SBLs 002: Soji’s Business Lessons Podcast Episode 2




In this edition of “Soji’s Business Lessons”  I speak with Toks Aruoture, interior designer and founder of The Baby Cot Shop – a baby boutique that sells bespoke luxury furniture, linen and everything for a baby’s room.

With 12 years of experience as a designer, Toks has a wealth of insight to share, and does so with advice on the value of preparing for challenges and moving through them when they do happen without compromising the business.

She also shares a valuable lesson she learnt in her own business – that having a personal brand voice and maintaining human interaction with clients is extremely important to genuine engagement.

In this episode you will learn:

  • Why it is important to retain a personable and human brand voice.
  • Why it is important to prepare for challenges.
  • Toks’s advice to new business owners.


Soji Fagade

Hi, I’m Soji Fagade. I am an entrepreneur and I just love everything (well almost everything) about business. In terms of formal education, I earned bachelors degrees in Sociology and Law. I practiced as a solicitor for a while, but I have always been involved in business. While in University a friend and I ran a business that manufactured hand crafted door name plaques and wooden children's toys. In the early stages of my legal career with Harkavys - a London firm of solicitors, I walked away to run Sabo Foods – an exotic foods wholesale packaging and distribution business that I had founded a few years prior with my dear friend Goke. Together, Goke and I grew Sabo Foods into a thriving household name and brand within the industry. That business consistently generated millions of pounds in revenue for years. This accomplishment of starting a business from the ground up and turning it into a success that remained operational for nearly twenty years was not without its challenges, many of which we overcame through dedication, passion and simple trial and error. Along the way I have provided business development and consultancy services to many small business owners who were stuck or simply uncertain what the next move should be. Through business coaching, strategic product development and team building exercises, I have successfully helped small businesses launch products and services, move forward with purpose toward brighter and more profitable futures.

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