Store number three for rising jewellery star Daniella Draper

By Grimsby Telegraph | Posted: 3 Dec 2015

CLEETHORPES jewellery designer Daniella Draper is opening her third store this week, this time in Beverley.

The affluent East Yorkshire market town joins her home resort and Lincoln in a rapid expansion of a successful brand with celebrity credentials.

And while the family team are excited about the launch, barely a month after the official opening in the county capital, they admitted it came earlier than planned, with the ideal unit found vacant on an early scouting mission.

Daniella said: "We've always loved Beverley for its charm, it is a wonderful destination with a vibrant bustling market. The local people are so friendly and there's such a great mix of independent shops. I'm from Lincolnshire and have always had such pride being from the North, and branching out into Yorkshire is a very exciting new area to extend my northern roots!"

The new store, at 1 Toll Gavel, an art deco building and the first shop on the pedestrianised zone that snakes towards the Minster, will stock the full range of handcrafted silver and gold jewellery collections from the Grimsby workshop, and a selection the Cinderella one-of-a-kind pieces.

Known as the Burton Building, the landlord is neighbour Carluccio's, the Italian restaurant brand that is coincidentally a near neighbour of Daniella Draper "up the hill" in Lincoln.

"We were just having a look at Beverley and saw the unit," business partner and mum Della Draper said.

"We just thought 'what a fantastic unit'. It is perfect for us, and Carluccio's were happy for us, as an independent, to go in there. We have just had to do the fit-out."

Restored antique cabinets and counters, sourced from an old jewellery arcade, will showcase the collections, with giant crystal centrepieces, enormous seashells and jumbo starfish, tying in stimulation from land and sea – some of Daniella's inspirations for her collections.

The pace of growth has been quick, and they are not stopping yet either, with dad Craig leading building and fit-out work on the properties and sister Holly pushing the marketing forward.

Daniella said: "What we are really trying to do is show people that you can build up a successful business like this outside London.

"I am focusing on building up the business's reputation. Sometimes you can feel a bit invisible but there is so much potential for business in the North in general."

Joking they are arriving just in time to "save the bacon" of a few East Yorkshire male shoppers, Della added: "We will keep our eyes peeled for more locations, but we are making sure we can keep up with everything. We are a small team, but we are expanding rapidly and trying to ensure everything is in place."

Daniella graduated at Central St Martin's in London, deciding to return to Lincolnshire, where she started making silver jewellery from the family kitchen table. She opened at Meridian Point Cleethorpes, a fusion of workshop and boutique, in 2012. Two years later she opened in Sea View Street, Cleethorpes, and in the coming days will take the head count to more than 20 people once Beverley is up and running ahead of the weekend. Her pieces are worn by Kate Moss, Ed Sheeran and Chloe Moretz, having been selected for shoots or gifts.

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