Three small businesses have won exclusive promotional support from sporting icons Dame Kelly Holmes and Brian O’Driscoll through HSBC UK’s Small Business Brand Ambassador Competition.

The winners – Blossoms and Blooms Floral Studio in Cumbria, The Canerow Company in Braintree, and LA-Pop gelato café in Birmingham – were chosen from over 400 entries nationwide. The competition was launched after HSBC UK research found that one in three SME owners struggle to reach new customers, often lacking the time or resources to promote their businesses effectively.

Each winning entrepreneur filmed a bespoke promotional ad alongside Holmes and O’Driscoll, giving their businesses the marketing power typically reserved for major brands.

The winners are:

• Jacqueline Shaw, The Canerow Company – sustainable, plant-based braiding hair for the UK Black hair market.
• Abdul and Anum Kaium, LA-Pop – artisan, fully customisable gelato lollies.
• Natalie Louise Seviour, Blossoms and Blooms Floral Studio – sustainable weddings and events florist championing British-grown flowers.

The initiative highlights HSBC UK’s commitment to helping small businesses amplify their reach and grow their brand presence.

Tom Wood, Head of Business Banking at HSBC UK and competition judge, said: “Small businesses can face challenges trying to reach new customers. Our competition has given these businesses the sort of opportunity usually reserved for major brands. With nearly 400 entries, narrowing it down to just three winners was incredibly difficult. The quality and resilience on display was amazing.  Each winner is at a different stage of their journey – reflecting the diversity of the UK’s small business community. At HSBC UK, we’re proud to champion growth at every stage, whether a firm is just starting out or building on an already established foundation.”  

Dame Kelly Holmes said: “Judging this competition was a real challenge. We received entries from so many passionate, hardworking entrepreneurs, so narrowing it down to just three winners wasn’t easy. I know what it takes to push through setbacks and keep believing in yourself when things feel uncertain. That same determination and resilience came through in so many of the businesses we reviewed. The three winners stood out for their clarity of purpose, their passion and their drive to grow.” 

Brian O’Driscoll added: “This prize isn’t just about promotion, it’s about recognising the courage, resilience and belief it takes to build a business from the ground up. Natalie, Jacqueline, Abdul and Anum are talented founders, creating impact in their communities. We’re proud to highlight their businesses, share their stories with a wider audience and encourage everyone to support local.”

Reflecting on winning the competition, Jacqueline Shaw, founder, The Canerow Company, said: “The Canerow Company was born from a deeply personal experience after losing my own hair during chemotherapy, I wanted to create safer, more sustainable options for the Black hair community. Winning this competition is a powerful moment. The visibility this brings could be transformative.”

Abdul and Anum Kaium, co-founders, LA-Pop, said: “LA-Pop started as a family dream, inspired by our children’s passion for ice-cream during a family holiday. To now be recognised on a national stage is surreal. We’ve poured years of hard work into perfecting our craft and creating something joyful and interactive for our customers. This opportunity gives us a platform to tell that story and take the business to the next level.”

Natalie Louise Seviour, founder, Blossoms and Blooms Floral Studio, said: “To be selected as one of the winners from so many entries feels incredible. I’m a new business owner working alone, so having this level of support is something I could only have dreamed of. My business is rooted in sustainability and in honouring my mum’s encouragement to ‘do what makes you happy’. This opportunity gives me a platform to share that story and hopefully inspire others to follow their passion.”