Only Human
Vijayalakshmi Subramani – or VJ to her friends
From rural India to the heart of the UK’s innovation scene, VJ is building a business not out of ambition alone, but out of love, necessity, and lived experience.
She tells us how her determination to help her own child has turned into a nationwide mission to make specialist support affordable, accessible – and full of delight.
If someone had told me, back when I was a young girl in a small village of Tamil Nadu in India, that one day I’d be leading a purpose-driven business in the UK, I wouldn’t have believed them.
My journey has been shaped by resilience, a desire to make a difference and the love I have for my son. SENDelight Gifts didn’t start with a business plan – it started with the determination of a mother who simply wanted her child – and children like him – to have what they need to thrive.
A long way from home
I come from a financially struggling background. Although I dreamed of pursuing engineering, my family couldn’t afford to support that path.
Instead, I chose to study catering science, making the most of the opportunities available to me. I was determined to excel no matter the path – and I did – graduating as a University Topper.
That drive carried me across the world in my early 20s to the UK, where I started over from scratch. I worked as a catering supervisor for Sunderland City Council’s School Meals Department, and later, earned a Master’s Degree from the University of Sunderland.
That experience – being named Student of the Year in 2019 – was a turning point. I began to believe that maybe I could achieve more.
Becoming a mother changed everything
But nothing in my life has been more transformative than becoming a mother. My son, now ten-years-old, was diagnosed with Autism Spectrum Disorder and learning disabilities, and is currently being assessed for ADHD.
Navigating the world of special educational needs was, at first, overwhelming. I quickly realised the challenge wasn’t just the diagnosis – it was the lack of accessible and affordable support. It was disheartening to see essential items priced like luxury products because they were labelled as serving ‘special needs’.
Turning frustration into innovation
This frustration led to my first major innovation, TeenyWeenyVR – a virtual reality tool to help SEND children prepare for new experiences and reduce anxiety. It won national recognition, including the prestigious “Women in Innovation” award from Innovate UK and a Purple Plaque unveiled at the University of Sunderland.
It was a proud moment but I knew my work was far from done.
Everywhere I turned, I saw families like mine struggling to access vital equipment – not 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?
That’s how SENDelight Gifts was born.
I founded the business in April 2024 with a clear mission: to bring affordable, specialist equipment directly to families’ homes, removing both financial and practical barriers. Our goal was to ensure that parents and carers could easily access what their children need, when they need it, without the added pressure of travel or inflated prices.
More than a shop – a source of support
But we’re more than just a store. We’re a trusted, inclusive platform that offers curated products, expert guidance, and genuine care. Every toy, every tool, every resource is chosen with sensory needs, developmental challenges, and accessibility in mind.
In the past, families have had to travel to specialist centres to access essential tools and equipment. We understand the exhaustion and stress of simply trying to get your child ready to leave the house due to sensory sensitivities, routines, or mobility challenges. The anxiety of not knowing if a tool will help. The guilt of not being able to afford what they need. I’ve lived it.
That’s why we offer low costs and interest-free payment plans. That’s why families in Sunderland can collect equipment from our warehouse to save on costs. That’s why everything we do is built around empathy.
Small tools, big impact
In just under a year, we’ve connected with over 17,000 followers on social media, welcomed more than 850 parent carers to our site, and delivered over 1,000 pieces of specialist equipment across the UK. It’s humbling. Not just the growth – but the stories.
Parents write to us with gratitude, relief, and sometimes tears. 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.
I don’t do this alone. My husband, Dr. Selvakumar Ramachandran, is our Chief Technical Officer. While I focus on the vision, procurement, and community engagement, he ensures our technology works seamlessly. His innovations have helped make our site more accessible, our processes smoother, and our services more scalable.
Building a community, not just a business
The emotional side of this journey has been one of the most unexpected gifts. I never imagined that SENDelight Gifts would become a source of community – a space where families feel heard, seen, and supported.
It’s more than a business. It’s become a trusted ally for families. Every order, every message, every milestone reminds me why we started.
Of course, there have been challenges. We’ve done all this without external funding, relying on self-investment and the trust of our community. But I believe in what we’re building. And now, I’m ready to take the next step.
We moved to a dedicated, flexible space at the North East BIC in January in preparation for growth.
I’m seeking collaborators, investors, and partners who share our vision – who want to help scale our impact, develop donation platforms, introduce AI-powered support, and reach more families across the UK.
Pride and purpose
Looking back, I’m incredibly proud of what we’ve achieved – from that first product sold to the Inspiring Female Award we received from the North East Chamber of Commerce.
But more than anything, I’m proud to prove that with passion and purpose, you can turn personal struggles into something that creates lasting, positive change.
- Explore the huge range of sensory toys at SENDelight Gifts, join the growing community on Facebook or pop into the shop at Unit 22 at the BIC to try out equipment.