I agree with Morris.
My Mum worked for the John Moores group (Littlewoods) they were wonderful employers, in the time of, pre employment rights and gave lots to charity.
This isn't Nepotism, this is helping your child get a foot on the ladder.
If I had something unique that would help one of my children be more successful, a famous catch phrase to name a shop, as in this case, my child would be free to use it.
Look towards Paris Hilton and her pop "career", Stella Macartney, I might agree. But then having money brings money.
As for the Smith (Will) children, outright Nepotism, but what parent wouldn't help their children fulfil an ambition, it happens every day.