Toks Aruoture is a visionary entrepreneur, renowned speaker, and luxury nursery designer with an unwavering passion for craftsmanship, storytelling, and business resilience. As the founder of ‘The Baby Cot Shop,’ UK’s premier destination for exquisite children’s interiors, Toks has transformed the way high-net-worth families design their nurseries by blending timeless elegance with bespoke artistry.
Her journey is one of remarkable reinvention. After losing everything and starting anew with just $75, she built a brand that now stands at the heart of Chelsea’s luxury landscape.
In 2025, ‘The Baby Cot Shop’ was invited to expand into Harrods, marking a significant milestone in the brand’s growth and cementing its place in the world of luxury retail.
Beyond design, Toks is a TEDx speaker whose talk, ‘The Superpower of Authentic Storytelling,’ explores resilience, identity, and the strength found in life’s uncertainties. She is also the host of ‘Living Inside Out and The Authentic Edge’ podcasts, where she inspires entrepreneurs and professionals to embrace authenticity and purpose in their work.
With 20 years of business experience, she mentors and coaches ambitious individuals, guiding them to build impactful brands with clarity and confidence.
Toks is happily married with four children.
Can you tell us about the experience that led you to reinvent yourself and found ‘The Baby Cot Shop?’
My journey into entrepreneurship wasn’t planned—it was a response to life’s challenges. I was working as a medical representative when I requested flexible hours after having my third son. When my request was denied, I began looking for alternatives. Around the same time, I read a book that described a person’s gift as something they did so effortlessly that others admired it, while they thought nothing of it. For me, that was interior design. My friends would walk into my home and marvel at how beautifully put together it was, but to me, it was just normal. That insight led me to enroll in an interior design course, which eventually led to me setting up a residential interior design business.
A few years later, my husband and I decided to relocate to the United States, and in the process of our move, I acquired a baby furniture boutique. That was my first introduction to luxury interiors for children. Merging my interior design background with a curated collection of furniture, I began specialising in nursery and children’s interiors. Everything was going well until the 2008 recession hit. We lost everything. I returned to the UK, pregnant with my fourth son, and had to start from scratch. While exploring the market, I realised there was nothing like the bespoke, high-end nursery furniture we sold in the U.S., and that became my opportunity. I set up an online boutique, carefully curating handcrafted furniture and décor from artisans worldwide.
In 2021, we launched our own brand, ‘The Baby Cot Shop Collection,’ taking everything that worked from our existing range, improving on it, and creating timeless, beautifully designed pieces that parents could treasure.
What key lessons did you learn from the challenges you faced when starting with just $75?
The biggest lesson was that resourcefulness is more valuable than resources. When I started, I couldn’t afford a website designer, so I taught myself to build one—at a time when website building was far from user-friendly. That experience changed how I saw money. I realised there are other currencies in business: resilience, creativity, relationships, courage. Learning to navigate setbacks with limited funds showed me the power of mindset.
Another lesson was that the benefit of starting a business from rock bottom is that you have nothing to lose. Every small win was a victory—an enquiry, a positive comment, a small sale. I embraced the process and found joy in the journey. I also learnt that fear thrives in uncertainty, and when you push past it, you realise it was just a shadow.
How has your personal background and cultural experiences influenced your approach to business and design?
Growing up in Nigeria shaped my mindset in ways that have deeply influenced my approach to both business and design. I was surrounded by people who were ambitious, resourceful, and committed to excellence. Success wasn’t viewed as optional—it was expected. Nigerians place a strong emphasis on education and achievement, and that upbringing instilled in me a standard of excellence that I’ve carried into every aspect of my work.
This perspective means I don’t approach business with a mindset of limitations. I see challenges as problems to solve rather than barriers. That resilience, combined with an appreciation for craftsmanship and quality, has shaped how I build ‘The Baby Cot Shop.’ I believe in creating something extraordinary, not just in terms of product design, but in the experience we offer our clients.
What does ‘luxury’ mean to you in the context of children’s interiors?
Luxury is often mistaken for excess, but for me, it’s about quality, attention to detail, and a sense of timelessness. It’s about creating a nursery that’s not just visually beautiful but also meaningful—one that nurtures a child and becomes a cherished part of their early years.
Can you describe your design philosophy when creating bespoke nurseries for high-net-worth families?
Every nursery is a deeply personal space, and my approach is always bespoke. I focus on a balance of elegance, functionality, and sentimentality. Many of our clients want something unique—pieces that cannot be found anywhere else. That’s why craftsmanship and customisation are central to what we do.
How do you stay ahead of the trends in luxury nursery design while maintaining timelessness in your creations?
I don’t chase trends. Instead, I pay attention to craftsmanship, classic design principles, and the needs of my clients. I also stay connected with the world of interior design, collaborating with artisans and high-end designers whose work transcends seasonal fads.
How did it feel to see ‘The Baby Cot Shop’ expand into Harrods? What does that mean for your brand?
It was a full-circle moment. Harrods is synonymous with luxury, and having our concession there affirms the years of dedication, hard work, and resilience that built this brand. It’s also a major opportunity to bring our craftsmanship to an even wider global audience. Our concession in Harrods launches on the 8th of April 2025.
