One mother’s determination to support her own child has blossomed into a purpose-driven business changing the lives of families across the UK.
SENDelight Gifts, founded by Vijayalakshmi Subramani (known as VJ), is celebrating a successful first year – having grown from an idea at the kitchen table into a thriving business in a dedicated unit at the North East BIC.
Launched in April 2024, SENDelight Gifts provides affordable, specialist equipment and sensory tools for children with special educational needs and disabilities (SEND).
The venture was born out of VJ’s personal experience as a parent navigating the complex, often costly, world of SEND support after her son, now aged 10, was diagnosed with autism and learning disabilities
“Everywhere I turned, I saw families like mine struggling to access vital equipment,” said VJ. “The problem wasn’t because the resources didn’t exist, but because they were hidden behind high costs, long wait times, or complex processes.
“I thought: what if we could change that and lighten the load for others? What if we could create a space that truly understands SEND families, because it came from a SEND family?”
VJ set about creating a solution to bring affordable, specialist equipment directly to families’ homes to eliminate the practical and financial barriers standing in the way.Built on a low-profit model, SENDelight Gifts keeps prices down while offering features including interest-free payment plans and local collection options.
“In the past, families have had to travel to specialist stores or centres to use essential tools and equipment,” VJ said. “For many parents, simply trying to get their child ready to leave the house can be a huge task due to sensory sensitivities, routines, or mobility challenges.
“I knew first-hand how exhausting and stressful this can be, especially when all you want is to provide the right support for your child. But with our approach, families can have essential equipment in their own homes, so their child can use it as and when they need it.”
In just a year, more than 850 families have accessed discounted prices on specialist equipment by registering on the company’s website as a parent carer member. More than 1,000 pieces of specialist equipment have been shipped and a supportive online community of more than 17,000 followers has been cultivated.
Now, with a brand-new base at the BIC’s riverside business park in Sunderland the company is ready to grow – with a welcoming space for local families to try equipment in person or collect orders to save on costs.
And VJ says SENDelight Gifts has become more than just a store. “We’re a trusted, inclusive platform that offers curated products, expert guidance, and genuine care,” she adds. “Every toy, every tool, every resource is chosen with sensory needs, developmental challenges, and accessibility in mind.
“The emotional side of this journey has been one of the most unexpected gifts. Many parents don’t just place an order – they share their stories, their struggles, and their hopes. They tell us a simple chew toy made school bearable, or a sensory mat helped their child sleep through the night. These aren’t small wins. They’re life-changing.”
SENDelight Gifts is the latest chapter of VJ’s work to support SEND families. Her first innovation, TeenyWeenyVR, is a virtual reality tool designed to help children with special needs prepare for new experiences and reduce anxiety.
Developed after completing her Master’s at the University of Sunderland and supporting the VR work of her husband Dr Selvakumar Ramachadren, VJ used her skills in immersive tech to create a tool that won national acclaim – including the Women in Innovation Award from Innovate UK and a Purple Plaque in her honour.
Building on that success, she launched this new business, with her husband serving as Chief Technical Officer and using his expertise to build and maintain the company’s digital infrastructure.
The team is working on a range of exciting developments including a community donation platform, where donors can fund wish lists for verified SEND families. An AI-powered parent support system is also in the works, which aims to provide 24/7 advice and emotional support catered to carers.
The company is now inviting partners, supporters, and investors to join their mission to make life fairer, more affordable, and more joyful for SEND families.
Paul McEldon, Chief Executive at the BIC, said: “SENDelight Gifts are the perfect example of a wave of solution-focused, purpose-driven start-ups that are springing up in Sunderland.
“We’re proud that they’ve chosen the BIC to call home and to see them thriving amongst like-minded entrepreneurs and innovators. We’ll be doing everything we can to support their growth and can’t wait to see what’s next for them.”
For more information about the work spaces and support available at the North East BIC visit ne-bic.co.uk or call 0191 5166200.
Explore the huge range of sensory toys at sendelightgifts.com join the growing community on Facebook or visit the shop at Unit 22 at the BIC to try out equipment.
For more information on the North East BIC, visit: https://www.ne-bic.co.uk/