Wife and mother of three, Naomi Agyekum, runs a tight ship, balancing her home life with running a successful business, teaching young children to be entrepreneurs.  Agyekum is the founder of Kids Deziah Business, a social enterprise for  7–17-year-olds.

Armed with a BA in Business with Sociology from Middlesex University and an MA in marketing from London Metropolitan University, Agyekum started her business in 2020 during the COVID pandemic, after her sister suggested she offer courses she has been working on for several years. 

“I realized that there were a lot of young creative minds that would benefit from having this kind of opportunity to learn how to start a business, it’s like nurturing those aspirations from a young age.”

Agyekum’s own love for business dates back to childhood. “When I was 8 or 9, I would buy 20p stamps at the local corner shop and re-sell them to my friends and family for 25 pence, at a profit. I just thought it was a way for me to get some money. I would sell magazine posters like Smash Hits, Word Up and Just 17. I would bake cakes too. So, I have always been an entrepreneur in the real sense of the word,” she said.

Kids Deziah Business is a play on words, describing children’s lack of inhibitions who unlike adults are naturally risk takers. Agykeum believes her business stands out because of her long history in entrepreneurship.

“I studied and have worked in –  I still work in –  the environment of helping people set up their own businesses, developing those businesses and selling. Everything I learn, I incorporate back into the business, be it through a webinar for work or something new I have listened to. I love what I do.” 

Agyekum attributes her strong work ethic and commitment to success to her African heritage. She emphasizes the importance of hard work, attendance, and the ability to balance multiple responsibilities. 

“Having a full-time job and a ‘side hustle,’ was the way our parents did it, which is still true of my generation today and I am an example of that. I have a full-time job and my business. Thanks in part to the help and support of my husband.”

Kids Deziah Business, offers a £120 course, for six weeks focusing on six core steps including branding and marketing resulting in a product pitch to a panel of judges in a Dragons’ Den scenario. 

“One thing that they all learn, and that I appreciate very much, is that in the very first session I say: look at everything around you as a business. What you wear, what you sit on, whether you have a phone or a laptop, whether you wear glasses, whether you wear earrings – all of that is somebody’s business.

“We had a young person who started a Slime business, which is fun for children to engage in but also has a therapeutic element to it.  The same child didn’t continue with the slime business but did use the skills she had learnt to start her own lip gloss business two years later. “

Agyekum’s own children who range from seven to 16, are all fledgling entrepreneurs and each is responsible for managing their own business as their role model mum taught them. 

Ezra, is the oldest, developed a football business which included active sessions combined with nutrition. These days he does not have much time as he plays for a premiership team in their under-18 squad. Meanwhile, 13-year-old  Nya originally started a snack business called Own it Snacks, which changed into a fashion accessories business Own it Fashion. Her youngest daughter Nissi, 7, started Nissi’s Pieces which sells items for party bags.

Agyekum believes that her children and others she mentors gain financial independence through learning about money management in the course.  “The aim is for it to become a habit for students. We do a model whereby they save some money and reinvest in the business, spend some and give back at least 10% to charity or just bless a friend.” The goal is to help young people move beyond their circumstances, she said. “You’re really giving them an option to say that you do not have to stay there, break the cycle.”

While classes are open to anyone, most participants are African Caribbean. Sessions  are offered virtually in the evenings during the school term, but Agyekum hopes to get local funding so that she can hold them face to face. When not in class, students enjoy experiential activities like The Children’s Business Fair  and with the Run Academy.

Agyekum has had positive feedback from parents and attendees including one parent who said that her daughter owes her passing a business studies exam to the course. Another student who participated while on holiday in America, is convinced that waking up at 3:04 am each morning to join the class live helped her achieve her professional goals. She is now a photographer, who makes her own greeting cards and postcards. 

With just two teachers or course leaders, herself, and her sister, Agyekum is mulling over ideas for future expansion. So far she has piloted a course for adults and hopes to involve families. “A couple of parents were like, why are you just doing this for the kids? We want to do it too,” she said.

For information visit: www.instagram.com/kidsdeziahbusiness