The Desi Doll Company was set up in 2008, it designs, manufactures and distributes unique and interactive educational Islamic toys. This North London based company has been honoured with a Queen’s Award for Enterprise for International Trade 2020. Farzana Rahman, Owner & Director, speaks to Centric about her experience as a busy mum and entrepreneur.
Tell us about Desi Dolls, where did the idea originally come from?
The idea came from my children’s need to learn about their faith.
I was searching for toys that would help consolidate their Islamic learning but I couldn’t find any. At that time, I was a busy Mum in London juggling work in an investment bank with day-care, commuting, meal planning and bedtime. Finding the space to also create a fun atmosphere to teach my children about Islam seemed nearly impossible. As a mother, I knew I had to do something to change this. I left my city job, and I designed Aamina and Yousuf talking dolls that recited Surah Fatiha and Surah Ikhlas, some Islamic phrases and fun songs about Islam.
Aamina and Yousuf are global citizens of the world helping children from around the world to learn about Islam. Designed to be a fun, educational toy, these talking dolls recite verses from the Quran in Arabic and then translate them into English, French, Turkish and Malay. The dolls include fun, catchy songs targeted at kids between the ages of 3-6 years to help them learn basic Islamic teachings.
Starting a new business is never easy, what obstacles did you have to overcome?
It was a steep learning curve. I don’t have a design background, or any knowledge of running a business. But I embraced every challenge as they presented themselves, such as funding, researching, sampling, visiting factories in China, marketing and sales to name just a few. There have been highs and lows of course, but thanks to the Almighty, my toys have been well received by customers all over the world, and 11 years on we have an ever-expanding range of toys with a strong future.
How has Covid-19 impacted your business and what measures have you put in place to overcome them?
Covid-19 has had a huge impact on our business. Firstly, on our production lines in China, which as a result meant our Ramadan lines were severely delayed, and secondly the impact on our ‘resellers’ business. With physical stores shut all over the world, many of our Ramadan orders were cancelled. We had to shift our sales mindset from being B2B to B2C almost overnight, relying on online selling platforms to meet the demands of our savvy online customers.
What advice would you give to someone looking to start a new business?
From my own experience, I would give the following advice to anyone looking to start their own business. First of all, make sure you have a unique product, and make sure there’s a demand for it. To achieve this you will need to do research, and figure out your sales channels. You will also need to get the pricing point right from the start, allowing good margins for both Distributors and retailers.
What do you like to do in your spare time?
In my spare time, I like to exercise, usually running 5 km. I enjoy going for long nature walks with my family, and playing board games with them. I also enjoy reading about Islam and cooking.
What was it like winning the Queen’s Award for Enterprise in International Trade?
Winning the Queen’s Award for Enterprise is an amazing feeling as it is the most prestigious award a British Business can achieve. I really felt that I had accomplished something very big and that my hard work was finally being recognised. I am especially proud because we are an Islamic business and it’s a great achievement for both my business and for the community that we serve, to have this recognition from Her Majesty.
Farzana Rahman - Owner
Desi Doll Company toys online at www.desidollcompany.com