High Street Impact Award
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.
Chris Ward of Longton Exchange
High Street Impact nominee
When Chris Ward took over as the manager of Longton Exchange Shopping Centre in April 2022, 21 of the 60 retail units were empty. He has reduced the vacancy rate to just four.
In the same timeframe the centre has seen footfall increase by 32.5%.
In 2022 a row of 10 shops were due for demolition due to an over saturation of retail space in the town. Chris put together a proposal to the owners to reinvent this quarter of the shopping precinct for arts and culture.
Longton’s arts and cultural quarter will be named The Exchange Quarter and will add to the town’s strong retail offering.
The first unit to be let by Chris was to So Very Dog. Working with marketing company Toolbox Marketing, Chris ran a competition with a prize of a rent-free shop for 12 months. So Very Dog was the winner and is now stocked with the largest selection of natural dog treats in Stoke-on-Trent. The business has grown and is now looking to employ an additional team member, taking the staff total to three.
Community initiatives incluide the introduction of The Little Longton Book Exchange, a free library operated by volunteers, free school uniform initiatives, free breakfasts for families during the school holidays.
The very first National Lobby Week ran from January 22 to 28, with other businesses across the city joining in. Working with tenants Steve’s Quality Meats and MAW Fruit and Veg, Chris and the team served up and gave away more than 500 portions of piping hot lobby.
An annual Food and Drink Festival saw more than 11,000 people attend along with a Christmas light switch on with the biggest Christmas tree in the city.
In 2023 Chris was shortlisted for the Sceptre Awards for Centre Manager of the Year for the works implemented at Longton Exchange.
Chris not only manages Longton Exchange but other assets across the region. His knowledge and experience in the industry enables him to provide a forward-thinking approach to reinvent assets in the face of tough economic challenges.
Chris Ward has been nominated in the High Street Impact category of the Staffordshire University Business Awards for his work at :Longton Exchange.
Ruff and Ruby
High Street Impact entrant
Ruff and Ruby is an urban youth charity that sees itself as a movement of generation game-changers, legacy infusers, innovators and hustlers of culture.
Its mission is to raise self-worth and aspirations in young people, acting as a positive movement for change within Stoke-on-Trent.
It sets out to energise, engage and empower young people to realise their value, reach their potential and reshape their world, through innovative programs and services to inspire them to be the best they can be.
Ruff and Ruby also seeks to also bring together key stakeholders across the city to work together by being the catalyst for the Stoke-on-Trent Youth Collective.
The Ruff and Ruby Rooms is the charity’s all-age community hub, an innovative social enterprise that’s been based at The Potteries Centre in Hanley for the last nine years.
It’s an ‘open access space and place’ for anyone to just drop by, enjoy the atmosphere, engage with support services or volunteer. There’s a cafe, new and pre-loved ‘under a fiver’ clothing, as well as celebrity pre-owned clothing from charity patron Rachel Shenton and also charity supporter and BBC TV presenter Beccy Wood.
The Ruff and Ruby Rooms has a children’s stay and play area for age birth to seven years, a youth and community activity zone, art and make space, start-up incubator pods to create employment opportunities for young people, a space for training and workshops plus a music studio to inspire young people to create music with messages to foster positive mindsets.
Ruff and Ruby has entered the High Street Impact category of the Staffordshire University Business Awards.
The Regent Theatre and Victoria Hall
High Street Impact entrant
The Regent Theatre and Victoria Hall not only bring economic stability to Stoke-on-Trent city centre by providing more than 120 jobs they attract an annual footfall of more than 3000,000 visitors which helps to support other businesses.
Two of Stoke-on-Trent’s most iconic cultural landmarks, this year the venues celebrate 25 years of bringing the best in live entertainment to the city.
Nearly every staff member has a story to tell about the start of their career in the venues, with many having previously performed as a child on the stages or started off as an apprentice or Youth Academy participant.
The annual pantomime starring local lad Jonathan Wilkes attracts more than 50,000 visitors every Christmas. Pretty Woman, Only Fools and Horses and War Horse are all set to bring in more than 12,000 people in just one week. The past 12 months alone saw more than 150 shows tour to the venues from a variety of genres to suit everyone’s needs and tastes.
