask for help. Building a business is challenging, and I’ve learnt the importance of leaning on my community—whether it’s family, friends, or other entrepreneurs.

  • Set boundaries. It’s easy to get pulled in every direction when you’re passionate about what you do, but I’ve learnt the importance of creating processes and sticking to them. It helps me stay focused and maintain a healthy balance between work and personal life.

    If you could put together a small Philly & Friends gift basket, what would be the products you would choose and why?

  • I’d start with our signature book, Who Do I See in the Mirror?, because it’s the heart of Philly & Friends and where it all began.

  • Then, I’d add one of our affirmation card sets—these are designed to build confidence and self-love, something every child should carry with them.

  • Next, I’d include one of our soft handmade dolls, which have been incredibly popular. They’re not just toys; they’re companions that celebrate diversity.

  • Lastly, I’d add a puzzle from our range—because what’s better than a fun activity that also promotes critical thinking and an appreciation for diversity? This basket would be the perfect blend of storytelling, positivity, and play, capturing everything Philly & Friends stands for.

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