Daniella Draper has sparkled at the UK Jewellery Awards, winning two of the five categories it was shortlisted for.
Born in Cleethorpes and now expanded to a neighbouring Grimsby HQ, with a growing number of boutique branches across the North, it saw off competition from Pandora and Swarovski with strong recognition of a maturing brand.
The family team now has a decade under the bracelet, and the virtual event saw ‘DD’‘ take Mono-Brand and retain the Multichannel Retailer of the Year gong.
It comes as it hits peak business in the final run in to Christmas.
Judges said it was a business that “ticks all the boxes”, a “family-run business taking mono-brand retail to the nexxt level”. A “stellar mystery shop report” was complemented by “an impressive website and stylish high street presence – Daniella Draper has created an inviting place to shop”.
Another added: “Having now hit the 10-year milestone, Daniella Draper is clearly confident in its own skin, with everything from window displays to social media playing an important role in defining the brand and growing its audience.”
A recent introduction of a jewellery concierge service for its most loyal customers was also noticed as it “continues to flex its retail muscles with pop-up stores across the country”.
The panel concluded: “Daniella Draper is omnipresent and has a really good approach from all angles. This business is the next generation of the jewellery industry and has a commendable approach to branding. They’re a great model for others to follow.”
Della Draper, who has fused her retail experience with her eldest daughter’s design spark and youngest’s marketing and modelling, said: “We are thrilled. The judges’ comments are absolutely fantastic and we’re really over the moon to be recognised alongside some of the industry leaders, it is fantastic for us.”
DD was also finalist in Ethical Jewellery Business, Store Design and Retail Sales Team categories.
It comes after the recent opening in Knutsford, Cheshire and the switch from Bowness to Windermere in the Lake District.