By hosting and continuing to attract high-profile artists and performances, the venues attract visitors from beyond the local area, even internationally. This influx of visitors contributes to the city’s reputation as a cultural hub and aims to enhance its attractiveness as a destination for tourism and business.
This influx of people into the city centre plays a crucial role in supporting local businesses. Local bars and restaurants benefit significantly from theatregoers, creating a buzz around Piccadilly, particularly before evening performances. Many visitors will spend time and money in the city pre or post-show and this steady stream of visitors is vital for the vibrancy and sustainability of the high street, providing consistent demand that helps local businesses to thrive.
The impact of the Regent Theatre and Victoria Hall extends beyond economic benefits; they play a crucial role in the social and cultural development of the community. The theatre’s Creative Learning team is a cornerstone of this impact, working with thousands of young people across the city, many of whom may not typically find attending the theatre easily accessible.
The Creative Learning department is responsible for the Regent’s annual ‘0 Dance’ show, which has grown from strength to strength, and after over 20 years of establishing itself as the biggest dance festival in the region, it now brings nearly 60 dance schools and groups from across the region together, giving thousands of local young people a chance to showcase their passion and insane talent whilst performing on a professional stage.
The Regent Theatre and Victoria Hall have entered the High Street Impact category of the Staffordshire University Business Awards.
Mishka Truffles
High Street Impact entrant
A chocolate maker has bucked retail trends by moving her online business on to a Staffordshire high street.
Michaela Jones undertook a major business shift in early 2024, moving her online artisan chocolate business into a café and shop on Stone’s High Street. Mishka Truffles has proved a hit with customers flocking into the store.
Michaela and Mishka Truffles are demonstrating that a great business idea and hard work are a recipe for success, even in an increasingly online shopping age.
Michaela makes all her fresh chocolate truffles, cheesecakes, hot chocolate and waffles using the finest Belgian chocolate.
Michaela said: “It has been fantastic, even better than I could have dreamed of. Mishka is my passion. I love making my chocolate creations and local residents have embraced that love and given it back to me. I couldn’t be more thankful.”
“We have been busier than I could have ever imagined. There’s a regular flow of customers from the minute we open until late afternoon and we have people who call in several times a week.
“Our speciality truffles, chocolate cheesecakes and waffles are flying out of the door. People love coming in for coffee or hot chocolate.
“We have now expanded to offer savoury Zapekanka open baguettes, made from my own recipes.
“Afternoon cream teas are also now available and these need to be booked in advance.
“I make everything in the shop and the sweet range uses only the finest Belgium chocolate. Our truffles are based on my mum’s original recipes, adapted and perfected in my kitchen here at Stone, together with the cheesecakes, waffles, and most recently our Zapekanka toasted baguettes and afternoon cream teas.”
All of Michaela’s chocolate treats are also still available to buy online.
Prior to opening the store Michaela, who was diagnosed as an adult with bipolar disorder and ADHD, told how chocolate making has become her therapy.
She added “I am now in my happy place and if my story helps just one person to see they can overcome mental health issues and succeed, I will have achieved a lot.
“Alongside that, I can now testify that the love people have shown me here, and the appetite they have for a new business on their High Street to succeed, is a powerful force for good.”
Michaela has future plans to open chocolate themed cafes in several locations in the Midlands and North West England.
Michaela has entered Mishka Truffles into the High Street Impact category of the Staffordshire University Business Awards.
The Slamwich Club
High Street Impact entrant
Best friends Nicole Williamson and Stephanie Franklin found themselves travelling to other cities to experience what they wanted from bars and restaurants – so they decided to set up their own a little closer to home.
They founded The Slamwich Club in their home city of Stoke-on-Trent in 2018 and have become known for their contribution to the city centre’s arts scene as well as their menus.
Music and events are held in both The Slamwich Club and The Backyard including DJs, live music and art classes.
The Slamwich Club is a welcoming social hub for students, a hang out for friends and a meeting place for workmates - a place of community engagement for people from all walks of life.
