An entrepreneur from Swansea Valley has been selected as one of just 18 small businesses from across the UK to win a free exhibition stand at Spring Fair 2027, Europe’s leading retail experience, after impressing judges in a nationwide competition run in partnership with retail entrepreneur Theo Paphitis’ Small Business Sunday (#SBS).
Sweet Williams, founded by Emma Doyle, creates beautifully handcrafted and personalised embroidered home and gift collections designed and made in Wales, and was chosen from hundreds of applicants to exhibit within the dedicated #SBS Village at Spring Fair, taking place at the NEC Birmingham from 7–10 February 2027.
The prize gives the business the opportunity to showcase its products to thousands of retail buyers from independent retailers, department stores, garden centres and major high street brands, helping accelerate its wholesale growth and open doors to new stockists across the UK and beyond.
Spring Fair’s partnership with #SBS was created to help emerging independent businesses access the retail industry and connect directly with buyers. Now in its eighth year, the initiative has helped launch over 100 successful retail brands.
Fay Tranter, Event Director at Spring Fair said: “Every year we’re inspired by the incredible creativity, passion and entrepreneurial spirit within the #SBS community, but this year’s entries raised the bar once again. The quality of applications was outstanding, making the judging process incredibly difficult. Sweet Williams is a fantastic example of the innovation and originality that independent businesses bring to the retail industry. We’re delighted to welcome them to
Spring Fair 2027 and look forward to introducing their products to thousands of retail buyers from across the UK and internationally. We can’t wait to see where this opportunity takes them.”
Theo Paphitis, TV Dragon, Retail Entrepreneur and Small Business Champion added: “The partnership between #SBS Small Business Sunday and the Spring & Autumn Fair team has now been running for eight years, and with this year’s competition we will have awarded over 100 free stands to small business owners. Year on year, the connections and relationships formed within the #SBS Village demonstrate just how valuable this opportunity is for growing businesses. It is a genuinely business-boosting experience, and I am already looking forward to meeting this year’s 18 finalists. Spring Fair continues to be a hub of opportunity, fresh thinking and new connections.”
Spring Fair attracts more than 40,000 retail professionals every year and is recognised as one of Europe’s leading buying destinations for Home, Gift and Fashion. The 18 winning businesses will form the largest-ever #SBS Village, reflecting the continued growth of the partnership and Spring Fair’s commitment to supporting Britain’s next generation of retail entrepreneurs.
Taking place at the NEC Birmingham, Spring Fair 2027 will once again bring together thousands of buyers and brands across home, gift, fashion, and outdoor living, offering unrivalled opportunities for networking, sourcing and growth.
Spring Fair 2027 takes place 7th – 10th February 2027 at the NEC Birmingham. To enquire about exhibiting visit www.springfair.com. Registration opens in August.