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Derby personalised gifts firm celebrates new partnership with Joules


A Derby personalised gift company is celebrating landing a new partnership with high street brand Joules.

Solesmith was approached by the retailer to partner up to sell a range of personalised gifts and socks through an initiative Joules launched last year called the Friends of Joules marketplace.


Solesmith operates on a similar model to other big brands such as Notonthehighstreet.com, Next and Getting Personal.

As a result, the business was already set up to work with Joules and was able to put together a collection to go live within a matter of weeks of being approached.

Since being founded in 2014 by managing director Lauren Dorling, Solesmith has gone from just selling personalised socks to developing a product range which includes homeware, clothing and even garden accessories.




The firm said it had taken inspiration from its existing range to design gifts that fit alongside the Joules brand.


According to Lauren, the new partnership with Joules shows there are opportunities for small businesses to thrive in uncertain times.

She said: “With the massive disruption that Covid-19 has caused, we have been overwhelmed with the support for small businesses like ours.


“Having a major high street brand like Joules recognising the opportunities small businesses present is brilliant and this partnership is testament to the massive amount of hard work the team have put into our new designs and the changes we made to offer a better service to our customers during the outbreak.”

During the lockdown, Solesmith was still able to operate as gifts such as its personalised socks could be ordered online and sent ‘contact free’ to loved ones. As a result, the company saw its sales grow in the last quarter.


Lauren said: “With the retail landscape changing, smaller businesses like ours can help large brands like Joules too.

“This set up means more diversification in the Joules supply chain and less risk for them when it comes to things like holding stock.


"There’s a lot of uncertainty and worry, of course, but we are seeing a lot of optimism within the small business community.

“We have taken on two new team members and are looking to invest more in additional space and machinery.

“We’re really ambitious to keep the business growing and the business community in Derby is a great one to be part of.”



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