Nicole said: “Since opening, we believe we have made a positive impact on our high street. We’re not just another sandwich shop or restaurant. Not only have we contributed to the revitalisation of the street, both aesthetically and socially, we have added to its appeal and improved footfall by attracting locals and visitors alike.
“We create jobs directly within the restaurant and indirectly by stimulating other businesses in the area, such as suppliers and nearby shops - adding to our city’s economic growth.
“We are also one of the only restaurants and businesses that has survived for more than six years on our street - we like to think that this also attracts and inspires other startups in the area too; if we can do it, so can they!”
The Slamwich Club now employs 20 members of staff and has been listed in the top ten sandwich shops in the UK.
The Slamwich Club has entered the High Street Impact category of the Staffordshire University Business Awards.
ADS Truck Parking
High Street Impact entrant
ADS Truck Parking is a family-run business that’s not just leading the way in driver welfare it’s helping to boost footfall in its local town centre according to traders.
Since opening the business in 2018 owner Andrew Sargent and partner Berni Buxton have transformed a derelict site in Longton, Stoke-on-Trent into a 'home from home' for UK and International drivers.
Facilities include washrooms, a large cafe area serving home cooked food, an outdoor seating area and a games room - all to provide comforts for long-distance drivers needing a break from the road.
Andrew and Berni are committed to supporting other businesses in and around Longton town centre and regularly encourage drivers to visit the shops and market.
“We have local businesses in the town centre saying to us that they have had our drivers in their shops. Even a barber where I go myself has said to me several times that he has seen an increase in footfall over some weekends when drivers have gone out to get their hair cut there,” said Andrew.
“We use the local shops and market and Longton is a great little town so why wouldn’t we encourage others to do the same?
“When a driver comes in we always say take a walk, go out of your truck and explore Longton and get a taste of Stoke-on-Trent. It’s not just UK drivers, but drivers from overseas who come back and tell us that they love the town and then they tell others - it’s brilliant."
In 2023 ADS Truck Parking was awarded £222,500 as part of the Department for Transport’s HGV Parking and Driver Welfare Grant Scheme which enabled new facilities.
“The Government grant was incredible and really helped us to bring to life our plans for the truck parking site,” said Berni.
“We both understand what it’s like for truck drivers to be on the road for hours and days at a time and everyone needs to take a break. We wanted to ensure that anyone who stayed with us felt comfortable and relaxed.”
Andrew added: “I was a truck driver myself and I totally understand how lonely it can be on the road. I’ve stayed away for weeks at a time and travelled overseas and it can get very lonely at times, therefore we always make sure everyone is not just comfortable but feels welcome every time they come to us. We are like a big family and it’s important to look after each other.
“Drivers always ask about our family and we have made friends with many who stay here - which is something we are quite proud of.”
Andrew and Berni are planning events throughout the year to welcome local residents and schools to the site to take part in activities and to enjoy the cafe area.
“Everyone is welcome at ADS Truck Parking,” added Andrew. “We have facilities we want to share with others as much as we can and we are looking forward to welcoming more local residents to our site.”
ADS Truck Parking has entered the Small Business of the Year and High Street Impact categories of the Staffordshire University Business Awards.
S T O C K by Feasted
High Street Impact nominee
Since moving onto Newcastle-under-Lyme High Street in March new restaurant S T O C K, led by chef Cris Cohen of Feasted, has been quick to make its presence known within the town.
As well as offering food with local nods including elevated Staffordshire lobby and the sticky beef, fermented chilli and cheddar oatcake, S T O C K is already actively engaged in the Newcastle-under-Lyme community.
The small but passionate team of seven staff is actively participating in local events including taking their food onto the street for events, hosting workshops for young people as well as engaging with local community groups.
S T O C K’s recent partnership with Newcastle-under-Lyme Borough Council and Newcastle-under-Lyme BID to adopt and maintain a herb garden at the gateway of the town will form part of the town’s portfolio for the Heart of England in Bloom submission.
