Have you ever tried to jump from a high bridge to a deep river twice? I’ve only heard the second time is scarier than the first.
Starting my own toy business for the second time feels scarier indeed, yet I'm telling myself that now, 10 years later, I know what I didn’t know back then, I know what I want and what I don’t want, and most importantly – I’m more aligned with myself.
When one of the ideas becomes the one, my hyper focus kicks in.
In recent years of my career — something my fellow immigrant-entrepreneurs would likely nod to — I desperately tried to navigate life in a foreign country, all while fitting into roles and paths that only pulled me away from my ever-so-clear vision. When I moved to Berlin, I knew I wanted to build a sustainable, slow business that would serve mine and our little customers well-being. Very simple. Quickly I got convinced, that I should dream bigger and aim for more, that would equal fundraising with VCs. “Small business won’t survive, we need to develop few advanced high-tech products and spend tons on sales and marketing to protect ourselves from the competition, and for that we need a lot of money.” — that was the narrative that my beginner’s mind and self-doubt eventually leaned into.
Not only did I go into burnout and debt while closing the company. Three years later I went down a similar path, only this time as a co-founder giving up even more control and power. That's a story for another time.
Yet, I never stopped dreaming. Recently, I shared a post on LinkedIn about the grief I once felt over VaiKai and reflecting on past failures, and I was overwhelmed by the number of positive comments from people who still remember the wooden dolls with digital hearts so fondly. Here are just a few of those messages:
These messages showed me that the spirit of the VaiKai brand is still alive – and how deeply it inspired others. They reminded me that, despite the setbacks, I succeeded in crafting technology in a soulful way that nurtures children’s natural play instincts. I also realized how much my own instincts matter on this path. That’s why the way I build my business now must give me full autonomy.
This time, I’m committed to fiercely protecting my values. Values that beautifully intertwine with the product I’m creating for children. These are my non-negotiables:
- personal freedom - the ability to make my own choices
- authenticity - being true to myself
- sovereignty - self-governance and independence
- integrity - alignment between values and actions
I believe every young child, through gentle discipline, should be nurtured in those values. I want to support children's emotional development and nurture their sense of self. The world needs mentally strong and empathetic people. The world will be a better place when created with people who grew up knowing themselves and loving themselves. I see it already happening through the chaotic and disruptive world we live in today.
I’m committed to do whatever it takes to serve this purpose and I will take you with me on this journey.
Because I also want to know who is behind the products I buy and how the brand values integrate with the business.
Because it sharpens my focus and reminds me why I’m doing things the way I’m doing. I want to involve you in this creation and stay in touch with my community. Not VCs, not bosses, not big brand names, but you matter to me the most.
This is a leap of faith in myself and I would love to hear from you – whether you’re my first time reader or you’ve been following my work from the beginning. Always feel free to respond to this message to share your thoughts — it’s more precious than you think.