High Street Impact Award 2025
Category criteria
- This category will recognise any business, team or individual that can demonstrate a significant positive impact in making their city centre or local high street more vibrant, welcoming or sustainable.
- The judges will recognise and reward initiatives to create high street jobs, attract local residents and visitors, revitalise the public realm, or help with profile raising.
- The judges will also look for impactful measures which have helped high streets to become clean, green, mixed-used spaces.
Vellichor Books
High Street Impact Award 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.
Longton Exchange
High Street Impact Award entrant
The team at Longton Exchange has worked tirelessly to transform the shopping centre into a thriving, inclusive and welcoming destination that places people and purpose at its heart.
Led by Centre Manager Chris Ward supported by Tenant, Community Engagement and Marketing Manager Roz Ryan and a committed customer service team of four, the team has reimagined what a town centre shopping centre can be by balancing commercial growth with community care, creativity and connection.
Under Chris’s strategic leadership the team has united around a shared vision to make Longton Exchange a place where businesses flourish, communities feel welcome and opportunities are created.
The culture of the team is built on collaboration, compassion and innovation. Each member plays a vital role in ensuring the centre does not just function efficiently but that it evolves, engages and inspires.
Through a proactive leasing strategy and personalised support to tenants, the team has dramatically improved occupancy levels. Once-vacant units have been converted into thriving businesses, helping to reshape the high street’s identity and relevance.
Longton Exchange, located in one of Stoke-on-Trent’s six historic towns, had faced years of decline amid changing retail habits, economic challenges and underutilised town centre space.
When Chris took on the centre manager role he inherited an underperforming asset with low occupancy and waning public confidence. Instead of simply managing decline Chris set out to deliver meaningful transformation, reviving the retail core while restoring pride and possibility in Longton.
In just under three years Chris has breathed new life into Longton Exchange and, by extension, the high street itself. His ability to connect with traders, engage residents and collaborate with civic partners has created an environment where businesses can thrive and communities feel seen, heard and supported.
Longton Exchange has entered the High Street Impact and Team of the Year categories of University of Staffordshire Business Awards.
Smithfield Works
High Street Impact Award entrant
Smithfield Works, in Stoke-on-Trent city centre, is not your ordinary co-working and office rental establishment.
Whilst premium managed space is available and is an attraction in itself for start-ups and larger companies, there is something quite unique which has formed since Genr8 developments opened the doors in 2022.
Situated in the heart of the cultural quarter, Smithfield Works has become a networking hub all in itself - not just for businesses in general but for a creative collective who often use the space for exhibitions and collaborative events.
It’s that collaboration which shines throughout and sees partnerships with surrounding businesses with member offers provided and forged via the help of Community Manager Adele Simmons.
Homeware brand Morphy Richards - one of the first office tenants - grew during its time at the Hanley location before relocating in April because it needed larger premises.
A 60-strong team from Ticketmaster Sport joined the business community at Smithfield Works in December 2024 with Barclays Corporate Banking also taking up home earlier that year.
Regular business events add to the buzz with CONNECTS hosting networking events at Smithfield Works for more than 12 months.
Various community events are organised by Smithfield Works, mainly outdoors in the public space between the Potteries Museum and Art Gallery and the Hilton Hotel on the Smithfield estate.
This summer will see a month-long Smithfield Summer event taking place which will be free for families to attend.
Smithfield Works has entered the High Street Impact, Business in the Community and Small Business of the Year categories of University of Staffordshire Business Awards.
Centre Space Arts CIC
High Street Impact Award entrant
Centre Space Arts CIC brings together artists, businesses and communities to form a dynamic, collaborative ecosystem.
Founded in 2013 by photographer, videographer and gallery owner Darren Washington, the team of two work out of Smithfield Works in Stoke-on-Trent City Centre on projects addressing issues such as fuel poverty.
“At Centre Space Arts we believe that creativity is more than just expression, it’s a powerful catalyst for change, connection and community resilience,” said Darren, who turned his business into a Community Interest Company in 2021.
“Rooted in Stoke-on-Trent, our work goes beyond traditional arts programming. We are proud of our grassroots beginnings and equally proud of how far we’ve come.