Working alongside volunteers from NSCG Colleges Group the team has transformed a neglected space into a community garden, with chefs from S T O C K planning to use the produce to include locally sourced ingredients into their menu.
S T O C K has been nominated in the High Street Impact category of the Staffordshire University Business Awards in recognition of its work in Newcastle-under-Lyme.
Founder and chef Cris Cohen said: “I’m lost for words. It’s great to be recognised by other people for what we’re doing and to be recognised so strongly after only being there for a matter of months will encourage us to push even harder.”
S T O C K officially opened on March 1 after two successful pop-ups in the town. Cris has a wider team of 16 employees working across parent company Feasted.
Keep It Local
High Street Impact Award entrant
Father and son team Andrew and Harry Nixon have made it their business to support Staffordshire designers, makers and creative businesses.
Launched during the second lockdown as an Instagram page to promote local businesses, Keep It Local now has a flagship store in Longton and pop-up shops around Stoke-on-Trent including in the Potteries Shopping Centre.
It currently celebrates and supports 120 local artisans by showcasing and selling their wares in a beautifully curated and professionally styled venue.
Over the last 18 months Andrew and Harry have generated £108,000 of income for their makers through sales in its stores and with a new store planned for Newcastle-under- Lyme they expect this figure to continue to grow.
Harry, aged 19, has completed his college course and dad Andrew, 41, has left his job as a delivery driver so that they can work on the business full-time alongside one additional member of staff.
“We’ve had a lot of support from the local community. It’s been amazing,” said Harry. “We sell a wide range of items including candles, bags, earrings and jewellery and we always make sure that everything has been made locally.
“Some of our makers have never sold their work before and others are already selling at big exhibitions as well as through us.”
Keep It Local is taking over a Potteries Shopping Centre unit, in Stoke-on-Trent city centre, for the Christmas run up from October 1 until Christmas Eve. It is being billed as Staffordshire’s First Ever Creative Department Store and is set to include two floors of ‘creative magic’ including workshops, events and creative activities.
Harry added: “We took a punt in deciding to both make this our full-time job and it’s paying off.”
Keep It Local has entered the High Street Impact category of the Staffordshire University Business Awards.
I Do Bridal
High Street Impact Award entrant
Julia Langton-Virr has made it her mission to help people who may otherwise feel excluded by the bridal industry.
She originally set up I Do Bridal to offer second-hand wedding dresses for people who can’t afford the prices at more elitist wedding retailers but discovered that her eco-friendly option also appeals to people who could afford to pay more but don’t want to.
Her inclusive ethos has also made her a popular choice for LGBTQ+ weddings. She actively welcomes breastfeeding mums, families with small children are catered for with a toy corner and even guide dogs are welcome.
Originally based in Burslem, I Do Bridal is now located in Piccadilly in Stoke-on-Trent city centre where the inclusive and welcoming fitting room experience includes a coffee machine and sofas.
Julia, who runs the business singlehandedly, moved into the bridal industry after a 26 year career in HR and training.
She said: “It’s important that customers feel that they can be themselves. We focus on delivering inclusive and welcoming dress buying experiences for all sectors of our community to ensure that buying the perfect dress can be joyous and stress free.
“We are actively LGBTQ+ welcoming because I believe love is love and everyone deserves to feel celebrated on their special day. We also make sure families with small children feel at home.
“The wedding dress industry can often feel very elite so our welcoming atmosphere means young children are happy to be entertained in our toy corner while dresses are being tried on. In addition we make sure breastfeeding mums are made to feel very welcome as well encouraging guide dogs too.
“We share our message clearly on social media, on our website as well as crafting special window displays so that no one in our community feels left out of a wedding dress experiences they dream of.”
I Do Bridal supports the city centre and fellow businesses wherever possible including taking part in city centre events and creating eye-catching window displays.
Julia added: “I’m a people person. That’s what appealed to me about working in HR at the start of my career and it’s what I’m doing now. I’m looking after brides and their families.”
I Do Bridal has entered the High Street Impact category of the Staffordshire University Business Awards.
