Jossette Naiken, an Australian-citizen and Founder of (a one-stop rental shop for parents) discusses her career swap from the corporate world to startup life

The big move

I was raised in Melbourne and Perth and early on in my career, relocated to London to work for Goldman Sachs and Morgan Stanley. Eventually, the lure of Dubai became too strong, and I moved here, in 2007, to work for Credit Suisse, followed by Bank of America Merrill Lynch. I am now married and a mother of two running my own business,

Tell us about your company? supports the UAE’s thriving tourism industry with a full-service ‘one-stop-shop’ baby and toddler equipment rental service, offering the highest quality products to travelling parents. We ease the burden of travelling with children by providing parents with expertly-researched items from trusted premium brands, which are delivered and collected straight to them at home, a hotel or even an airport terminal of their choice. The service is extremely efficient and convenient, and means families can travel with far less luggage, lightening their load and leaving time and energy to enjoy their trip. Our clients can arrive in the UAE with total peace-of-mind that all the equipment they need will be at their chosen destination, sanitised and sparkling clean, even before they reach it.

What field were you in prior to this?

I began my career as a personal assistant and managed to work my way up the ladder to become an equities trader at some of the most prominent international bulge bracket financial institutions in the world today. The opportunity to work in a corporate environment permitted me to immerse myself in the culture of a large corporation, and understand the benefits that guidelines and organisational structure can bring in business. I feel that the incorporation of my experience into, since inception, has been invaluable so far, and will be even more vital as we scale the business.

How did you realise a niche in the market?

The actual reason is that, as a parent, I use this kind of service all around the world. You can rent baby and toddler gear in most major cities. I’ve done it from Bali to London, and considering that the UAE is one of the main contenders as a global tourist hub, it was only a matter of time before this kind of service was required here.Jossette Naiken

How long has it been operational? has been active since 2015 and we have spent our time organically growing the business, with an extremely precise and specific strategy. We have recently relocated to a larger warehouse and established an office close to Mall of the Emirates. The next year will be spent intensifying our marketing efforts to ramp-up brand awareness. Eventually, we will seek to enter strategic partnerships to escalate our offering and scale the business.

Any interesting launches rolling out this year? has constantly been in a state of evolution since its inception. Essentially, we want to be the first name that comes to mind when people think about renting baby and toddler equipment in this region. In order to become the one-stop-shop in our field, we have collaborated with Malaak to offer babysitting services, and offer hospital-grade breast pumps and wheelchairs. We are continuously working to manage Hire4Baby. com’s quick growth, and will be seeking strategic partnerships in 2018 to scale our business even further.

Where do you see the brand in the next five years?

There is tremendous scope for growth for We see the business more closely aligned with the region’s most established airlines and hotel groups, and are taking steps to form those partnerships. The main pillar of this will always remain the same, however, and that is to offer convenience to all parents visiting the UAE, while supporting the tourism industry.

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