The Baby Cot Shop receives recognition

The Baby Cot Shop has received national recognition for its response to the Coronavirus pandemic by being named as one of the faces of the UK government’s “GREAT Inspirations” campaign launched last month.

As businesses across the UK reopen and adjust to operating under social distancing guidance, the “GREAT Inspirations” campaign celebrates those who have gone above and beyond for their customers, employees or communities by adapting to a new way of working.

The Baby Cot Shop was one of the local heroes chosen for the work they did helping new and expectant mothers create personalised nurseries remotely. As a luxury baby boutique based on the King’s Road in Chelsea, they offer a bespoke nursery design service that used to be all about meeting in person. Now it’s become about communicating fluidly with people all over the world. 

Toks Aruoture, the founder of The Baby Cot Shop, said:  “When the pandemic hit, it was an uncertain time for us as we weren’t sure of the impact it would have on our business. All we knew was that we would have to adapt. We brainstormed our options and came up with the idea of moving our nursery design consultations online.  Expectant parents depend heavily on us to guide them through the nursery design process and we usually take it off their hands completely.  We have been designing nursery rooms for over a decade for clients who desire an exceptional space for their newborn. The design process usually entails home visits but we took advantage of technology like Zoom and FaceTime to deliver the consultation online. 

“The measures we took were put in place within 3 days and not only were we able to stay operational, it felt good to know we were helping people at the same time.

“We are hugely proud of the work we’ve done and it is wonderful to have our efforts recognised by the GREAT Inspirations campaign.”

The team also started The Living Inside Out with Toks podcast to encourage and inspire mums during the pandemic. As a women’s self-help show touching on all aspects of life from motherhood to female entrepreneurship — and everything in between — the podcast has extended their reach and provided much-needed support during these uncertain times. 

Over 80 companies from a wide range of industries across the UK have been selected for the campaign, representing just a small proportion of the businesses that have adapted and delivered for their customers over the past few months. 

“GREAT Inspirations” have fantastic stories to tell from the food suppliers who made sure vulnerable customers had full fridges, to manufacturers repurposing their production line to support the national effort. Others developed creative solutions to keep communities connected while some delivered socially distanced entertainment.

Dan Ramsay, Director of the GREAT Campaign, said: “The UK is an incredibly innovative nation and the businesses selected for the GREAT Inspirations epitomise this.

“In an incredibly difficult period they have adapted and found new markets, new customers and new ways of operating as well as helping their communities and keeping them safe.”

“GREAT Inspirations” has been delivered by the GREAT Britain campaign, the UK Government’s international marketing campaign, showcasing the best of Great Britain and Northern Ireland, encouraging the world to visit, study and do business with the UK. 

The GREAT Inspirations can be viewed in full at

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