Start-up Business of the Year 2025
Category criteria
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This award recognises businesses of any size and within any sector that were founded on or after January 1, 2023.
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The judges will look at each entrant’s entrepreneurial journey, the viability of their business model, long-term sustainability of the business and the growth of the business to date.
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The judges will look at financial projections for each entrant in this category but at such an early stage in the lifecycle of new businesses they will not make a decision based purely on balance sheets.
The Neurodiversity Network
Start-up Business of the Year entrant
The Neurodiversity Network is dedicated to improving the lives of neurodivergent adults. Founded by University of Staffordshire alumna Claire Kerry in response to the lack of support she experienced after being diagnosed with dyslexia and dyspraxia, the business has quickly grown from a personal mission into a scalable, income-generating enterprise that is changing how organisations and individuals understand and support neurodiversity.
Claire’s entrepreneurial journey began following her diagnosis during her university studies in 2011. While she received funded support through the Disabled Students Allowance, that support stopped when she graduated.
Like many neurodivergent adults, she entered the workplace without guidance or adjustments, leading to burnout, anxiety and a deep sense of isolation.
Claire channelled her frustration into action. She began researching the Equality Act, her conditions and neurodiversity more broadly,and the systemic gaps in adult support.
This journey ultimately led her to found The Neurodiversity Network — a start-up business designed to educate, empower and connect neurodivergent adults and the organisations they work within.
Since launching, the business has grown rapidly. By January 2024 The Neurodiversity Network’s online membership community had more than 100 engaged members, quickly becoming one of the UK’s fastest-growing digital communities for neurodivergent adults.
The business now operates across three integrated streams – an online membership platform, training and consultancy services for employers plus partnerships with public sector and education institutions.
Claire has already delivered training and consultancy to staff from a wide range of organisations including Michelin, Caudwell Children, Stoke-on-Trent City Council, New Vic Theatre, University Hospitals of North Midlands and University of Staffordshire. Topics include neuroinclusive recruitment, reasonable adjustments and Access to Work - providing vital insight and practical strategies to support the wellbeing and productivity of neurodivergent staff.
Claire Kerry has entered the Young Business Person of the Year category of University of Staffordshire Business Awards and has entered The Neurodiversity Network into the Start-up Business of the Year category.
Kiln at Number 12
Start-up Business of the Year entrant
A destination business created in Stoke-on-Trent by husband-and-wife team Mathew and Rachel Dimbleby is attracting customers from around the world.
Kiln at Number 12 has welcome people from Hollywood, New Zealand, Switzerland and all parts of the UK since it opened its doors in Longton in July 2024.
The couple, who are both University of Staffordshire alumni, run the creative café bar and pottery studio alongside sister business Dimbleby Ceramics.
Kiln at Number 12 is an independent creative café, a paint-your-own pottery studio and a working ceramics space, complete with its own fully operational kiln on-site. With regular pottery wheel workshops run in collaboration with Dimbleby Ceramics, it offers a complete creative journey: from clay to kiln to customer. This model is entirely unique in the local area and increasingly rare nationally.
From the very beginning, Kiln was built to be more than just a coffee shop. The goal was to create a destination, a space where people of all ages could relax, create and connect. Despite opening in a unit that had stood empty for more than a decade, Kiln has quickly become a bustling creative hub and a standout independent business in Stoke-on-Trent’s high street landscape.
Kiln reflects the values and skills of its founders. Mathew’s background as a master potter ensures high-quality ceramics and hands-on expertise in clay and kiln firing, while Rachel’s experience as a qualified art teacher shapes the approach to workshops and accessibility. The studio isn’t just about fun, it’s about fostering confidence, mindfulness and creativity in everyone.
The working ceramics space allows visitors to throw on the wheel, glaze their own pieces and have them fired in an in-house kiln. It’s a full-circle creative process, all delivered under one roof.
Meanwhile, the café has become known for its artisan coffee, fresh bakes and striking interior design. Every table was built by hand. The green and gold branding is distinctive and deliberate. The result is a space that feels considered, inspiring and welcoming to all.
The couple’s three-year plan includes launching a new ice cream bar in summer 2025, hiring and training more staff, hosting larger events and workshops and introducing raku firing, geometric ceramic stencilling and other advanced classes. They hope to expand into a larger venue or open a second location in the future.
