A Childhood Void Inspires Entrepreneurial Vision
Sabelle Beraki, a 19-year-old entrepreneur from Stockholm, Sweden, grew up with a void in her childhood – a lack of dolls and toys that represented her as a Black girl.
This frustration ignited her entrepreneurial journey, leading her to establish Bell’s Toys, a thriving business dedicated to creating Black dolls for children.
“I’d grown up without dolls that looked like me, my sister had grown up without a doll that looked like her. Now, my little cousin was going to do the same, unless I did something about it,” Beraki told OkayAfrica.
Importance of Representation in Toys
Beraki recognized the profound impact of representation in toys, as it helps children develop a sense of self-confidence and identity. Research has consistently shown the significance of children seeing themselves reflected in the toys they play with.
“That lack of representation was a problem. It’s extremely important for kids to see themselves in the toys they play with, and it’s been confirmed by a lot of research and studies,” she added.
Overcoming Setbacks and Challenges
Starting Bell’s Toys was not without its challenges. Beraki faced funding obstacles, working as a cashier for six months to save up for her venture. Finding the right manufacturers who could capture the authentic beauty of Black dolls was another hurdle she had to overcome.
“There’ve definitely been setbacks and challenges, but after each, I pick myself up and keep going. It’s been a year and six months, and we have thirteen retail stores across Sweden, with most located in Stockholm,” Beraki said.
Embracing Black Joy and Representation
Beraki’s dolls are designed to embody Black joy, featuring thick curly hair, dark skin, beautiful eyes, and smiles – a stark contrast to the often solemn expressions found on many Black dolls in stores. Her mission is to create dolls that celebrate and represent Black children authentically.
“I want my dolls to embody Black joy,” Beraki stated.
A Thriving Business and Promising Future
Despite the challenges, Beraki’s determination and vision have paid off. Bell’s Toys has received overwhelmingly positive feedback from parents, with many expressing their children’s love and attachment to the dolls.
With plans to launch a new West African-inspired doll in May, Beraki’s business continues to thrive, fulfilling her goal of bringing representation and joy to Black children through toys.
