Daniella Draper has launched her fifth jewellery boutique after the brand sparkled through lockdown with an online surge.
The Cleethorpes-born now Grimsby-headquartered business has added Knutsford to the mini-empire as the award-winning designer is also nominated for jewellery, retail and sustainability accolades.
The Cheshire town is at the heart of an affluent North West pocket, to the south west of Manchester, and was selected as sales data was crunched by the team.
鈥淲e do sell quite a lot in the Manchester area on our website, so it was a natural decision for us to go towards there. Knutsford is a gorgeous little town with great shops and great cafes,鈥 she said.
Reflecting on a year like no other, Daniella said: 鈥淚t has been a strange year, but a good year and we have learned a lot and as a team pulled together.
鈥淭here has been a massive increase in online sales with lockdown, everyone is going online more, it has become easier for people to buy. We have been working really hard on the website to make it as easy as we can for customers.
鈥淚t has been the driving force for this year, it kept us going through lockdown, and the shops are now a bonus to have open.鈥
Online sales rank alongside the best performing Cleethorpes and Lincoln outlets, with a team of 15 now on Grimsby鈥檚 Enterprise Village, and handfuls of staff in the individual stores, with Beverley and Bowness completing the set.
鈥淓veryone is working really hard and we鈥檙e hoping for the best,鈥 she said, with sales continuing to increase year on year, despite the pandemic. 鈥淲e had a great Black Friday, we have new products coming out, everyone is so excited to be allowed out and have shops open, so we鈥檙e really positive about the next few weeks,鈥 she added.
Previous festive 鈥榩op-up鈥 shops pursued in Leeds and London have been paused for 2020, with the focus on opening in Cheshire and bringing footfall back to the established outlets.
The recent Positive 海角视频 endorsement has also chimed with the customer base too. 鈥淚t seems to have brought a lot of attention,鈥 Daniella said. 鈥淎 lot of existing customers commented on it, and others have come to us because they have seen it,鈥 she added.
