Startup Story
Queen Uwabuofu is the Founder and Creative Director of CloveKids International in Nigeria. Her business, founded in 2019, is focused on raising and building the African child for the future through a range of innovation products that promote black representation, inclusion, diversity, child education and sustainability. Queen is an award winning innovative entrepreneur with 12 years of experience in Business administration and handcrafting. She is a graduate of International Studies and Diplomacy from the University of Benin.
LoA spoke to founder, Queen Uwabuofu, about her vision and mission for her business, and her ambitions for the future.
What does your company do?
Clovekids is a Nigerian brand that produces bespoke African dolls using sustainable and eco-friendly materials for African and biracial kids to show them the beauty of our African diversity, teach them self-love, enabling them to express more confidence. With sustainability, diversity, inclusion and child education at the core of what we do, we also included a range of other products - Dolls for Albino and Vitiligo kids, journals and affirmations book for kids and teens (boys and girls)
“The Vision is solid and the dream is big! Clovekids will become a household name in Africa and beyond.”
What inspired you to start your company?
The rate of bleaching women in my society in the name of being beautiful. I did some research and the statistics were alarming. African women had the highest percentage in the world. i visited mega stores in my city and in 10 stores, you could only find a black doll in one and in that one, there was just 1 black doll out of every 10 white dolls in a shelve in a black-owned store, in a black nation and in a black continent. I knew i had to do something about this and I started producing Black dolls.
Why should anyone use your service or product?
We produce relatable dolls using sustainable materials that are washable and unbreakable. Our dolls have coarse hair type similar to any typical African child with various options of indigenous hairstyles. Our dolls are handcrafted by African women in Africa and our materials are largely locally sourced.
Tell us a little about your team
We are a growing team of 5 dedicated and talented individuals. Queen is the Founder and creative director with 12 years of business administration experience and also in handcrafting; Annette Obobaifo is our Production lead, with 15 years’ handcrafting experience; Shewa Bello is our production assistant with 4 years’ handcrafting experience. Oscar Versital is our graphics designer and content creator with 6 years’ experience and Uzor Daniel is our digital marketer.
“Beyond dolls, we will launch a range of innovative children’s educational resources, lifestyle products, cartoons, Apps and so much more.”
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I did not come from an entrepreneurial background so there was not anything to look up to really. Somewhere deep down, i just always knew I wanted to build a legacy, run a conglomerate, and just do things differently from what I have always known.
I started out after I left university while waiting for my call up letter to serve my country, I went on to learn several handcrafting skills as I have always been a craft enthusiast. After my national service, I worked for some multinationals for several years before resigning to go freelance in 2017. After about a year or two of freelancing on different skills, I settled to start Clovekids, selling handmade baby clothing. After a couple of years, I eventually transitioned into what we are doing today.
What are your future plans and aspirations for your company?
The Vision is solid and the dream is big! Clovekids will become a household name in Africa and beyond. Beyond dolls, we will launch a range of innovative children’s educational resources, lifestyle products, cartoons, Apps and so much more.
I aspire to build a company that is an employer of choice for talent, and a sustainable and profitable venture for our stakeholders and investors.
“I aspire to build a company that is an employer of choice for talent, and a sustainable and profitable venture for our stakeholders and investors.”
What gives you the most satisfaction being an entrepreneur?
Oh I love it when I receive feedback from customers about the impact of our products, the videos and pictures of the kids screaming when they receive their dolls, "she looks like me!" - it gives me fulfillment. One time, a mom sent me a message in confidence - she had taken a peep into her son's journal and was moved to tears. She expressed her gratitude for the innovative growth journal we created for kids and teens.
Also, seeing my staff grow to be independent in running daily activities in the office with so much enthusiasm, optimism and dedication in ensuring the growth of the company, even in my absence, motivates me and gives me satisfaction. In all. when I look back at how we started, where we are now, and the vision and plans for the future, I am ultimately satisfied and assured of a great future.
What's the biggest piece of advice you can give to other women looking to start-up?
Start that idea. You do not really have to have it all figured out. Just start. You will find your place, pace and purpose along the way. Be resilient even in the face of failures. Always give anything you find to do with your time your best shot. Join communities, network, learn and grow. The future is in your hands.
Contact or follow CloveKids International
WEBSITE | FACEBOOK | TWITTER | INSTAGRAM | EMAIL queenuwabuofu@gmail.com
Why LoA loves it…
At Lionesses of Africa, we celebrate women entrepreneurs who want to make positive change happen in their communities and countries through their businesses and brands. Queen Uwabuofu is doing just that with Clovekids. She knows the importance of raising and building confident, self assured African children for the future. By creating dolls for African and biracial kids to show them the beauty of African diversity, and teaching them self-love, she is empowering them to fulfill their potential in the world. — Melanie Hawken, founder & ceo, Lionesses of Africa