My small business journey took centre stage back in 2020, during the first lockdown, when I launched a small badge business focusing on transport (trains and buses). What began as a creative outlet quickly picked up steam, leading to custom commissions and the exciting opportunity to design products for a railway group and charity. 

But by April 2022, it felt like the final curtain call for that chapter. I made the decision to close the transport badge business and shift the spotlight to something closer to my heart: theatre.

 That summer, West End Collectibles made its debut with a modest ensemble of button badges inspired by the world of the stage. From there, things really began to sing. Thanks to the incredible support of fellow theatre lovers, what started as a simple idea grew into a full-blown production.

 By 2024, with a rebrand to Theatre Trove, the shop had transformed into a vibrant hub of merchandise—full of dramatic flair, backstage wit, and centre-stage sparkle. It’s been a journey built on passion, creativity, and countless late nights spent sketching, designing, and humming show tunes—reminded always that even the darkest night will end and the sun will rise.