What does it really take to build a luxury brand from the ground up - and keep going through the highs and lows?

In the pilot episode of Beyond the Brand, Cara speaks with Toks Aruoture, founder of The Baby Cot Shop, who shares with honesty and wisdom the lessons she’s learned over 20 years in business.

From leaving her degree to pursue interior design, to the rise and loss of her first store in Atlanta, and the resilience it took to rebuild in the UK, Toks’ journey is as moving as it is motivating.

She reveals how renaming and rebranding the business in 2016 unlocked new opportunities, created deeper alignment, and paved the way for milestones like a Chelsea flagship store and a concession in Harrods.

Packed with insight and encouragement, this episode is a must-listen for anyone building a business or chasing a dream.