Meet Vese Aghoghovbia

Families spoke to Vese Aghoghovbia, the founder and creator of Philly & Friends, an empowering and award-winning children’s lifestyle and toy brand.

What inspired you to create this brand?

Becoming a parent in 2017 opened my eyes to the inequality in play. I realised how little representation was in the playroom and on the bookshelf at the time. I wanted to write a ‘love letter’ to my little girl to tell her how precious she is and give her the gift of representation because you have to be the change you want to see.

When I wrote Who Do I See in the Mirror? I didn’t realise then that I was writing a love letter to many children worldwide and creating a brand they would eventually fall in love with. This little idea for a simple children’s book has grown into a much-loved, award-winning children’s brand with giving back embedded in its DNA.

Tell us about your first book

Who Do I See in the Mirror? is a simple yet powerful book about a girl who goes on a journey to discover what makes her truly special. It ends with the strong message that what is on the inside matters most. It is a very affirming book that encourages our little ones to love who they are on the inside and the outside. According to the judges at Junior Design Awards, ‘it is a great library staple for all children’.

How did your vision for the brand develop?

When I first wrote Who Do I See in the Mirror? I thought my next step would be to publish a series of educational and

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empowering books. However, as the business grew it became clear it was a lot more than that. We work very closely with our community and respond to their requests in line with our brand vision and mission. We are adding a drop of colour to the playroom and the bookshelf, providing a solution to the growing demand for diversity in play.

How has creating Philly & Friends impacted you as a mother and what do your children think of what you do?

My kids love helping me prepare packages for customers. My daughter says I’m a doll maker but also an engineer and a mum. I love that she gets to see what I do.

The other day, someone asked her what she would love to do and she said ‘all the jobs in the world!’ That made me chuckle but also made me proud to know that she doesn’t feel limited in what she can become.

What is your favourite Philly & Friends product and what are your children’s favourites?

I can’t pick one. I love them all but Who Do I See in the Mirror? will always have a special place in my heart because it kickstarted this journey. My kids have influenced every single product and I’ve seen them love each one at different stages. My daughter has gone from reading her book every night to sleeping with her Philly dolls and now she’s giving me suggestions on the next few products.

What’s been the hardest part of your journey with the brand so far?

Self-publishing. I had to teach myself everything, figure out each step and self-fund the project.

Self-publishing is not for the faint-hearted and requires significant financial, mental and physical investment. You are the writer, marketer, producer, salesperson, logistics, supply chain manager; everything. There were many times I wanted to give up but I am glad I didn’t because the feedback, support and appreciation for the book have been nothing short of amazing. What advice would you give other parents embarking on a similar path to you?

Don’t hold yourself back, you can do it. Plan, brainstorm, research. There’s a world of information on Google and it’s all free. Find someone who is doing something similar and ask them lots of questions.

Where next for Philly & Friends?

The future of diversity in play depends on small inclusive children’s brands growing and becoming successful. In the next five years, I hope that our books and toys will be in the homes of every little boy and girl.

Philly & Friends has a range of books, wall art, dolls, jigsaws and peg sets designed to instil confidence and self-love through the power of representation. Find them at www.phillyandfriends.com