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KidzVenture -A LOT MORE THAN JUST CHILD’S PLAY

Mariam Al Kassab, Founder and CEO at KidzVenture Group, expresses her life purpose in enriching and nurturing young minds through her Nursery & Kids Clubs. KidzVentur

As an educator, it is no surprise that Mariam Al Kassab is passionate about teaching. But as a mother, she is also a fervent advocate of early childhood learning intervention, knowing that the first few years of a child’s life are a critical period in the process of development. Her sentiment is shared by countless of parents in the UAE, searching for a centre that will not only improve children’s school readiness, but will also nurture their social, emotional and intellectual growth.

In 2011, Canadian entrepreneur Al Kassab launched KidzVenture, an early childhood education centre that promotes the Montessori method of teaching, which is based on self-directed activity, hands-on learning and collaborative play. Here she talks about her mission of shaping the minds of children in the UAE.

How has your Montessori training and professional background in Canada influenced the curriculum that you now offer at KidzVenture?

WE have come up with a unique programme that has become popular among parents in the UAE, as it combines the best of both worlds. We call it “British Curriculum inspired by Montessori”. I am a firm believer in the Montessori method of teaching because I had seen its success with my own children. I’m passionate about spreading the same experience to other children in the UAE. Even our EYFS (Early Years Foundation Stage) classrooms follow the Montessori philosophy, where we focus on ‘one-on-one’ time with the children, hands-on activities and child-centred learning.

What is the age range your preschool caters to and what are the various activities for each specific group?

We cater to children from six months to four years of age. We also offer exclusive day-care services at our Double Tree Hilton location. The classes are based on the Montessori philosophy, where the children are engaged in a host of activities, ranging from music, story sessions, sensory experiences, arts and crafts, which are theme related and encourage fine motor skill development exercises. These prepare the children for their future schooling.In addition, we have a fully equipped Kids Club and soft play area, suitable for all ages, from infants, to children up to seven years. Our Abu Dhabi location, in Mangrove Village, is a nursery, also suitable for children aged six months to four years. We have afterschool classes, such as martial arts, ballet, Kids Zumba and ball skills, which are held on our premises, at both locations.

When you started the business, did you encounter any challenges in as far as “educating” customers (i.e. parents) about your edutainment concept and why your centre is not just a play area?

Yes! Initially it was a challenge to help parents see our vison, but once things were in motion, we were able to widen our customer base through word-of-mouth advertising. We conducted parent induction programmes, where we educated parents on our goal: the mental stimulation of children. During the openday events, we encouraged parents to bring in their children and work with them in our classrooms – even before they register with us. Parents are now recognising the beauty of our teaching method because they have seen how engaged their children are in our curriculum. Our nursery is filled with educational toys by the German brand Dusyma. We urge parents to examine the toys and we explain how these can help children learn.

How has the business grown since you started in 2011? What additional services and products have you introduced over these past five years?

It has been a steady progression. We were one of the first early-childhood learning centres in the UAE to use products made by Dusyma, a 100-yearold company specialising in educational toys for children. We have since partnered with them and we are now direct sellers of their products. We also hold workshops, as we work closely with Dusyma’s owner, Lulu Schiffler-Betz, and her team from Dusyma Middle East to create awareness among parents on how their products can help children, especially those with learning difficulties. KidzVenture also supports children and adults through our mentoring programme. We allow our facility to be used as a training ground, whether it is early childhood development of children with special requirements, students of nursery management or volunteers in the teaching field. We have opened a studio in our Mangrove Village branch in Abu Dhabi, which aims at meeting the needs of every child’s physical, linguistic and gross motor skill development. We conduct classes in ballet, African drums, martial arts, ball skills and kindermusic. Our themed birthdays have been extremely popular. We follow a policy of not saying no to anyone, so it’s like having a birthday party in the comfort of your own home, conducted in the way you like it. Any theme is doable and we have a variety of party games for children to enjoy. As part of developing social awareness , we are partnering with the Hissah Enrichment Centre, led by their founder and dear friend Ms Lama Younis. The centre runs the child safety campaign, aimed at helping parents and caregivers provide a safer environment for all children and create awareness. Also, in support of the growing concern over the prevalence of obesity among the country’s children, we occasionally partner with groups that advocate for positive change in the UAE food environment such as the Circuit Factory, led by its founder Phil Parkinson. We offer our venues so they can host workshops for parents and teenagers, aimed at raising awareness on the level of sugar hidden in so many of our foods. We will continue to affiliate ourselves with companies like Circuit Factory, who clearly share the same values as ours – to help improve the lives of children through sound nutritional education. We likewise promote work experience at an early age, urging teens to come and work with us, showcase their talent and get paid for it. Through this, we hope to nurture young entrepreneurs and to give young people confidence

As an educator and a mother, why do you think it’s important for children to have a nurturing, interactive and creative learning environment outside of the traditional school setting, especially in their formative years?

I believe the real world – outside of the typical school setting – is so different that it is necessary for parents and caregivers to prepare children for it. Life is not a perfect scenario, all schools have different goals and we try our best to provide them the exposure they need to adjust in later years. The one-on-one interaction and the mix of classroom activities allow children to thrive at their own pace, and develop their self-image and confidence. This, in turn, nurtures their creativity, which encourages free-flowing development in all areas of learning

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