Kiln at Number 12 has entered the Start-up Business of Year, High Street Impact and Small Business of the Year categories of University of Staffordshire Business Awards.
Vellichor Books
Start-up Business of the Year entrant
Vellichor Books was launched in 2023 to provide a safe, inclusive and independent book shop in Stoke-on-Trent City Centre.
“Vellichor as a word means the strange wistfulness for the scent and atmosphere of a used bookstore and it captures everything you might want to know about what we’ve created,” said Vellichor Books owner Mitch Hughes.
“Our city centre retail space is packed full of comfy chairs, used and new books to buy, somewhere to make a comforting brew and space to gather, in our ‘Room of Requirement’, with friends and family to play board games, celebrate a birthday or enjoy an author evening.”
Vellichor Books is a relaxed, welcoming, LGBTQ+ and neurodivergent-inclusive space where people can read, browse, enjoy a coffee and meet like-minded people.
Over the past 12 months it has hosted 10 books signings including with the children’s author Alex Foulks, four book launches, talks and poetry readings.
It is currently hosting a photography exhibition by Phil Shallcross in its upstairs space. There is a monthly book club called Chapter 25, part of a UK wide network of book clubs that encourage new perspectives and great conversations. Other one-off events have included ghost hunts and a life drawing class.
Mitch added: “At the heart of Vellichor is our desire to create a community that can come to love our shop and what we offer, as well as the city centre. We want our customers to build confidence in their lives through books, connection and in the city itself.
“We have created a community atmosphere with the other shop owners in the city centre and work closely with the city centre BID team which helps us from a business support point of view as well as ensuring that we never miss an opportunity to be part of the bigger picture in Hanley.”
Vellichor Books has entered the High Street Impact and Start-up Business of the Year categories of University of Staffordshire Business Awards.
Astro Education
Start-up Business of the Year entrant
Just a year after launching a one-man business from home Tim Howarth has moved to office premises and is about to become a team of three.
His business, Astro Education, specialises in recruitment and retention for the education sector including connecting schools with high-quality teaching and support staff.
In its first year of trading the Cheadle-based business has provided recruitment support to 30 schools across primary, secondary and SEN settings including working with Staffordshire University Academies Trust.
Tim and his team, which will soon include a compliance director, have successfully supported 65 individuals in securing employment opportunities.
They are also working with University of Staffordshire to help secure employment for education graduates.
Tim, who worked in the insurance industry before moving into recruitment, has ambitious growth plans for his business. He’s aiming for a team of up to 10 staff within the next three years to allow expansion from Staffordshire into neighbouring counties.
The 36-year-old said: “I’m quite ambitious and have always wanted to start my own business. It was a risk because we have two young children who just started school in September but I thought that if I don’t do it now I’ll look back and regret not doing it.
“Everything is self-funded by me directly with no loans, grants or investors.”
The business is growing so quickly that Tim’s wife left her job to become the second member of the team, something they hadn’t anticipated happening so early in the life of Astro Education.
Tim added: “While we are committed to growth, we will ensure our expansion remains controlled and sustainable, allowing us to maintain the quality and integrity that define Astro Education.”
Astro Education has entered the Start-up Business of the Year, Small Business of the Year and Growth categories of University of Staffordshire Business Awards and Tim Howarth has entered the Young Business Person of the Year category.
La Cherie
Start-up Business of the Year entrant
Just a few months after launching a women’s clothes shop in Stoke-on-Trent city centre, business is going so well for Monika Zagaj that she’s considering opening a second shop for men’s clothes.
Monika runs La Cherie in Town Road, Hanley, with the support of her husband, Jacek, who often needs to collect stock twice weekly to meet demand.
She said: “I decided to open my boutique as it’s always been my dream and this January I found some courage to make this dream come true.
“I love fashion and love good quality clothes, that’s why in my shop you will find very unique pieces for a good price and with great materials.
“It makes me really happy to see how I grow as a business and also as a person by providing good quality clothes in Stoke-on-Trent.”
Jacek Zagaj added: “The business is growing day by day, to the point where we are thinking about opening another shop or starting to stock a men’s range. We’re ordering new stock in twice a week.”
La Cherie has entered the Start-up Business of the Year and Small Business of the Year categories of University of Staffordshire Business Awards.
