TEDCO caught up with Anatolij Stroj, founder of ArtyAnt Creations LTD, to find out more about how his business is using art to make a positive difference in the lives of school-aged children and their parents.
Supported by TEDCO Business Support and the British Bank, we also asked Anatolij how grant funding has boosted his business dreams and helped him solidify their creative vision.
Anatolij has struggled with chronic health conditions all his adult life, having been diagnosed with hereditary blood pressure issues at 16 years old. This, combined with carpal tunnel and degenerative disc disease brought about by sciatica, made it difficult for him to manage a full-time job.
These challenges are part of what inspired Anatolij to go it alone in the business world with ArtyAnt Creations, turning his personal health struggles into a mission to support other families in the North East and beyond.
Anatolij says:
“I see it as my mission to help parents and children be healthy, after struggling with my own health for so long. ArtyAnt Creations offers two unique soft toy characters for children aged 3-7, designed to help parents encourage their little ones to eat more fruit and veg, brush their teeth, drink more water and stay active through fun and play.
“Our merchandise includes our activity colouring book, which is being revised based on feedback received from primary schools. This consists of short stories, fun and educational poems and drawings to colour in.”
Every business owner worries about taking the plunge into entrepreneurship, but Anatolij’s health conditions meant he faced more hurdles than most. This, combined with a fear of the unknown, would stop many budding business runners in their tracks, but Anatolij didn’t let it crush his creative spirit.
“We tend to live much of our lives on autopilot, and running a business will naturally bring chaos into an established routine. But sometimes chaos is what you need. A positive mindset and seeking support were tremendously helpful to me, utilising all the support and knowledge we have available to new business owners in the North East.”
Before starting his business, Anatolij dedicated 30 minutes each day to working on business ideas in his notebook after work. It was in the Spring of 2023 that inspiration hit him. He says,
“I was exercising on a treadmill at the gym, I spotted a fruit and vegetable van drive past and I began seeing vivid images of multi-veggie and fruit characters. I went home and hand-drew the boy’s version on my tablet and later created the girl’s version in the same way.”
He continues,
“Being the oldest of 8 children shaped my early life significantly. While my mother cooked, I would help look after my brothers and sisters. This experience gave me valuable insights into children’s needs and development from a young age.
“My own health journey also inspired these characters. I had very little knowledge about proper tooth brushing in my youth, which resulted in regular dental visits and lots of money, time and unpleasant experience. I also didn’t discover a balanced diet and exercise until my twenties in order to manage my blood pressure.
“I understand how being overweight or having dental issues as a teenager/adult can negatively affect one’s confidence. I firmly believe teaching children healthy habits from an early age can bring positive impact to their lives and knowledge they can pass on to future generations.”
Anatolij’s hard work is certainly paying off, with ArtyAnt Creations making positive waves across the region. But, as Anatolij says, the most rewarding part of his success cannot be measured in financial gain.
“The sense of achievement I get from helping children and parents make healthy choices is something money cannot buy. This business idea is my baby, and I truly believe in it and live and breathe it every day. I firmly believe we are alive to help and support others, and that’s exactly what ArtyAnt Creations intends to do.
“Recent feedback from schools and family hubs has confirmed that children with Special Educational Needs (SEN) respond particularly well to our unique characters.”
Finding support in the North East and TEDCO
No business owner is an island, and Anatolij found plenty of support for ArtyAntCreations right here in the North East. He says:
“The North East is excellent to entrepreneurs. There’s an outstanding amount of support available for start-ups and those considering self-employment. There are so many organisations ready to step in and lend you a helping hand. Whether it is a legal matter, IPO, sales, marketing, you name it – all you have to do is search, sign up for support, and be hungry for learning new things.”
Much of ArtyAnt Creations’ North East support came from the teams at TEDCO Business Support and British Bank. Anatolij worked with TEDCO Business Advisor Bill Hartshorne to secure funding and learning for his entrepreneurial journey.
Anatolij says:
“Bill provided continuous support which made my success possible. He helped me to organise a cashflow with which I receive a £900 grant. I was also able to complete a Social Media course which was invaluable for teaching me more about marketing in the modern age.”
Bill Hartshorne adds:
“TEDCO Business Support prides itself on helping entrepreneurs like Anatolij access the tools and knowledge available to them. I’m delighted to see how our support has helped Anatolij grow his initial idea into a fully-fledged business offering vital guidance to children and parents across the region. I look forward to seeing how his business continues to grow.”
Discover more about what ArtyAnt Creations has to offer by visiting www.mnmcutesy.com. You can also get in touch with TEDCO Business Support to find out what support we can offer your start-up organisation – simply click here.