GRN Financial Services
High Street Impact entrant
A financial services company committed to promoting the Staffordshire Moorlands town where it has a high street base has nearly doubled its turnover since 2021.
GRN Financial Services launched in Leek six years ago and has since helped hundreds of people find a home.
Owners Aga and Tom Gronkiewicz have a second mission, to promote their adopted town of Leek and the surrounding Staffordshire Moorlands countryside.
“We are based in the heart of Leek and the desire to serve the town has always been at the heart of our plans,” said Aga.
Husband and wife, Tom and Aga made Leek their home after arriving in England from their native Poland – and they fell in love with the Moorlands market town.
GRN is the only shop-front town centre business in Leek to purely specialise in mortgage and insurance protection services.
This is important to Aga and Tom, they believe people should have an opportunity to pop into their premises, enjoy a cup of coffee or tea, and be able to discuss their needs.
Aga and Tom are determined to remain committed to Leek and have plans to invest in larger premises in the town, as part of a strategy for growth.
Aga said: “We took a leap of faith to leave our home in Poland and come to England. Thankfully, we found Leek and we have been made to feel incredibly welcome. We want to pay that back in any way we can.
“I am delighted to have been elected as a member of the Staffordshire Chambers of Commerce Staffordshire Moorlands Advisory Board and our business has this year become a member of Totally Locally, supporting business growth in Leek.
“We always signpost any visitors to Leek town centre shops where we can and think the little things are important, such as ordering in great coffee when people come into our office.
“Leek town centres is the heart of local business, and we want to collaborate with other companies to ensure it continues to thrive.
A careful bounce back strategy following Covid has left GRN in good shape. Turnover increased from £65,874 in 2021 to £119,415, and £123,354 in the current year.
Aga and Tom have introduced their older son, Filip, into the business and their growth plan is to employ two more case managers.
Aga and Tom each completed five years as financial advisers before founding GRN in 2018.
The company provides a wide range of mortgage, insurance and protection services, with Aga handling the mortgage business and Tom supporting clients with matters such as business and health insurance.
GRN Financial Services has entered the High Street Impact and Business in the Community categories of the Staffordshire University Business Awards.
GRN Financial Services Limited is an Appointed Representative of PRIMIS Mortgage Network, a trading name of Personal Touch Financial Services Ltd. Personal Touch Financial Services Ltd is authorised and regulated by the Financial Conduct Authority.
Jake Burgess and Castle Artisan Events
High Street Impact entrant
Jake Burgess was just 19 years old when he co-founded a business that’s helping to transform high streets around the region.
Four years later Castle Artisan Events stages regular markets in Newcastle-under-Lyme, has expanded into Stoke-on-Trent City Centre and Nantwich and is now lining up other town centre locations.
Now aged 23, Jake, from May Bank in Newcastle-under-Lyme, runs the business after initially devising the concept with his parents.
He has been nominated in the High Street Impact and Young Business Person of the Year categories of the Staffordshire University Business Awards by Sarah Allen from the PR company Shoestring.
Sarah said: “Jake’s motivation is deeply rooted in a genuine love for his hometown and its surrounding areas. His initiative is not just about providing a platform for local artisans; it’s about creating a community-centric space where the talents of local residents are celebrated, and the economic well-being of traditional high street businesses is enhanced.
“By focusing on local talent and businesses, Jake ensures that the benefits of the markets ripple through the local economy, reinforcing the importance of supporting and shopping local in an increasingly globalised world.
“Jake’s markets have also contributed to the aesthetic and environmental revitalisation of the high streets, with careful consideration given to the layout, design and operation of the markets to ensure they are clean and welcoming spaces for all.”
She added: “Jake Burgess’s impact on Staffordshire’s high streets is immeasurable. Through his leadership and community-focused initiatives, he has demonstrated an exemplary commitment to making our city centres and local high streets more vibrant, welcoming and sustainable.
“His work aligns perfectly with the criteria for the High Street Impact award, showcasing a successful model for revitalising public realms, creating high-street jobs, attracting local residents and visitors and raising the profile of the towns he collaborates with.”
