Why, thank you, Theo Paphitis: a Sunday win for a small business with big heart

This week brought an unexpected surprise: a message from Theo Paphitis letting us know that Brilliantly Brave had been chosen as one of his Small Business Sunday winners.

For a creative business that began around a kitchen table in Moray, it’s a moment that feels both surreal and special. Theo’s SBS community has given thousands of founders practical help and national visibility. Now we’re joining that network. Another small sign that ideas grown locally can reach far beyond their postcode.

And yes, if you’ve been following our journey, we’re already part of the SmallBiz100 from Small Business Saturday UK. Two different communities, one shared belief: that small businesses can do serious good.

Each recognition reminds us why we started - to prove that a design business could support real mental-health change in Scotland. Every card, every product, every partnership keeps that promise going.

We started Brilliantly Brave with one rule. That creativity should make someone else’s day better, not just our own. Instead of shareholders, our profits support people across Scotland through free mental-health training, peer groups and coaching. To date, over 170 new Mental Health First Aiders have completed their training thanks to sales of our cards and licensed products. That’s the kind of number that keeps us printing.

These national shout-outs help in ways that matter behind the scenes, too. They open doors to mentoring, networking and learning. They connect us with other small-business owners trying to build models that balance purpose and profit. And they remind us that there’s an appetite for honesty, that shoppers and retailers alike want to know where their money ends up.

“We didn’t set out to win awards,” says Jean Pryde, co-founder. “We set out to prove that business can be kind and still commercial. Each recognition tells us that this way of working resonates far beyond our postcode.”

And resonance matters, because small creative brands often face an uphill climb. When your purpose comes first, you have to prove - to suppliers, to stockists, sometimes even to yourself - that ethics can be efficient. Awards like SBS and SmallBiz100 act as a shortcut for trust. They tell buyers, partners and press: this business is credible, you can believe in it.

The momentum is building. Since the start of 2024, Brilliantly Brave has gone from kitchen-table startup to Henries finalists, f:Entrepreneur #iAlso100 honourees, SmallBiz100 members, and now SBS winners - with another big moment ahead next week at the Women’s Enterprise Scotland Awards, where we’re finalists for One to Watch.

It’s tempting to see a pattern of success, but what we really see is a pattern of people. Every recognition has come from a community that believes business should do more than sell. That belief fuels us. It’s the reason we’ve been able to expand from greeting cards into licensed collections, from wall stickers and wallets to upcoming calendars and homeware, without drifting from our purpose. Every new partnership keeps the funds flowing back into Scottish communities, paying for real mental-health support in places that need it most.

“Each new product is another way for design to do its day job,” adds Stuart Cox, co-founder. “We want every item, whether it’s a card in Carnoustie or a mug in Melbourne, to make something good happen back home.”

So yes, we’ll celebrate this win but the bigger story is what it represents. You can build a business that balances joy and justice. You can work from a small town and still reach global shelves. And you can measure growth not by what you keep, but by what you give back.

Here’s to the next stage: new products, new collaborations, and the same old belief that kindness, when well-designed, travels far.

About Brilliantly Brave

Brilliantly Brave is a purpose-driven greeting card publisher based in Moray, Scotland. Founded in 2024, the business creates beautifully designed cards that celebrate diversity, promote mental wellbeing, and directly fund community mental health initiatives. By channelling 100% of profits into local support services, we're pioneering a new model of social enterprise that proves commercial success and social impact can go hand in hand.