Retail
Our Kids Trove O
nline store Our Kids Trove is a toy shop with a difference: the toys and games
showcased have been made by black-owned businesses, all but one of them based in the UK. “That one supplier was actually born and raised in Britain, and just happened to move to a different country,” explains the shop’s founder, writer-and-now-retailer Pamela Djima. “So when you buy from Our Kids Trove, you’re supporting not just black businesses, but local businesses, so everything’s more sustainable.” Pamela’s three children were born in China, where they were often asked, “Where are you from?” She has always been a keen advocate for her children knowing their roots and celebrating the richness of their culture, and when she ordered three map puzzles for her daughter – of Ghana, Nigeria and Africa – in 2020, the idea for the shop took root. “I was really impressed by the quality of them,” she recalls, “and the fact they were so educational, engaging and fun. So, I reached out to the company producing them [Very Puzzled] to see if I could become a stockist and sell on their behalf. And gradually, I started adding other products.” Our Kids Trove soon developed into a whole collection of diverse toys, from representative dolls and jewellery boxes featuring black ballerinas, to language flash cards and storybooks. “I know the difference these toys make and I see the delight they bring,” says Pamela. “Big toy companies are trying to be more diverse, but it’s not just a question of suddenly making more black dolls. It’s also about supporting the small businesses who have been doing that for a while, for more authentic reasons.” Growth has been “pretty organic”, with
word-of-mouth recommendations and social media driving sales, and Pamela using those same channels to source new suppliers. “People will say, ‘You should check out what this company is doing, it could be a good fit for you’,” she explains. The online store, however, is just one small part of what Our Kids Trove is all about. Pamela is also the powerhouse behind The Trove Market, a community event that takes place in North London’s Lordship Recreation Ground on the first Saturday of
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every month. The recreation ground sits between two very different residential areas – sought-after Higham Road and Broadwater Farm council estate – and Pamela is making it her mission to bring the two communities together, offering opportunities for budding entrepreneurs and small businesses to showcase their goods to the public, but also providing free enriching activities for kids who otherwise might not have access to them.
“The idea came about because I was doing lots of markets and events, but they were always attended by a certain demographic,” explains
Pamela. “I thought, ‘Where’s everybody else?’. I wanted to create an event where everyone feels welcome and believes that they belong. We’ve got a guy that does sports sessions, a woman who does face painting, and someone who does art
sessions… Parents can come along and not have to worry about money. Plus, stallholders can come and test out their ideas in a safe space. It’s like a small- business incubator. We even have children coming along to sell their old toys.” The market also has benefits beyond the
obvious. “Children can come and be creative and free, in an outdoor setting, which is really good for their wellbeing and their mental health. Overall, a community event like The Trove Market helps people feel more connected and less isolated.” A volunteering scheme to get teenagers
to engage with the market is in the pipeline, while Pamela’s ambitions for the website – other than adding new stockists and continuing to grow – include plans to engage with schools and nurseries to reach a wider range of educational settings and households. It’s important work. As Pamela says: “The toys in our collection are more than fun, wholesome ways to pass the time. They are powerful instruments of educational and empowerment.”
Our Kids Trove,
www.ourkidstrove.com
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