If you read Muddy regularly (of course you do, you’re amazing and have excellent taste) you’ll know how bonkers we are for independent businesses. They’re the lifeblood of Muddy Stilettos – there’s nothing we love more than unearthing unique, brilliant local gems across our 25 counties and telling you all about them so you can enjoy them too.

Nine months into the craziest year ever, and we’ve all been touched by Covid one way or another, but there’s no doubt that small retail businesses, with lockdown forcing them to close in the run up to Christmas, are feeling the pain particularly.

But how to help them? We’re in a unique position on Muddy in that we know these indie businesses personally. To us, they’re not faceless brands or shops, making up product tiles in an aggregated search. These businesses are in our communities and we want to do more than pay lip service to ‘shopping small’. The thought of losing our independent shops is like never having wine in the fridge again – impossible to contemplate without weeping.

So we’ve come up with a plan that I am very excited to deploy! Rather than just encouraging everyone to ‘buy local’ in theory, we’ve created The Indie Store, a shopping and gift space where gorgeous indies can meet 300,000 Muddy readers and together you can make sweet shopping heaven.

Like everything on Muddy, the site is tightly curated because I want you to quickly find things you really love. Even better, 100% of the purchase price is going straight to the brilliant brands and businesses near you who need it.

The short vid above will explain much better what I’m trying to do to. Suffice to say I’m bouncing off the walls to get started – together we can make a big difference to brilliant businesses that are struggling through no fault of their own. Check it out, let me know what you think, and if you’re with me, please help spread the word.

And because, frankly, one video just isn’t enough with a new Christmas store, full-time job, three feral children and a mid week hangover on the go, here’s The Indie Store social ad campaign to spread the love – beat that, John Lewis!

The Indie Store

Introducing The Indie Store

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