Daniella Draper is a British jewellery designer based in North East Lincolnshire who has created a name for herself through beautifully unique handcrafted designs, encapsulating timeless elegance and style. Her jewellery pieces have been featured in Vogue, Elle and the Sunday Times Style magazine and she has also been named by the Telegraph as one of the top 10 new jewellery designers to know. Daniella’s pieces are being worn by the likes of Kate Moss, Ed Sheeran, Cressida Bonas and Chloe Moretz – and this is name dropping just a select few!

After graduating in with a degree in Jewellery Design from Central St Martins in London, Daniella had two choices – look for a job in the capital, or return home to Cleethorpes and turn her passion for jewellery into a thriving business. After initially operating from her family home and producing a small collection for her mother’s friends, Daniella has had record business growth with online customers from as far-a-field as the USA, Greece, the Netherlands and Scandinavia.

With the support and encouragement of her family, Daniella opened up her own boutique studio and showroom at Cleethorpes Meridian Point Craft Centre. Due to the passion and commitment Daniella shows to her clients and customers she has been able to expand the business further and opened up her very own flagship store in Cleethorpes bohemian Sea View Street. She has since also moved her studio from Meridian Point to a bright and airy workshop on the Enterprise village in Grimsby.

Designer, Creator, Retailer & Director, Daniella Draper said; “Who else can say that they make what they love, have fun and earn an income whilst doing it in an economically viable and truly beautiful location. Cleethorpes is an area ‘on the up’ with lots of independent boutiques, niche delis, restaurants and coffee shops popping up. The area is booming and becoming more affluent - it’s a great place to be.”

Daniella has since opened up a first-class boutique store on Lincoln’s main high street, and a further boutique in the main market square of Beverley, East Yorkshire, in late 2015. This is a family business in the true sense of the word with all members involved in some way or other, Daniella’s mum Della, is her business partner, and her sister Holly is the face of the brand and involved in the PR and marketing side of the business.

Daniella is passionate about giving back to the community; she uses a local website developer, photographer and videographer, and is grateful for the media support of The Journal, The Grimsby Telegraph, Look North and Estuary TV.

Designer, Creator, Retailer & Director, Daniella Draper said; “Starting up my jewellery business in Cleethorpes was the best thing I ever did, the local support I have received has been amazing and has helped me achieve my dream of running my own business. Innovation and enterprise is really encouraged here so all you need to add is a little determination and hard work”.

Daniella is continuing to invest heavily in packaging and new stores to make shopping with Daniella Draper an experience. The all white interiors in the new stores provide a fresh backdrop to present Daniella’s individual and delectable pieces. Restored antique cabinets and counters, sourced from old jewellery arcades, showcase the collections. They also make a special effort with their window displays, working with Poppy Vincent, a local florist, who designs beautiful displays to compliment quirky quotes. For the store uniforms, they use Paris Hodson, a Lincolnshire based designer of www.stalf.co.uk, who designs all their uniforms. It’s this level of attention to detail that is getting Daniella noticed as she gives her customers a unique shopping experience that they can truly appreciate. This approach is also great for the staff as it helps them to feel part of the team at Daniella Draper. The next step, which is currently in development, will be the launch of bespoke areas upstairs in the Lincoln and Beverley stores where customers can meet Daniella by appointment.

Daniella Draper Jewellery is a perfect example of how you can build a credible international brand outside of London; in fact she is taken so seriously in the fashion world that she regularly has fashion editors and stylists knocking on the door, including the international fashion designer Alice Temperley. Daniella puts her heart and soul into the collections she creates, ensures consistency and delivering excellent customer service.

The future is sparkling for Daniella Draper as she looks to expand her collection and retail operations further and continue to grow the brand in the North of England and beyond.

Back to Case Studies

Marketing the Humber on the national and international stage

Humber Spotlight - read by over 4,000 people across the region.