In this interview, edited for length and clarity, Sabelle Beraki tells OkayAfrica about her journey to make representation in toys a reality for Black children, what it’s like being a young Black founder, and how she aims for her dolls to embody Black joy.

OkayAfrica: Tell us a bit about what it was like growing up without dolls that looked like you?

Sabelle Beraki: It was troubling – and I didn’t know how much until I was older. It affected my confidence, being surrounded by white people growing up, and then by white dolls, too. For example, I told people my name was Jessica – I wasn’t proud of my name. I also always had my hair in a really tight bun to hide my afro. And as I grew older I realized that all of these things are deeply rooted in how I experienced the world as a child. During childhood, I had not felt represented. I wanted to change that for my little cousin – and for every Black child.

Where do you draw information from?

Black kids! I’ve created two dolls. They both have thick curly hair and dark skin, and beautiful eyes and beautiful smiles – just like the Black kids I see all around me. Most of the Black dolls you find on shop shelves don’t smile. I can’t fathom why. But I wanted to create beautiful Black dolls that smile. I want my dolls to embody Black joy.

What’s the feedback been like so far?

It’s been overwhelmingly positive. I constantly hear from parents, “Oh, this is my child’s favorite doll,” “She won’t go anywhere without it,” “She’s obsessed with it.” Hearing things like that makes me feel so happy and fulfilled, that I’m doing exactly what it is I set out to do at the beginning. That I’m changing the narrative for my younger self, for my young cousin, for young Black kids that are finally seeing themselves in toys, which are a big part of childhood. That Black children are finally feeling seen and celebrated. It’s more than I could have asked for.

What setbacks have you encountered since you decided to take this on?

At first, it was really hard for me to explain the problem to people, and the value of Black children having Black toys. It was also challenging explaining to non-Black parents that their kids need to have these Black dolls too; it’s their introduction into the real world and everything that’s out there. But now they’ve become so supportive and are always ready to engage; they genuinely want their children to grow up with knowledge of the diverse world we live in.

Funding was also a problem. For half a year I worked as a cashier at a supermarket and stacked up some funds to start Bell’s Toys. Going from China to Germany and across Europe finding the right manufacturers has also been something. It was challenging to see that European manufacturers don’t take diversity dolls as seriously as the Chinese – they don’t make an effort to make the Black dolls as cute as the white dolls, which was disappointing. There’ve definitely been setbacks and challenges, but after each, I pick myself up and keep going. It’s been a year and six months and we have thirteen retail stores across Sweden, with most located in Stockholm. We’re just getting started. I really love what I’m doing, and I want to make things happen for Black children.

How about being such a young founder — has that had its own challenges?

Oh yeah. Often at networking events people can be dismissive or just not take you seriously. But for one event like that, there are many more spaces where I’m valued exactly because I’m a young founder.

Walk us through the design process.

I’m the lead designer. I design the face, clothing, and hair of the dolls. I decide what they’re going to look like. I work hand-in-hand with another designer who really brings it to life, because while I’m very creative, I’m not very good at painting, and perfectly putting my vision down on paper. That’s what the other designer does.

What are you currently working on?

I’m so glad you asked! We’ve just finished creating a really beautiful West African-inspired doll. Her name is Sade. She’s so gorgeous and I love her and can’t wait to launch her on May 11.

What piece of advice do you have for young entrepreneurs to achieve success?

Find a purpose. If you’re only driven by money, it’s never going to be enough and it’s probably not going to be very good. It’s going to be really tough at first, and you need a reason why you’re doing this. A meaning. A purpose. Something that wakes you up every morning and says, 'Let’s get work done.' For me, this is what I die for, to do work that represents kids, that brings joy to children, that makes children feel seen.

Also, listen to the people you admire and are doing what you want to do. Be disciplined. Find something you love, and then figure out if you can make some money out of it.