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About Us


"Climb every mountain, ford every stream, follow every rainbow, until you find your dream" - The Sound of Music.

We are an award winning small independent family run business with a keen eye for attention to detail. Our products embody our true commitment: offering stylish, affordable and quality items that will make you fall in love with your wardrobe all over again. We are passionate about sourcing cruelty free, UK based and local produce with a goal of reducing our carbon footprint. We hope you enjoy browsing our website and checking out our finds.



In 2008, I was a full-time working mum of two, juggling family life and dealing with the struggles of the incomings never seeming to match the outgoings. I made the decision to set up my own business 'Juelz Jewellery' to help with the family finances. I've always had an interest in fashion and beauty far back to when I qualified as beauty therapist in 1998. I love connecting with people and can talk the hind legs off a donkey. As a kiddie I spent many hours playing shop and pretending I had my own boutique and salon, always dragging my friends along in my imaginative play. I knew these skills would serve me well one day. 

I started selling jewellery and hosting home parties in our dining room, which expanded to friends and family inviting me round to their home and before long I was entertaining the ladies of the High Peak and beyond at craft fairs, festivals and local events. As the business grew and changed, so did the name and in 2013 itsy Bitsy was born.


Whilst on a family holiday in Majorca, I came across a little hut on the outskirts of the island. A family run business filled with beautiful treasures, I turned to my husband Jon and said, "I want to bring something like this back to the High Peak one day", but work commitments and finances prevented my dream for several years.



In 2014 I lost my precious brother Dean, aged 39. I was devastated beyond belief and I feel that through the journey of grief came determination to follow my dreams, true passions and make the most out of this little time we have on earth. I believe the focus and mindfulness of starting this journey saved my life.


One evening, whilst driving home from a craft fair, I passed 132 Market Street and saw that it was up for let - that was it, things were about to change! "Life is short", I said and I knew that I had to take the risk. My brilliant husband Jon was on hand to help build my shop and brings my dreams to life and before I knew it the shop doors were opening. On the 28th November 2015, me, my children and my brothers little boys cut the ribbon and opened the doors to itsy Bitsy Boutique. 




In 2017, after finishing her A-levels in social media, my daughter Elle joined the business and together we became a mother and daughter team. Elle now manages our website and all of our online platforms and is our own in-house technical guru. We work closely together, sourcing amazing products up and down the U.K to bring back to our boutique. We strive to create a tranquil boutique shopping experience for all our customers and enjoying adding that personal touch to everything we do. Our boutique shares many a laughter, tears and secrets.


On November 15th 2018, just 3 hours before my 40th birthday we won Derbyshire Time's Independent Business of the Year. A huge milestone for our little team. An age my brother never managed to reach and my spiritual personality believes he watches over me with guidance and pride. 

We are proud to have also been recognised on social media by brands such as One Hundred Stars, Marmalade of London, StoneGlow Candles, A Postcard From Brighton and Treaty Jewellery and in 2020 we were chosen as Sophie Allport's first ever stockist of the month.



itsy Bitsy is more than just a shop, it's where fashion meets friendship. Since we began, our customers and the community we have built within 132 Market Street have always been at the forefront of our mind. Over the past 5 years since opening the boutique we have hosted coffee mornings, sip and shop nights and charity fundraising events. Our most memorable moment being our 2019 charity fashion show and party night, where we raised £3,915 for our 3 chosen charities that provide vital services and care within our community, including Ashgate Hospice and Blythe House who supported my brother during his final days.


Thankyou to all our wonderful and supportive customers, both old and new for being part of our itsy Bitsy story and for continuing to walk beside us during this journey. 2020 was our most challenging year yet, but like everything that life throws our way we have had to learn to adapt and over come. We are truly grateful for the loyalty that holds us during these unprecedented times. We look forward to coming out of the other side of the rainbow and continuing to be a large part of the local community and beyond.


our-story-11.jpgIf you need any advice whilst shopping on our online store please feel free to contact us at or on 01298 938118.