The markets aim to benefit not only the artisans who display their work but also the brick-and-mortar businesses that line the streets. These businesses have witnessed a tangible uplift in customer engagement and sales on market days thanks in large part to the bustling atmosphere the market brings.
Castle Artisan Market has already won three community-led awards and has become a much-anticipated monthly tradition for residents and visitors alike.
Unique Carpets and Flooring
High Street Impact entrant
At just 24 years old Hassan Ali Sheikh is already running a business that has a team of eight staff and a city centre premises.
Hassan, from Shelton in Stoke-on-Trent, was still in primary school when his mum founded Unique Carpets and Flooring 15 years ago.
He joined the business as a teenager after studying for A Levels at Stoke-on-Trent Sixth Form College and now runs day-to-day operations including a showroom in Broad Street, Hanley.
Hassan has a team of three showroom staff plus five contractors who fit carpets and flooring for both domestic and business clients across Staffordshire.
“I just fell into working in the business after leaving college and it’s going well. The business continues to develop and grow,” said Hassan.
“I want to be the best. I want to offer the best service, the best quality products, the best quality installations and to be the go-to place when people want to buy the best.
“We’re a family-run business, very competitively priced and have quick installations times. We also pride ourselves on offering the personal touch.
“All our staff, across both teams, are very professional, fully trained and attend numerous courses with manufacturers.”
Hassan has entered the Young Business Person of the Year category of the Staffordshire University Business Awards and has entered Unique Carpets and Flooring into the High Street Impact and Small Business of the Year categories.
Dr M Sha
High Street Impact Award entrant
Dr M Sha is a first generation immigrant woman determined to create an empire from scratch.
The 35-year-old has launched an aesthetics and wellness clinic alongside her work as a GP.
She opened her first aesthetics clinic within M Club in Stoke-on-Trent in August 2023 and has ambitions to open a clinic in the city centre.
“When people talk about aesthetics they think about overly filled cheeks and lips. It’s so much more than that,” she said. “I want to specialise in menopause-related skin and scalp problems and to introduce aesthetics treatments for men.
“A very important part of the process is talking to people about why they want a procedure and whether to go ahead with it. We talk about whether their health and self-esteem is being affected because treating that is more important.”
Dr Sha, who works as an out of hours GP and also as an aesthetics trainer for The Harley Institute in London, says that Stoke-on-Trent doesn’t currently have many doctor-led aesthetics clinics.
She is currently the only practitioner at her clinic but says her husband, a research scientist, researches the treatments and products she offers before they are introduced.
Dr Sha added: “My small clinic is in the massive MClub Spa and Fitness Centre and its owner, Mo Chaudry is an absolute inspiration. I wish I could be the next Mo for Stoke-on-Trent and my family.”
She has entered five categories of the Staffordshire University Business Awards – Small Business of the Year, Young Business Person of the Year, Entrepreneur of the Year, Business in the Community and High Street Impact.
Andrea Harrison
High Street Impact Award entrant
An award-winning couture designer who won Collection of the Year at Graduate Fashion Week is making her one-off, bespoke creations in the heart of Burslem.
Andrea Harrison has been commissioned by The British Council, styled a fashion shoot for a pop singer and had a fashion show in Hong Kong.
After working as a fashion designer in London the 45-year-old moved back to the Midlands to set up her own business in 2017.
From her base in Price Street, Burslem, Stoke-on-Trent, she designs and makes wedding and special occasion wear.
“What makes me different is that I’m a couture designer,” said Andrea, from Biddulph. “I make one off pieces for customers who often can’t find what they are looking for elsewhere.
“My customers are often women who don’t want to go to bridal stores and want something personal to them. A lot of the time they want something a bit different, sometimes in different colours. They come to me because they can’t find what they’re looking for or want something more luxurious.”
Andrea began by customising clothing for herself and friends when she was still at school then took a BTEC in fashion and textiles at Mid Cheshire College.
“I realised I absolutely loved fashion. I loved all the aspects of it. It kept my interest because it’s so broad based.”
After graduating from a fashion degree at Northampton the mum-of-one exhibited at Graduate Fashion Week and won the prize for Collection of the Year.
