Here is a post from Wendy Bebbington, of Newenglish Design and friend of Just from the very beginning.
Who do you know that quietly does amazing things Some people spend their lives doing amazing things, never seeing themselves as anything special and receiving any accolades would be the last thing on their minds. Sarah Shepherd is one of these people. So, when she was invited to be presented with the Lord Mayor of Leicester’s Honoured Citizen Award, Sarah was more than a bit shocked!
Passionate about Fair Trade
In 1996 Sarah gathered round her a group of expert friends to get the first Just for Christmas pop up shop in a church foyer in the centre of Leicester. Newenglish Design were there at the start, making sure everything looked great and communicated with clarity. Robin Pointon used his PR and Marketing skills to engage with local press, securing a huge package of editorial coverage when Sarah had enthusiastically explained what she was doing to the local newspaper editor. Another friend secured a huge hoarding en-route to the city centre where two artist friends worked with local school children painted a huge colourful mural with the shop name, the location and opening times. Other theatrical friends created a flash-mob of Christmas Shepherds following a huge ‘star’ with people following them to the JUST pop-up. Rosemary Connolly, a local celebratory opened the pop-up with a large crowd.
There were Celebrity Shop Assistants – all covered by the press – where the actors from the local theatre production, Leicester Tigers’ Rugby players, local MP’s and a radio presenter spent an hour working in the pop-up shop. All this backed up by a roster of amazing volunteers, all inspired by Sarah to give their time to this.
From Pop up to Successful Social Enterprise
The pop up was a huge success, with great press coverage, amply explaining what fair trade means and the idea of making ethical choices when you shop. Along the way, Sarah was also instrumental in Leicester becoming a Fairtrade City. Not to mention the paid workers and volunteers (apart form Sarah, who has NEVER taken a wage) who keep the Just shop what it is today, with the reputation of being one of the best fair trade ethical shop in the UK.
Afternoon Tea
So Sarah, her mum Mary and I (as nominee) were honoured to go to the Lord Mayor’s office for Sarah to be presented with the award and enjoy afternoon tea with the Lord Mayor Councillor Dr Susan Barton.