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Founder and CEO of multi award-winning baby brand

Founder and CEO of multi award-winning baby brand

Published: 08 Feb 2024

Seffie Wells

What I learned [at Brunel] helped to build a foundation of knowledge upon which I built my business and charity and will go on to create greater things.

Seffie, Postgraduate, Alumni

Founder and CEO, aidie London and The aidie Trust

Psychological and Psychiatric Anthropology MSc - 2010

From UK

Previous Institution

Bucks Chiltern University College - BSc

Tell us about your career journey since you graduated…

I launched aidie London in 2018 and it has now grown to become an international, multi award-winning baby brand. Working under the UN business programme for sustainable development, aidie London creates baby products and books designed to help new parents support and understand their babies' cognitive and psychological development. Honoured at the House of Lords in 2019 and awarded twice for being among the UKs top 100 SMEs, aidie London now has a sister charity, The aidie Trust, which donates unused and unwanted baby products, support and advice guides and financial grants to babies born to mothers in women's shelters and refuges across the UK.

What does a typical day at work involve for you?

At only two years old, the business is still in its infancy but it has grown so quickly during that time; in order to keep the momentum going I work around the clock, in between raising my little boy, who the business and charity were named after. I start my day at around 5am and work through my to-do list, taking a break for the school run. I usually wait to sort through and action emails until the end of the day to keep productivity high. I'm in the process of developing a plastic-free initiative with UN member organisations to roll across the baby retail industry, by way of increasing sustainability and helping to encourage others to preserve the planet our babies will grow up in.

What’s been the highlight of your career so far?

Launching the charity has been the most fulfilling moment so far, but in business, two highlights stand out so far. The first was being honoured at the House of Lords for our contribution to the industry and economy. The second was receiving a national business award at the FSB Ball and being recognised the ‘Best Start-up Business’ in the UK. The fact that the Prime Minister, Theresa May, and Chancellor of the Exchequer, Phillip Hammond, were there was incredible. Having leading London Podiatrists endorse our footwear range and being accepted onto the UN business programme scheme were incredible moments too.

How would you say Brunel helped you to get where you are today?

During my time at Brunel, I studied in-depth the effects and differences of cultural variations in parenting style and approaches to psychological development. What I learned helped to build a foundation of knowledge upon which I built the business and charity and will go on to create greater things. Brunel provided me with the understanding of human development, which is used every day in creating our award-winning products and writing my award-winning books, to help support infant development. The Brunel alumni team has been so supportive and helped share my success across social media.

Why did you choose to study at Brunel and why would you recommend Brunel to others?

Brunel had and still has an excellent reputation for delivering a high standard of education. It's also in London, the city in which I lived and was easily accessible via the London Underground. Brunel had a great social scene for students and the library was vast (I remember spending most of my time in there!).

What is your best memory of studying here?

I remember being challenged by our lecturers to think from different perspectives, no matter what information you're being presented with, and that stayed with me long after I left. I spent most of my time in the library and at the coffee stand, so having a Santander bank on site was very handy too!

If you could give one piece of advice to new students, what would that be?

I know it sounds cliché, but if you stay focused and persevere, you can achieve your degree and anything else you put your mind to. The teaching and admin staff at Brunel are very supportive and always friendly, so if you ever need advice or are unsure of anything, don't be afraid to ask!

What would be your top tip or advice for new graduates as they begin their career journey?

You don't have to know what you want to do the moment you graduate. Sometimes it takes time to figure it out, so it's okay if you're still not sure what you want to do with your life. I think a lot of the time we put pressure on ourselves to have a solid plan for our lives, and it's important to know it's okay not to know right away. If you do know what you want to do with your degree, work hard and stay dedicated, because your degree is really a launchpad for your career and it really can take off if you work hard.