This guest post was written by Paola Garbini on behalf of the Noi Club: Check out more great posts from Paola at


I am a mum and I recently met a mum. This is already a fantastic thing: so many things to discuss about, so much to share and learn. But the best thing about this mum is that she is disrupting the kids’ entertainment space with her very own App!


Nothing to add here from me, just read yourself what she shared with me and enjoy three minutes of true inspiration!

Meet Estelle Lloyd, everyone.


Your bio in a tweet!

Entrepreneur, founder of Azoomee, mum of three daughters, chief laundry officer!


What does the NOI Club mean to you?

I love the idea of a club where women can exchange ideas and help each other. While there are numerous clubs for women, I think the NOI club brings a unique supportive, caring and inspirational space.


What project are you working on at the moment?

My company has recently launched Azoomee in the UK on tablets and mobile. Azoomee is a kids’ entertainment and learning app for primary school-aged children that gives access to the best videos, games, tutorials, learning and creative tools in a single safe place. Since mid-July the app is available on all O2 kids tablets, which is a major win for us! So I’m nurturing this partnership at the moment. We are also incredibly proud to benefit from the strategic support of the NSPCC. It is a real honour to work so closely with the Country’s leading children’s charity and they have been invaluable with their help and advice.


How did it all start?

I saw that my children were stumbling upon inappropriate content online. As a parent I found it scary and wanted to create a place where the internet is safe for kids. Azoomee is an App with a social conscience, everything on it is carefully curated to bring children a positive and valuable experience: from watching great shows that have positive messages, learning new skills through tutorials, leaning about interesting topics and more.


What is your “what if”, your world-changing driving force?

What if we started thinking about kids being online the same way we think about them riding a bike, crossing a road or taking the bus to school? The internet was built for adults but it is children who have inherited it. Azoomee has a real opportunity to influence how children behave online by educating them about the do’s and don’ts and preparing them for the type of things they will encounter on the internet.


You have exciting plans for the months ahead. Can you tell us more about that?

Developing additional key features in the next 12 months. We also plan to launch the App in other countries.


What do you think is the toughest challenge for women today?

Childcare. I’m a big believer that when women have access to reliable (and subsidised in some cases) childcare they become independent and more able to choose to have a career.


Do you think that the startup world can empower women? If so, how?

Yes, any environment that offers flexibility around work/life balance empowers women. It’s one of the few real differentiators of a startup compared to a more “traditional” career. I have attended all of my children’s school plays. On those days, after my daughters are in bed, I usually do a few hours of work!


What is the best piece of advice you would give to a girl? And to a woman?

Listening generously, speaking straight, being there for each other, honouring commitments, acknowledgment and appreciation.


Is there a mistake you made while developing your project that you would like to share with us?

We’ve made several mistakes and have learned a great deal each time. What worked last year may not work this year so risk taking is a part of startup life. Mark Zuckerberg summed it up in one of his famous quotes: “The biggest risk is not taking any risk… In a world that is changing really quickly, the only strategy that is guaranteed to fail is not taking risks.”


And the three most important lessons learnt?

  • Know your audience
  • Hire the right team
  • Persevere

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