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Posted: Tue 15th Jul 2025
In a brilliant moment for small business innovation, three female founders have just landed a once-in-a-lifetime opportunity to take their brands to national heights with professionally produced TV adverts on Channel 4.
The Small Business, Big Break competition, led by digital marketing platform Constant Contact in partnership with Enterprise Nation and Channel 4, set out to find the UK's most inspiring small businesses. And it delivered.
From thousands of entries, eight passionate finalists made it to pitch day. But three businesses stood out from the rest – winning a game-changing share of a £300,000 prize package that includes national TV airtime and expert marketing support.
Natalie James, founder of helloSKIN – a London-based, Black-owned skincare brand known for its high-performance, dissolvable eye masks and commitment to sustainability.
Jennifer Bailey, founder of Calla Shoes – a Salford-based footwear brand creating stylish, orthopaedic-friendly shoes for women with foot conditions like bunions and plantar fasciitis.
Lauren O'Donnell, founder of Oatsu – the brains behind the UK's first ready-to-eat overnight oats, designed to make healthy breakfasts effortless and delicious.
Each founder delivered a pitch that wowed the judging panel – including former Dragons' Den star and entrepreneur Piers Linney – with a clear vision, potential for growth and a deep sense of purpose.
Their reward is a professionally produced TV ad, strategic support from a leading creative agency and tailored digital marketing help from Constant Contact to supercharge their online presence.
(Left to right): Natalie James, Lauren O'Donnell, Jennifer Bailey, Frank Vella
For Natalie James, who started helloSKIN to make conscious skincare more accessible, this win is deeply personal. She says:
"Winning this competition means the world to me and to helloSKIN. We're passionate about creating affordable, high-performance skincare that's kind to both people and the planet.
"This TV opportunity will help us spread the word and inspire more consumers to glow responsibly. We're so excited for what comes next!"
Jennifer Bailey, whose journey began with her own painful struggle to find stylish shoes for her wedding, says:
"I'm beyond proud of the whole Calla team and the partners we work with who made my job of pitching our story and successes so much easier.
"I'm completely overwhelmed and surprised as the calibre of the finalists was so good. I'd have found it impossible to pick one of us after listening to each of their inspiring stories.
"Calla now has an incredible opportunity to reach millions of homes in the UK with our mission to help all women stand tall and confident in their footwear. I can't wait to see us on TV in the run-up to Christmas."
Meanwhile, Lauren O'Donnell sees the win as perfectly timed. She explains:
"This win comes at a pivotal time for Oatsu. After over a year in development, we've launched the UK's first ready-to-eat overnight oats range with an industry-leading shelf life – without preservatives.
"With strong interest from major retailers and a loyal customer base, we're now ready to scale. The opportunity to showcase our brand on Channel 4 is a game-changer, helping us to position Oatsu as the UK's leading healthy breakfast brand."
(Left to right): Martha Keith, Erika Robinson, Frank Vella, Piers Linney
The Small Business, Big Break prize isn't just about the spotlight – it's about long-term support.
Winners will work with industry experts to craft their ideal TV ad and gain valuable insights into digital strategy, audience targeting and executing marketing campaigns. It's all designed to help them grow with confidence and clarity.
Frank Vella, CEO at Constant Contact, says:
"Small Business, Big Break is about giving our UK entrepreneurs the recognition they deserve and helping them scale.
"The quality of pitches we witnessed underscores the incredible innovation within the small business sector. We're proud to award these winning SMEs a chance to escalate their growth through a national TV campaign."
Aaron Asadi, CEO of Enterprise Nation, agrees:
"Following an exhilarating pitch event, the compelling stories and innovative visions of the winners are now destined to reach audiences nationwide.
"We're excited to see the success stories of Natalie, Jennifer and Lauren as they move forward."
Nick Archer, client and business development leader at Channel 4, adds:
"Television remains one of the most powerful mediums for building brand credibility and reaching vast audiences, making it the perfect stepping stone for our winners to go from strength to strength.
"We're so excited to support these innovative SMEs as they embark on their journey to national recognition by connecting with Channel 4's varied and engaged audience."
So keep your eyes peeled – these brilliant businesses are coming to a screen near you.
And if you're a small business owner dreaming of your own big break? This competition proves that anything is possible when you lead with purpose, passion and a great pitch.
