Daniella Draper is to launch a sixth store, in Grimsby, as part of a wider property development that will see a popular independent coffee chain expand alongside and beauty rooms brought forward.
The award-winning jeweller launched in neighbouring Cleethorpes more than a decade ago, going on to add Lincoln, Beverley, Knutsford and Windermere outlets - all supported from an established Grimsby workshop.
Now the family business has invested in the former Bradford and Bingley building society premises on Victoria Street.
Daniella Draper will occupy one of two ground floor units, alongside Riverhead Coffee.
Nic Till’s third venture, a few hundred yards from the original outlet, will provide the opportunity for al fresco seating in a post-Covid environment.
Della Draper, mother and business partner of designer Daniella, said: “It is an exciting venture.
“Like a lot of high streets, Grimsby has had a particularly tough time, having lost several national chains to closures. Covid and Brexit has brought about a change in shopping habits, with customers wanting to shop local and buy British made products.
“As a company we have always been thankful for the support and loyalty our local customers have shown us from the very beginning.
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“I remember Victoria Street in its prime and it was full of aspirational shops, we are excited to invest in the area and complement the existing independent stores.
“We are in the process of fully renovating and restoring the former building society to its former glory.
“We hope we can help towards making a change for the better and put the ‘Great’ back into Grimsby.”
Seven fully-fitted beauty rooms will be available to rent individually, with a promise of top-end Italian furniture and inclusive services.
“I love my coffee and have been a long term fan and supporter of Nic and what she has achieved with her brand, she is a real asset to the town,” Della said, who is no stranger to beauty as a business either. Having been a former Miss World runner-up in the early Eighties, she went on to have her own fashion boutique in the town, and has brought that retail knowledge to the family fold.
Focusing on The Beauty Rooms, as they are to be branded, she added: “Our aim is to provide the opportunity for local beauticians, hairdressers and wellbeing practitioners to operate from a luxurious, Covid-friendly environment in a prime town centre location.”
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The plan is to be open by the end of June or early July, with Riverhead following on the heels, creating a handful of jobs across both.
Nic said she plans to add two more full-time positions and up to six part time.
"It is a much better footfall position, and it is targeting another market for us," she said.
"You need to have more than one reason to go to a destination, too often now - especially in Grimsby - people go, do what they need to do, and leave - this seems to all fit great together."