Bridal business scoops Dyer’s Den prize

The Dyer’s Den competition for start-up entrepreneurs in Staffordshire Moorlands has been won by a bridal boutique which started trading during the pandemic.

The Bridal Quarters, based on Russell Street in Leek, owned by Emma and Adrian Northcott, beat off stiff competition and impressed the judges to scoop a prize package valued at over £7000.

Now in its third year, Dyer’s Den is the idea of Jed Eatough, director of Leek based LSGK Accountants Ltd and is supported by partners and sponsors Staffordshire Moorlands District Council, Staffordshire Moorlands Chamber of Commerce, Tinsdills Solicitors, Moorland Contract Group, The Capture Factory, Churnet Sound Radio, Cathy Bower Photography and Mark Brammar Associates.

The prize is made up of £750 in cash, mentoring, legal and financial help and advice, membership of the Chamber of Commerce, a website, radio advertising and photography. The runner up receives a £250 cash prize and benefits package.

Competition winner Emma Northcott said: “After a first year of trading which has exceeded expectations, especially given the economic limitations, winning the Dyer’s Den competition will provide me with the tools to grow my business and push on.

“Our customers appreciate our premium gowns and service, and this award will enable us to promote this and the exciting new ranges to a broader audience as we look to expand and bring more people to the beautiful town of Leek.”

Jed Eatough added: “We received more entries than ever this year and the prize package has also grown considerably.

“The finalists were all impressive, but the judges came to a unanimous decision regarding the winner. Emma’s presentation was extremely professional, and we were impressed with the way she and Adrian had structured the business and the strategies they had in place to grow market share.

“The bridal wear market is highly competitive, but we were all convinced that she knew her target market and is offering a bespoke service which sets the business apart from its peers.”

The runner up was online pet product business, Fur Every Occasion, who receive a £250 cash prize and benefits package worth over £2500 in total.

Photo: 2021 Dyer’s Den winner Emma Northcott (centre) with judges Suzanne Lawson from Moorland Contract Group, Marc Briand from SMDC, Jed Eatough from LSGK Accountants and Rebecca Gwynn from Tinsdills Solicitors