Tokunbo Aruoture, a Nigerian entrepreneur based in the United Kingdom, has shared the inspiring story of how she overcame financial hardship and professional setbacks to build The Baby Cot Shop, a luxury baby furniture brand now featured in Harrods, one of the world’s most prestigious department stores.
In an exclusive interview by Premium Times, Aruoture—also known as Toks Aruoture—spoke about her business journey, the challenges she faced, and her vision for expanding her business into Nigeria and other parts of Africa.
Aruoture’s entrepreneurial path began after she relocated to the U.S. and acquired a boutique specializing in baby furnishings.
However, the 2008 financial crisis wiped out her business, forcing her and her family to return to the UK with nothing and expecting their fourth child.
Despite the odds, Aruoture said her resilience and faith kept her going.
She began curating high-end nursery items from Europe, launching The Baby Cot Shop as a way to offer the UK market something new.
“A key moment was learning to build my own website because I couldn’t afford to hire a web designer,” she recalled.
One of her most defining setbacks came when a competitor convinced her suppliers to cut ties with her. “That very night, I went for a run to clear my head. That’s when the idea to design my own furniture and interiors came to me,” she said.
Today, her brand stands as a beacon of luxury in baby interiors, with clients ranging from celebrities to high-end shoppers at Harrods. Beyond The Baby Cot Shop, Aruoture also runs The Revealry, a furniture company targeting upscale residential properties.
Although Aruoture’s brand does not directly showcase Nigerian motifs, she said her heritage remains central to her work.
“The heart behind the brand is undeniably Nigerian. There’s a boldness and attention to detail that reflects who we are.”
She has started building bridges to the Nigerian market through partnerships with local e-commerce platforms like Betta eShopping and Lux Afrique Boutique.
“We already have a strong Nigerian client base, and people keep asking when we’ll open a store back home,” she said, noting that a physical presence in Nigeria is on the horizon.
Aruoture, who also balances motherhood with entrepreneurship, offered insights into maintaining personal well-being and managing competing responsibilities.
“I divide my life into five categories: Family, Home, Business, Inspiration, and Self. Some days, the business gets all of me. On other days, my children do. I no longer feel guilty for not doing everything at once.”
As she looks to the future, Aruoture is focused on growing her brand globally and helping other African businesses reach the international stage.
“Harrods is a milestone, but not the destination. There’s so much talent across Africa that deserves a global platform.”
Her advice to aspiring entrepreneurs, especially those in the diaspora: “Tell your story, even the messy parts. There are other currencies besides cash—your creativity, network, and faith are all valuable resources.”
The full interview was originally published on Premium Times.
