Love Letters to Small Business: Why Independent Shops Like Ours Matter More Than Ever

February is the month of love, and this year, we've been feeling the love in a different way—through Love Letters to Small Business, a wonderful campaign spearheaded by Holly Tucker MBE. If you don’t already know Holly, she’s a champion of independent businesses, the founder of Not On The High Street, and an all-around advocate for shopping small. This campaign is all about celebrating the heart and soul of the independent business community, and we couldn’t resonate with it more.

At our shop, we live and breathe small business. Not only are we an independent retailer ourselves, but we also take immense pride in curating products from other independent brands—many of them right here in Leicestershire.

Why This Campaign Matters

Holly’s Love Letters to Small Business campaign shines a spotlight on the people behind the products—the dreamers, makers and risk-takers who pour their hearts into what they do. It’s a reminder that shopping in an independent business means so more than a national chain store. Small shops are the beating heart of our communities, bringing originality, personality, and a sense of connection that big corporations simply can’t replicate.

We’ve always believed that when you shop small, you’re doing more than just buying a product—you’re supporting someone’s dream, keeping creativity alive, and helping local economies thrive. Every sale at an independent shop means a real person does a little happy dance (yes, that includes us!).

Celebrating Our Local Suppliers

One of the things we love most about what we do is discovering and showcasing incredible talent from small businesses, especially those close to home. Some of our most treasured collections come from Leicestershire-based artists and designers whose dedication to their work is truly inspiring. When you visit us, you’re not just browsing products—you’re discovering the stories behind them, the minds that made them, and the passion that brought them to life.

How You Can Get Involved

If you love small businesses as much as we do, here are a few ways you can join in with the Love Letters to Small Business spirit:

• Leave a review. Whether it’s for us or another small business you love, your words mean the world and help more people discover independent brands.

• Share the love on social media. Tag your favourite independent shops and spread the word about why they matter to you.

• Shop small. Every purchase makes a difference, and every single time you choose independent over big corporations, you’re casting a vote for creativity, passion, and community.

A Heartfelt Thank You

To everyone who has ever supported us, whether by making a purchase, leaving a kind word, or simply stopping by for a browse - we appreciate you more than words can say. Thank you for choosing to shop small, for valuing independent businesses, and for being part of this incredible journey with us.

This February, let’s all take a moment to send a little love letter - whether written, spoken, or through our actions - to the small businesses that make life that bit more special. ❤️