Castleford small business spotlighted at House of Lords

Local creative hub, Forever After Collective, based in Castleford, founded by Pontefract-based mum of two, Donna Wilson, 40, joined a special reception hosted for small businesses at the House of Lords recently, as part of a week of celebrations in the lead-up to Small Business Saturday and saw Foreign Secretary Yvette Cooper MP pay a visit to Donna’s shop.

Earlier this year, Forever After, was named as one of the UK’s 100 most inspiring small businesses for 2025 by the Small Business Saturday campaign, as part of its annual call to champion and support and spend with small businesses.

Hosted by Small Business Saturday, in partnership with the campaign’s founder and principal supporter American Express, the event in Westminster spotlighted Forever After as part of this year’s SmallBiz100. Small business owners from across the UK and MPs from across the political spectrum came together at the reception with the Small Business Minister, Blair McDougall MP, speaking at the event, and many other MPs meeting entrepreneurs in their constituencies.

This comes as new joint research by Small Business Saturday UK and American Express shows that small businesses are the nation’s favourites. Over half of Brits (58%) say they have a favourite small business1 and 95% of people believe small businesses add value to local areas.

After visiting Forever After, Yvette Cooper MP shared a picture and message on her Facebook page, saying; “Small Business Saturday is a chance to support some great Five Towns businesses and congratulate Donna at Castleford’s own Forever After Collective - chosen as one of the most inspiring 100 small businesses in the UK by smallbizsatuk this year. Forever After on Carlton Street supports lots of other local artists and businesses from craft earrings to Castleford tea towels - I’ve already been in for Christmas shopping and stocking fillers.”

Donna Wilson, founder, was featured in recognition of her inspiring entrepreneurial journey. After being made redundant twice and struggling during the pandemic, Donna turned to her passion for self-care to support her mental health. In 2021, she launched her first side-hustle, A Fizzy Tale, selling pamper packs and bath bombs. As demand grew, she rented space at The Old Courthouse in Pontefract, where she was invited to help expand the venue to include more handmade goods. This led to the creation of her full-time business, Forever After Collective, in 2023 - a creative hub now based in Castleford town centre.

Donna said: “I’m incredibly proud of this recognition. It was a pleasure to be invited and attend the celebrations at House of Lords and we were then thrilled to round up our week, with a visit from Foreign Secretary Yvette Cooper MP on Small Business Saturday.

“This isn’t just a shop - it’s a true community space where small businesses grow and people connect. We currently support nearly 50 creators, artists, and independent businesses, with most of them being local to Yorkshire. Many are balancing full-time jobs, parenting, or personal health challenges. That is why I wanted to build something meaningful - a space that gives people like me, a chance to succeed. They don’t have to run a stall or give up their weekends. They just stock the shelves, and I take care of the rest.

“Forever After gave me something to believe in, and I think that’s why so many people feel safe to open up here - whether they’re customers or creators.”

Michelle Ovens CBE, director of Small Business Saturday UK, said: “Small businesses like Forever After Collective create incredible value in their communities and as the research shows are among the nation’s favourites. We are so glad to have celebrated them at the House of Lords this week.

“It is so important we get behind our small businesses - public support for entrepreneurs can make all the difference.”

A grassroots, not-for-profit campaign, Small Business Saturday was originally founded by American Express in the U.S. in 2010. American Express remains the principal supporter of the campaign in the UK, as part of its ongoing support of the UK high street and commitment to encouraging consumers to shop small.

Blair McDougall, Minister for Small Business, said: “Small businesses are key to our growth mission - creating jobs, strengthening our communities - which is why I am so pleased to be celebrating their incredible contribution. This Government is backing SMEs with our landmark Plan for Small Business, and I urge the public to do the same by visiting their favourite local shops.”

Small Business Saturday is the UK's most successful business campaign, engaging millions around the country on the value of small businesses and seeing billions of pounds spent with small firms over the decade it has been running.
 
Dan Edelman, general manager, UK Merchant Services, American Express, said: “Behind every small business is a person - a dreamer, a doer, and someone devoted to serving their community. This research shows how much the public values these individuals and Amex is proud to back them as principal supporter of Small Business Saturday.”