Ang's Cuts
Start-up Business of the Year nominee
Customers at Angelika Jezierska’s barber shop don’t just get their hair cut, they are welcomed into a community.
Ang’s Cuts, in Liverpool Road, Stoke, offers coffee, cake and a space where people can stay and chat.
Angelika, who started the business in December 2023, says she decided to open her own premises because she was frustrated with the quick customer turnaround expected in other barbers shops.
She wanted her business to be a community hub where atmosphere is more important than turnover.
“I wanted to open my own shop to give my clients the best service I can,” she said. “I’ve worked for other people but I wanted to be able to operate with my own rules and to give customers a different experience.
“People can relax, have a nice coffee, a cake and a chat. The atmosphere and the clients are more important than money.”
Ang’s Cuts has been nominated in the Start-up Business of the Year and High Street Impact categories of the University of Staffordshire Business Awards by Tomasz Putynkowski.
He said: “Ang’s Cuts is more than just a barber shop, it is a community hub where people come together, drink a pop and enjoy time together. Her involvement in the community demonstrates commitment to making a positive impact beyond business operations.”
Angelika added: “Being nominated for an award is a very nice feeling. I feel very privileged and shocked.”
Fresco Cafe and Eatery
Start-up Business of the Year nominee
At a time when some independent eateries have struggled to survive a new family-owned Italian bistro is thriving.
The owner of Fresco Café and Eatery, in Merrial Street, Newcastle, says business has been very busy since she opened the doors in November 2024.
Ella Kacala, who had previously run a business catering for workplaces, serves homemade Italian dishes created using fresh ingredients.
Born in Poland and now living in Newcastle-under-Lyme, Ella chose to focus on Italian food because of her love of the country and its cuisine. She has a team of three staff.
“I very much like Italian food,” she said. “I love the country too, it’s my favourite place for holidays.
“Fresco means fresh in Italian, which sums up what we do. In our first three months we have been very busy and we’re still having people find us for the first time as well as others coming back for repeat visits.”
Fresco has been nominated in the Start-up of the Year and High Street Impact categories of the University of Staffordshire Business Awards by Tomasz Putynkowski.
He said: “In a short period of time Fresco Cafe and Eatery has achieved growth which is very impressive in recent market challenges.
“The bistro has quickly established itself as a go-to destination, small parties destination and good food atmosphere place in Newcastle.”
Ella added: “I was so surprised when I heard I’d been nominated for an award because it’s something new for me. I’m very happy.”
The Social Platform
Start-up Business of the Year entrant
Bex Foster spotted a gap in the market while working at a marketing agency so she left to set up her own business.
The Social Platform, based in Stafford, specialises in social media and copywriting for start-ups and small businesses who want the expertise of an agency but at a lower cost.
Bex, who has worked in the industry for more than 15 years, also offers workshops and one-to-one coaching to help businesses navigate the world of social media.
“Paying agency prices isn’t realistic for some businesses,” she said. “I want to make social media accessible for everyone. I’m giving people the same quality of work but for a smaller price tag.
“Some clients want me to write their social media content or to run their social media accounts. Others choose to have coaching which could include giving them the tools to write and run their own social media or to talk through their upcoming social media content.”
Bex started her business in February 2023 and now has clients based around the UK in industries including aviation security, retail and dog grooming.
She has her own podcast, That Creative Club, which she uses as a platform for connection, inspiration and innovation.
She added: “My USP is the fact that I really care about the businesses I work with. I really want to see them thrive by helping to make social media and marketing accessible to everyone.”
Bex Foster has entered the Entrepreneur of the Year category of University of Staffordshire Business Awards and has entered The Social Platform into the Start-up Business of the Year and Small Business of the Year categories.
Jones's Cheesecakes and Bakes
Start-up Business of the Year entrant
A mutual love of baking has turned into a business for Andrew Jones and his partner Sarah.
The couple made cheesecakes to sell at a charity bake sale which went down so well their friends and colleagues encouraged them to make and sell more.
The kitchen of their Abbey Hulton home is now the hub of registered business Jones’s Cheesecakes and Bakes, which they launched at the end of 2023.
They make cheesecakes and have now expanded their range to include butter and homemade bread. They then spend their weekends selling their products at markets around the region.
Andrew, who combines the business with a full-time job in IT, said he had never imagined owning his own business.
