HSBC UK has today announced the three winners of its Small Business Brand Ambassador Competition, which saw three lucky small business owners win sporting legends Double Olympic Champion Dame Kelly Holmes and former British and Irish Lions captain Brian O’Driscoll as brand ambassadors for their business.
The competition, which attracted approximately 400 entries from across the UK, was launched in response to HSBC UK research which found that many SME owners struggle to promote their business to new customers. A third (38%) lack the time or resources to reach new customers.
Open to UK businesses with fewer than 20 employees, the initiative was designed to give three entrepreneurs the promotional power typically reserved for major brands.
The winners selected by a judging panel comprising Dame Kelly Holmes, Brian O’Driscoll and HSBC UK’s Head of Business Banking, Tom Wood are:
- Jacqueline Shaw, founder of The Canerow Company in Braintree, Essex, which produces biodegradable, plant-based braiding hair from banana fibre waste, offering a more sustainable alternative for the UK Black hair market
- Abdul and Anum Kaium, founders of Birmingham-based artisan gelato business LA-Pop, known for its fully customisable gelato
lollies - Natalie Louise Seviour, founder of Blossoms and Blooms Floral Studio in Cumbria, a sustainable weddings and events florist championing British-grown flowers
Claiming their prize, the owners filmed a bespoke promotional ad with Dame Kelly Holmes and Brian O’Driscoll to bring the story of their business to life [links available upon request].
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
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
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.”
Part of HSBC UK’s ongoing support for small businesses
This competition is the latest initiative from HSBC UK to champion small businesses and put them in the spotlight. In July 2025 HSBC introduced a no monthly account fee on its Small Business Banking Account. Customers continue to benefit from free UK digital banking and free access to Business Specialists.
The bank also runs the HSBC Small Business Growth Programme – a free, open-to-all platform offering training, events and expert insights designed to give entrepreneurs the tools to grow and succeed. Find out more here: HSBC Small Business Growth Programme: tools for success.
