Could it be magic?
Two independent businesses with retail outlets launched within yards of each other have won national awards in their respective fields.
Daniella Draper and Tilletts have brought silverware back to Cleethorpes’ Sea View Street, where they remain strong fixtures.
The jeweller, with a large workshop now in Grimsby to manage demand and a growing number of permanent and pop-up outlets, has won the Independent Marketing Campaign of the Year at the Retail Jeweller Inspiring Independent Awards – in recognition of the Take That collaboration launched last December.
Tilletts, where online has become a huge element – leading to the development of a significant head office and picking operation in Humberston, was named Social Media Channel of the Year at the National Independent Boutique Awards.
DD was championed at Riverside Park Plaza Hotel in London, having been approached by Universal ahead of the pop royalty’s Greatest Hits Live 2019 Tour.
Already worn by Ed Sheeran and Kate Moss, a range of jewellery was created featuring the TT emblem and ‘Shine’ - one of the biggest hits.
Judges said: “This is an inspiration in identifying a niche market and delivering a campaign. It shows real business acumen and awareness that puts this business above its peers.”
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Now celebrating 10 years since the business began at the family kitchen table, and with a Leeds outlet to open next week for the festive season, Daniella said: “Creating keepsakes that are worn and cherished is my biggest passion and I believe the love and hard work we as a company put into our jewellery has driven our success and celebrity following.
“This award from Retail Jeweller marks our tenth anniversary, and recognises all the hard work that has been done, not just by me, but by my whole family and my fantastic team in making the business a real success.”
A mile up the Thames, at London National Theatre and Tilletts was awarded for the “inclusive community they provide customers”. For more than two years Facebook Live videos have been produced, showcasing stock in a fun, informal way. Judges praised the behind-the-scenes insights and use of the platform that “allows customers to make friends and build confidence,” with an international sales base established.
Mia Lord, operations manager at Tilletts, said: “We’ve worked incredibly hard on our social media over the past few years and to be shortlisted as a finalist in recognition of this is absolutely fantastic but to win is just incredible. The Boutique Magazine is such a special publication, bringing independent womenswear retailers to the forefront and we are just so happy to be involved.”
Tilletts has a second bricks and mortar store in Louth.
Daniella Draper's Leeds outlet is in Victoria Gate.