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Meet Amaris and Chaya, an indie business creating a range of culturally diverse children’s dolls.
SoLo Craft Fair sits down with founder Temi to discuss how the brand came to be, how she hopes to encourage children to address multiculturalism during playtime, and her top tips for other aspiring makers looking to start an indie business.
“I am a wife, a mother of two gorgeous kids, an aspiring entrepreneur with a creative, architectural and fashion retail background. I am a British African, hailing from my motherland of Nigeria.”
“I tend to think that I am an incredibly shy person although my family would disagree. However, they would accept that I am patient, easy going and the type of woman who always carries a smile on her face with a quirky personality. One of my ultimate life goals is to speak as many languages as possible. I can currently speak two, possibly even three, with an aspiration to speak up to seven in my lifetime.”
“Amaris and Chaya dolls were created when I couldn’t find a suitable doll for my daughter of four months at the time. I wanted her to have a doll that wasn’t plastic, that was soft, easy to play with and something she could hold onto, carry around and grow up with, without the worry that it would break if dropped. The idea was for the doll to ultimately create a positive representation of herself as a black little queen.”
“As a black woman with a light skin tone growing up in London, I lived a life where I battled with my identity. I struggled to fit in, not wanting to draw attention to myself but instead be accepted for who I was and how I looked. It’s a lot to take in, but when you are young, everything can be so impressionable.”
“At the time, I loved to play with dolls but besides Barbie dolls there were no toys that positively represented me. Back then of course, Barbie dolls were not black, nor were there any other dolls available that represented black girls. Nothing my mother bought for me looked like me. It’s only since I’ve grown up and educated myself on who I am as a black woman, as well as becoming a wife and mother, that I’ve truly appreciated what being a confident, strong black woman is all about.”
“Starting Amaris and Chaya for my daughter and ultimately for myself is a way to encourage the "black is beautiful" mindset in children during imaginative play. I have designed a range of Amigurumi dolls, fabric dolls, soft play dolls and accessories that have been deliberately made to present culturally relevant messages of empowerment, representation and inclusion, be it through their hair style, skin tone, eyes or appearance.”
“In this way, when children are playing with the dolls whilst pretending to be a parent, a doctor, a firefighter or an artist – anything they want to be – they’ll roleplay and act with the unconscious understanding that by looking like them, they can achieve and be anyone they want to be. Their differences should be celebrated and loved just like everyone else.”
"I realised that with imaginative play, children create characters that will interact and make decisions within their role that will go on to shape how they think of themselves and the world around them, as well as develop their language, social skills and emotional health.”
“I aim to expand the collection of dolls to be as diverse as possible and showcase all skin colours as I truly believe that representation matters. I have, however, started with black and brown skin tones as they are currently underrepresented in the toy market today.”
“I would encourage other aspiring makers to do your research and, if you are truly passionate about what you want to produce and achieve, remain resolute in your determination and don't let any naysayers distract or discourage you. Failure only happens when you give up.”