“Our projects are purposeful. Whether addressing fuel poverty, promoting wellbeing through workplace creativity or empowering young people through real-world experience, our initiatives are grounded in relevance, inclusion and positive social impact.
“By embedding creativity into everyday spaces, from Smithfield Works to the High Street, we challenge outdated perceptions of where art belongs and who it’s for.
“2024 marked a turning point: our most successful year to date, where growth met impact. From flagship projects like Warm This Winter to new partnerships with key stakeholder venues around the city centre, we’ve amplified the voices of local creatives and fostered a network that supports freelance livelihoods and reinvests in the local economy.”
Darren and colleague Sarah Peart work with artists, filmmakers, photographers and other creatives to run workshops, deliver event and offer creative services that connect communities, businesses and the unique stories of Stoke-on-Trent.
He added: “We don’t just do funded projects, we also try to have a commercial element to the work that we do. If a business uses our services then an element of that goes towards community projects.”
Centre Space Arts has entered the High Street Impact and Business in the Community categories of University of Staffordshire Business Awards.
The QUARTER at Potbank
High Street Impact entrant
From five staff and a £285,628 turnover in its first year, The QUARTER at Potbank has grown to employ 45 people and have a projected £2 million turnover.
Founded by Annmarie and Josef Bailey, The QUARTER at Potbank is a vibrant cultural and culinary hub based within the historic Spode site in Stoke town centre.
Since its inception the business has transformed the local high street by blending heritage preservation with contemporary hospitality, fostering community engagement and stimulating economic growth.
The venue’s distinctive character attracts both locals and tourists, contributing to the area’s cultural renaissance.
By day The QUARTER serves homemade meals in a family-friendly café setting. By night it transforms into a vibrant restaurant. This dual identity not only broadens its appeal but also encourages repeat visits, enhancing foot traffic on the high street.
The Factory Floor, its dedicated live entertainment space, hosts events including live music, comedy nights and tarot readings. These events provide a platform for local artists and performers, foster a vibrant arts scene and draw diverse audiences to the area.
The QUARTER offers venue hire for weddings, christenings, baby showers and other community gatherings, reinforcing its role as a communal gathering place.
Annmarie Bailey said: “Being based at the iconic Spode heritage site is more than just a location for us – it’s a privilege. This historic setting has given us the opportunity to blend Stoke-on-Trent’s rich cultural legacy with a vibrant, modern space that supports creativity, community and independent enterprise.
“From hosting weddings and live music, to championing local artists and makers, we’ve worked hard to create a venue that not only brings people together but breathes new life into a treasured part of our city’s history.
“We’re proud to be part of the regeneration of this site and even prouder to play a role in the ongoing evolution of Stoke’s high street and cultural scene.”
The QUARTER at Potbank has entered the High Street Impact, Growth, Team of the Year and Small Business of the Year categories of University of Staffordshire Business Awards.
Wedding Belles Love
High Street Impact Award entrant
Claire Sutton left her career in a drugs team within the prison service to open a wedding dress shop – and it’s going so well she’s about to open a second branch.
Claire has been running Wedding Belles Love in Trentham Road, Longton alongside her daughter Darci since 2020.
Her working life couldn’t be more different from her previous career – she says it’s a joy to go to work when every day is filled with happiness.
“I decided to do something different after my father passed away,” she said. “I just wanted to do something fun and be surrounded by love. It’s a joy to go to work. I love it.”
They have added an extra changing room to the shop and are now working on opening a second branch, in a town centre location in Stoke-on-Trent.
Claire and Darci aim to be size inclusive, stocking every dress in every size from zero to 36.
“I bought the shop as an existing business from somebody else and when I tried on the dresses I found that I couldn’t fit into any of them even though I’m a size 12 for high street clothes,” said Claire.
“It’s really important in today’s world to ensure the experience of shopping for a dream dress is open to anyone. We’re very size inclusive and don’t want to disappoint anybody.
“We know how it feels to try on a dress and find it doesn’t fit so try to make sure that doesn’t happen to other people.
“We’ve built a reputation for making women feel seen, supported and confident no matter their size, style or budget.
“From the moment a bride walks in, she’s treated to a thoughtful, joyful experience which is often described as the highlight of her wedding journey.
