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Dressing Up Dreams: A is for Alice Costumes’ Triumph in Theo Paphitis’ Small Business Sunday


A Stirchley‐based firm has received an Instagram business boost from Retail Entrepreneur Theo Paphitis.

Ruth Bagnall, owner of A is for Alice Costumes, shared details with Theo of her handmade children’s costume business during ‘Small Business Sunday’ back in October, and was one of six weekly winners to gain a repost by Theo to his over half a million social media followers. The weekly initiative, set up by Theo in 2010, now has over 3,500 #SBS winners and supports small businesses in the UK.

Business and retail entrepreneur and self-confessed Shopkeeper, Theo shared A is for Alice’s details to his over 500,000 X and Instagram followers and as a result, www.aisforalicecostumes.com was inundated with followers and extra orders for their beautiful handmade children’s costumes and accessories. They are also profiled on the #SBS website (www.theopaphitissbs.com) which is exclusive to all Small Business Sunday winners.

Then on 24 February, Ruth was invited to the annual #SBS event at Birmingham’s ICC, where Paphitis presented her with the winners’ certificate.

“I was absolutely thrilled to win the #SBS award, as it not only recognises the hard work and passion that goes into running a small business single handedly, it also helps spread the word that handmade, local and sustainable really are the way forward for shoppers and retailers alike. To be able to reach the amount of followers Theo has is a real boost for my business too.’

Small business champion and Ryman Stationery, Robert Dyas and Boux Avenue Chairman, Theo Paphitis, said: “We are thrilled to welcome new #SBS members every week and highlight just how important it is to support our small businesses here in the UK. My vision is that everyone who has ever won an #SBS re-share from me becomes part of a friendly club; like-minded individuals who can share successes and learnings. The website will also give a valuable profile to the winners chosen and I wish A is for Alice Costumes every success.”


Anyone looking for a re‐tweet from Theo should tweet on Twitter or do an Instagram post to him about their business on Sunday between 5 PM and 7.30 PM and include the hashtag #SBS. Six lucky businesses are re‐tweeted every Monday at 8 PM and then invited to enter their profile on the new website, attend the annual #SBS networking event and take advantage of the networking opportunities.

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