“I do like the job I’m in but I also like the fact that the business couldn’t be more different to my day job. If you’d told me that I’d have my own business, and that it would be making cheesecakes, I would have laughed.
“We’ve put a lot of hard work into the business but we really enjoy it and it’s something that we can do together.”
With the support of their mums, Andrew and Sarah sell at markets in places including Longton, Cheadle, Carsington Water, Middleport and Nantwich.
They’re also taking cheesecake orders through their own website.
Jones’s Cheesecakes and Bakes has entered the Start-up Business of the Year and Small Business of the Year categories of the University of Staffordshire Business Awards.
Purple Digital Solutions
Start-up Business of the Year entrant
A tech business launched at The Smithfield Development in Stoke-on-Trent city centre just last year already has clients across three continents.
Co-founders James Butler and Adam Morray will be taking on two staff this year and have projected a million-pound turnover within the first few years of trading.
They met while both worked for a Stoke-on-Trent recruitment company, stayed in touch and decided to leave their jobs to start Purple Digital Solutions in May 2024.
They work in digital tech recruitment and believe they have discovered a relatively untapped area of tech.
Aged 30 and 32, they have already made sales across the UK, North America, Europe, Middle East, Africa and Asia-Pacific but say their journey is just beginning.
They’ve grown a global following and received the Best MarTech Recruitment Company Award for 2024.
James said: “We first worked together about 10 years ago. I moved to a different company but we stayed in touch. We both found really nice specialisms and came up with the idea of collaborating on our own business.
“We both left our jobs to do this, which is a big step when you have families and mortgages. It’s quite an exciting time for us. With limited resources but limitless ambition, we hit the ground running.”
At the moment James and Adam are the entire team, but they’re looking to recruit two staff this year and are projecting to be turning over £1million within the first couple of years.
“Our vision is to have an office in Stoke-on-Trent with 10 to 20 staff within the next five years,” said James. “Given the nature of our work we’d also like to have an office in North America, but it will have all started at The Smithfield in Stoke-on-Trent city centre.
“Although we’re doing a lot of work to support businesses outside Stoke-on-Trent we want to grow this business here and create opportunities for people here. We used a lot of Stoke-on-Trent companies to help us get off the ground.”
Purple Digital Solutions has entered the Start-up Business of the Year category of the University of Staffordshire Business Awards.
Mihail Antoniei
Start-up Business of the Year entrant
Mihail Antoniei studied for more than 1,000 hours in his native Romania to become a massage therapist and now he’s started his own business in Staffordshire.
He worked in a warehouse when he first moved to the UK but in March 2024 launched a massage therapy and wellness business using his training and expertise.
Mihail has a base at Gait Wise in Newcastle-under-Lyme and offers a mobile service across North Staffordshire.
He said: “I am a passionate and dedicated massage therapist with more than five years of experience in various therapeutic techniques. I love helping people feel better, relieve stress, improve mobility and adopt a healthier lifestyle.
“Over the years I have worked with clients from different backgrounds, from athletes needing fast recovery to individuals looking for deep relaxation and physical and mental balance.”
Mihail completed an intensive 1,080-hour massage therapy program at Ion Holban Vocational School in Iași, Romania where he learned advanced techniques and gained a deep understanding of how massage contributes to health and wellbeing.
Services he offers include deep tissue massage, reflexology, sports massage, cupping therapy, cervical massage to alleviate neck and shoulder pain, anti-cellulite massage and relaxation massage. Each session is personalised and based on the client's needs.
He said: “For me, massage is not just a technique, it’s a form of therapy and connection. I strongly believe that health is not just about being pain-free; it’s about balance, inner peace and a healthy lifestyle.
“That’s why, in addition to massage, I also provide guidance on nutrition, recovery and overall wellbeing, helping my clients improve their daily habits.”
In Romania he completed a year of professional practice and volunteer work at Iași Clinical Rehabilitation Hospital, providing massage therapy to patients with various conditions and assisting in their recovery process.
He volunteered for six months at the Star of Hope Foundation in Romania, working with children with special needs and supporting them in developing essential life skills.
Mihail added: “I’m very grateful to be able to offer my services to the communities of Stoke-on-Trent, Newcastle-under-Lyme and the surrounding areas. I try to make my home wherever I am in the world and North Staffordshire is my home now.”
Mihail has entered the Start-Up Business of the Year category of the University of Staffordshire Business Awards.