What strategies have you found most effective in promoting ‘The Baby Cot Shop’ in such a competitive luxury market?
Word of mouth has been one of the most powerful ways we reach new families. The parents we serve often refer us to their friends and family because of the trust and personalised service we provide. We also collaborate with experts in their respective fields to ensure our customers receive exactly what they want.
What role do collaborations and partnerships play in driving the growth of your brand?
Strategic partnerships have been essential. Whether it’s working with high-end hotels, interior designers, or family offices, collaborations help us reach the right clientele while adding value to their services.
In your TEDx talk, you discuss ‘The Superpower of Authentic Storytelling.’ How do you define authentic storytelling, and why is it so important in business?
People do business with people, not just with brands or names. This is especially true in a business like ours, where we serve parents at one of the most vulnerable yet exciting times of their lives—preparing to welcome a baby.
Authentic storytelling is about real connection. For us, it means understanding that our clients trust us to create something truly special for them. Many of our clients are first-time parents, first-time mothers, or people navigating a significant life change. They need reassurance, they need to feel heard, and they need to know they are making the best choices for their child. That trust is built through storytelling—by sharing who we are, what we stand for, and why we do what we do. It’s a subtle yet powerful way to create lasting relationships with our clients.
How do you integrate storytelling into your brand and its marketing efforts?
We tell the story behind each piece—the inspiration, the craftsmanship, and the families that bring our designs into their homes. We also share our own journey, showing the heart and passion behind our brand. Storytelling isn’t just a marketing strategy for us, it’s how we build trust and connection with our clients.
Can you share a personal story that has significantly shaped your approach to business resilience?
Years ago, I woke up to find that six of my suppliers had terminated their agreements with me. A competitor had convinced them to sell exclusively with her, cutting me off completely. I was devastated. I went for a run, praying for clarity, and before I reached the petrol station at the top of the road, the answer came: create my own line. That moment changed everything. What seemed like a setback was actually the catalyst that launched ‘The Baby Cot Shop Collection.’
That experience taught me a powerful lesson: The solution to your biggest problem is often hidden within the problem itself. And fear keeps many people from stepping into the solution because they are holding on to what feels safe. That situation forced me to step into my own creativity and independence, and it was the best thing that could have happened to my business.
As someone who mentors emerging entrepreneurs, what common challenges do you see them facing, and how do you guide them to overcome these obstacles?
Many entrepreneurs struggle with self-doubt and fear of failure. I remind them that failure is part of the process and that resilience is the most important skill they can develop. I also encourage them to remove limiting beliefs and develop a strong mindset.
A common misconception I see is that many believe success comes from external factors—having the right connections, funding, or luck. While those things help, the true foundation of success is how you think and how you respond to challenges. I guide entrepreneurs to develop the mindset that allows them to persist, adapt, and ultimately thrive, no matter the obstacles they face.
What advice would you give to someone looking to build a personal brand within the luxury sector?
Be clear on your positioning. Luxury is not just about price—it’s about trust, perception, and experience. It’s about creating a brand that people feel confident investing in because they believe in its value.
How important is authenticity in leadership, and how can leaders cultivate it within their organisations?
A leader who operates with integrity and transparency creates a culture where people feel valued, motivated, and inspired to give their best. This extends to staffing as well—your team needs to trust that you are consistent, fair, and leading with a clear vision.
Self-awareness is key: knowing your strengths, recognising your blind spots, and being honest about them. Authenticity in leadership isn’t about perfection—it’s about consistency, clarity, and a willingness to grow.
What are your future aspirations for ‘The Baby Cot Shop,’ and how do you envision its evolution?
We are starting with Nigeria, where we have a growing customer base, and expanding our accessibility to the African market. We’ve recently partnered with Lux Africa as our exclusive online partner serving the African continent.
As a thought leader, what larger societal issues do you hope to address through your work and speaking engagements?
Too many people give up because they assume setbacks mean they are not meant to succeed. I want to shift that mindset. Often, what seems like failure is actually a redirection towards something greater. I want to encourage people—particularly entrepreneurs—to see obstacles as part of the process, not as signs to stop.
Can you talk about any practices you engage in to maintain your creativity and motivation?
I make space for quiet reflection and introspection. Creativity flourishes when the mind has time to wander, so I take intentional breaks from the noise of everyday business. Travel, art, and deep conversations also inspire me.
I also stay connected to my purpose. When you’re deeply aligned with why you do what you do, motivation comes naturally. It’s not about pushing yourself—it’s about being pulled forward by something bigger than you.
What are your future aspirations for ‘The Baby Cot Shop,’ and how do you envision its evolution?
Beyond expanding our footprint in Africa, I want ‘The Baby Cot Shop’ to be recognised as the definitive brand for luxury children’s interiors. We’re looking at further collaborations with high-end designers and establishing a presence in key global locations.
As a thought leader, what larger societal issues do you hope to address through your work and speaking engagements?
I want to change the way people see failure. Too many people believe setbacks mean they aren’t meant to succeed, but the truth is that challenges are often the very thing that propels you forward.
I also want to inspire more entrepreneurs—especially women—to step confidently into the luxury space. There’s room for all of us, and I want to demystify what it takes to succeed in this world.
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