Keep It Local, a retail movement redefining the high street shopping experience by championing creative small businesses, has been named a finalist in the Start-Up and Step-Up category at the 2025 Staffordshire Chambers of Commerce Business Awards. Sponsored by Staffordshire County Council, the category celebrates outstanding growth, resilience, and innovation among emerging businesses under five years old.

Founded by Laura and Andy in 2023, Keep It Local started as a social media project driven by a passion to support Stoke-on-Trent’s vibrant creative community. What began as a hobby evolved into a full-time mission to change consumer habits and bring life back to high streets. The couple hosted their first pop-up shops with just 27 small businesses; two years later, they are now supporting over 200 creatives through multiple retail locations.

The concept took a significant leap forward in October 2024 with the opening of Staffordshire’s first Creative Department Store. Housed in a formerly empty retail unit in Stoke-on-Trent, the space was originally intended as a short-term pop-up—but overwhelming demand quickly changed that. With over 330,000 visitors in just three months and £136,000 in direct revenue passed back to 212 small businesses, the store has become a permanent fixture and a shining example of sustainable retail revival.

Community support remains a core value, with Keep It Local raising nearly £6,000 for local charities in 2024, including Greyhound Gap and Royal Stoke Cancer Centre. Their social media following of over 11,000 helps amplify this impact, driving awareness and footfall for stockists and events alike.