I have a weakness and my weakness is that hardworking women gets my attention 100% of the times! What’s not to love about a hardworking woman filled with passion, love and committed to making a difference?

One of such hard working women that have gotten my heart is Oluwatobi Busayo Asenuga, CEO, Rubidily Baby Store, the number one online baby store in Nigeria. I met this amazing woman on the “streets of Zukerville” when she joined my freemium Facebook Group for power women entrepreneurs and it didn’t take long for me to realize that she had a dream bigger than “self.”

Her attitude got me curious so I tracked her down for an interview where she shared her dreams, hopes and aspirations. Read her story below and be inspired.

What informed your decision to start your business?

In 2014, while shopping for my soon-to-be-born baby, I felt some type of indescribable joy inside of me and I said to myself, “what if I am also part of other women’s joy by starting a brand that caters to babies?” That was the beginning of the beginning.

After I had my baby and going through all the rigors of motherhood, the thoughts of starting my baby brand became even stronger. I knew instantly that owning a baby brand would not only afford me the opportunity to be a part of other women’s joy but it would also give me an opportunity to educate, enlighten other women on what to expect as they navigate the difficult terrain of motherhood and ultimately making a difference. And so with very little money, I took a step of faith and started Rubidily Baby Store.

What is the mission of your business?

The mission of Rubidily Baby Store is not just to sell baby essentials, it is to make a difference by coming alongside mums of toddlers and provide them with the much-needed support needed to raise a total child in the first 5 years of life.

What is your vision? Please include where you will like to see your business in 5 years.

My vision for Rubidily is to build it as a brand to be reckoned with when it comes child and mother health. I want Rubidily to be instrumental in reducing child mortality rate in Nigeria by at least 20% in the next 5 years while also being the number one for mums seeking quality items for their toddlers.

What makes you different from other similar businesses?

I am a firm believer in offering value. I have a genuine passion in what I do and so I bring my loving self into conversations with mums and mums-to-be while also creating a platform of mutual trust and understanding. Rubidily Baby Store is not just a baby shop – it’s a haven for mums.

What current projects are you working on?

Currently, I am looking forward to starting an NGO next year tagged “ It’s New To Me.” My goal is to collect baby and toddler items from mothers who no longer need them and then donate items collected to the less privileged mothers in society. Also, in line with my vision of reducing child mortality rate, I intend partnering with well-meaning people, governmental agencies and international organizations that are committed to providing sterile birth kit to women in rural areas in Nigeria.

Do you have any advice for those who would like to start their business?

First, it is important that everyone who wants to start their business should believe in themselves. According to my mentor Seun Akinlotan, if you are a business owner, you already understand how draining it is to be an entrepreneur. Beyond the glitz and glamor of entrepreneurship displayed online belies countless hours of hard work that has a semblance of slavery. In this case, slavery to work that comes with trying to build a profitable brand.

My advice to those who are yet to start their business is to get a mentor that will hold their hand. Also, they need to identify with people who are headed in the same direction as them. For me, I draw my strength from my OSBS Elite sisters.

What is your best quote?

Be the help someone needs. Together we can make the world a better place.

How do you want people to support you?

This is hard! However, I will be extremely grateful if people can support my cause by providing clothes and necessities for the less-privileged mums in the society by donating baby items they no longer need. I will also be highly appreciated if people visit the Rubidily Baby Store on Instagram and Facebook as 5% of my profit are channeled toward humanitarian causes.


See more collection on Instagram

How can customers reach you? Include website, social media links etc.

Customers can reach me via, Whatsapp, Facebook, and Instagram

You can reach me by calling +2348136786943

Thank you for reading! Have a question for Tobi Asenuga? Kindly leave a comment below and remember to share this post with a friend.



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