That led to her being commissioned by The British Council to travel to Egypt to style a fashion shoot for the singer Natacha Atllas.
The British Council also later commissioned her to put on a fashion show in Hong Kong, after earlier flying her out for a research trip.
When Andrea completed an MA in women’s wear at Central Saint Martins in London she thought she’d completed her university education. But at the end of 2022 she heard about Staffordshire University’s Peter Coates MSc in Entrepreneurship.
As part of the first cohort of the course she has been working on plans to scale her business.
Andrea currently designs and produces all of her own pieces but is now looking to recruit a team of pattern cutters and seamstresses to support her work.
She added: “I wasn’t planning on doing anything like this course at all but after I heard about it I couldn’t stop thinking about it. It’s given me the time and space to work on my business instead of in it.”
Andrea Harrison has entered the High Street Impact, Alumni Business Person of the Year and Small Business of the Year categories of the Staffordshire University Business Awards.
Footsteps
High Street Impact Award entrant
Emma Priestman’s shoe shop is based in the Staffordshire Moorlands but its reputation is international.
Footprints, in Derby Street, Leek, regularly attracts customers from as far afield as the US and Denmark who make the most of the sort of service they tell Emma they simply can’t find back home.
A former children’s day nursery manager, Emma opened her specialist children’s shoe shop in 2006.
18 years later the business that was originally designed to fit around her young family is still going strong and Emma is diversifying.
After nearly two decades of focussing on children’s feet she’s now branching out into adult footwear too with a particular focus on ‘good shoes for the elderly’ and shoes for medical staff, hairdressers and others who spend their working life on their feet.
Emma is also working on a community element to her business where she takes her expertise into the likes of retirement villages, GP surgeries and mother and toddler groups to ensure people understand the importance of wearing correctly-fitting shoes.
“I’m really proud about what I do and the service I offer. I like to think our customer service is second to none,” said Emma, who currently has one member of staff but is looking to recruit a team to work for her expanded business.
“We have a lot of customers from Leek and the surrounding areas but people also travel to us from Cheshire and Derbyshire.
“We also have repeat customers from overseas who buy from us when they’re visiting family in the UK and say there isn’t a shop like ours where they live.”
Emma is currently studying on the Peter Coates MSc in Entrepreneurship, where she is honing the expansion plans for Footprints.
“It’s a fantastic course. It’s been like a breath of fresh air for me to be exposed to other entrepreneurs and so many inspirational speakers,” she said.
Footprints has been entered into the High Street Impact and Small Business of the Year categories of the Staffordshire University Business Awards and Emma has entered the Alumni Business Person of the Year category.
Vellichor Books
High Street Impact Award entrant
Mitch Hughes says his partner is delighted he’s opened a book shop – because now he hoards books at work rather than at home.
The 30-year-old, from Fenton, opened Vellichor Books in Piccadilly Arcade, Hanley on February 3.
He sells new and preloved books, has a café area and has opened up a first floor community room that groups can use free of charge.
“I’ve always loved the idea of having my own book shop,” said Mitch, who previously worked as a teaching assistant and support worker.
“Maybe it’s because I used to watch the comedy series Black Books. It’s something I’ve wanted for so long.
“Then some friends of mine opened Geek Retreat in the city centre and I thought if they could do it then I could too. Once I decided to do it everything moved quickly.”
Community impact is important to Mitch so he created a room on the first floor, complete with chairs and beanbags, that he hopes will be used for book club meetings, book launches, artists’ workshops and more.
“I think it’s especially important to have this sort of offer in Hanley,” said Mitch. “It could even be that a group of friends would like to use the space as somewhere quiet to study. I want to sell books and I’d like people to buy drinks but I also want Vellichor to be a community.”
The shop sells books of all genres although Mitch says he has a personal interest in horror writing and will also be stocking comics.
He added: “I love reading and I just love being around books and collecting books. My partner is happy because now I’m collecting them at the shop rather than at home.”
Vellichor Books has entered the High Street Impact and Business in the Community categories of the Staffordshire University Business Awards.