“Through social media and our friendly podcast we educate and empower brides before they even visit, making the bridal experience feel less overwhelming and more fun.
“As a small, family-run business we’ve achieved real growth through care, connection and consistency. Every win we’ve had has been earned with heart and we’re proud to be a space where love and confidence always come first.”
Wedding Belles Love has entered the High Street Impact, Team of the Year and Small Business of the Year categories of University of Staffordshire Business Awards.
Ang's Cuts
High Street Impact 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
High Street Impact Award 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.”
John Pass Jewellers
High Street Impact Award entrant
In an age when many similar companies have moved online, third-generation family-owned business John Pass Jewellers is committed to having a strong, visible high street presence.
Launched in Crewe in 1948 the business is now run by Andrew Pass, the great-grandson of the original founder. A Newcastle-under-Lyme branch was opened 13 years ago. Having a strong, visible presence within the community in both areas is part of the business model.
“We are a big part of the community in Newcastle-under-Lyme and Crewe,” said John Pass Jewellers project manager Hannah Auras. “It’s a really important part of our business and means a lot to us.
“To mark our 75th year in business we carried out 75 moments of kindness to give back to the communities that have supported us to get to where we are today.”
Those moments of kindness included hosting a coffee morning, running 75 miles in 12 hours, donating to toy, clothes and food bank collections and volunteering for worthy causes.
The 75th moment of kindness was a charity quiz night that involved everyone who had been part of the 75 acts of kindness. The winning team was able to donate the prize money to their chosen charity.
This year the business’s team of around 25 staff are contributing to four major impact days to continue that work.
In 2022 John Pass Jewellers became one of the first carbon-neutral retail jewellers through measures including installing electric vehicle charging points, tree planting and community clean-up projects.
John Pass Jewellers has entered the High Street Impact, Business in the Community and Team of the Year categories of the University of Staffordshire Business Awards.
Keep It Local
High Street Impact Award entrant
Taking on one of Stoke-on-Trent’s largest empty retail units and turning it into a pop-up creative department store may have been a risky project but husband and wife team Laura and Andy Nixon were determined to deliver the sort of experience usually found in larger cities.
Their concept, Keep it Local, provides a revenue stream for more than 200 small creative businesses and an opportunity for shoppers to support independent creatives from their home city.
After initially opening shops in Longton and then Newcastle-under-Lyme they opened the doors to ‘Staffordshire’s First Creative Department Store’ in The Potteries Shopping Centre in October 2023.
That store has been visited by more than 330,000 people, generated £136,000 in revenue passed directly back to 212 small Stoke-on-Trent businesses and created 11 seasonal jobs.
£2,600 was raised for Royal Stoke Cancer Centre, £3,500 was raised for Greyhound Gap and two internships were created for students
“Keep It Local began as a hobby back in 2021,” said Laura. “Both my husband and I visited local artisan markets and indie businesses and posted on our social media – we loved the idea of supporting local people in their quest to share their talents.
“We are also fiercely passionate about our city and the creative DNA that runs through its people. Our mission to get more people shopping locally has been a huge driver.
“The store injected both magic and nostalgia back into the City Centre. One lovely customer said it instilled the magic of Christmas that they hadn’t felt since Lewis’s had closed down.
“We were told by customers of the many local gifts that were travelling all over the world to friends and family, oatcake mix to the states, ceramic potbanks to Dubai, local prints to Australia and the list goes on.
“We were visited by people across the UK, including London, and we had regular visitors from the East Midlands. Our favourite story was a couple staying in Manchester who were visiting the UK from Austria. They had heard of our store and came on the train to see it.
“The next day a lady from Birmingham came in and said that she was on her way back from Manchester after a work night away and a couple from Austria staying at the hotel had told her of the store – both of these visitors purchased oatcake mix to take home.”
What Laura and Andy had initially intended to be a pre-Christmas pop-up is still running and has provided six permanent jobs. They have also opened a Cheshire store in Warrington.
Laura added: “We believe in our city and the people within it and for everyone that says ‘No one comes to Hanley anymore’ I promise you - they do! And we have the footfall figures to prove it!”
Keep It Local has entered the High Street Impact category of the University of Staffordshire Business Awards.