A Week to Remember: Celebrating Diffuse Retail at the House of Lords and Downing Street

Earlier this week, I had one of those pinch-me moments that I’ll never forget. I was invited to London to celebrate Diffuse Retail being named one of the UK’s Top 100 Small Businesses for this year’s Small Business Saturday campaign; recognised alongside other incredible entrepreneurs and changemakers from across the country.

The celebrations took place at two of the most iconic and historic addresses in the UK, The House of Lords and Number 11 Downing Street, and to be honest, I’m still processing it all. Standing in those rooms, surrounded by so many inspiring business owners, I couldn’t help but feel an overwhelming mix of pride, gratitude, and disbelief. Because just two years ago, Diffuse Retail was still an idea I was nervously bringing to life and now, it’s being recognised on a national stage.

Why This Recognition Means So Much

Being chosen as one of the SmallBiz100 is an incredible honour, not just for me personally, but for what Diffuse Retail represents.

When I launched the business, my mission was simple: to make shopping for special occasions feel special again, while giving women the choice to do it in a way that fits their style, budget and values.

That’s how fashion rental became such an important part of our story, because I truly believe it’s the future of fashion. It allows women to look and feel amazing at life’s biggest moments, while also reducing waste, promoting sustainability, and making high-quality style more accessible.

And yet, so much of the rental world has lived purely online. I wanted to bring it back to the high street. To create a space where women could touch, try on and truly experience the joy of fashion again, without the pressure or guilt of fast fashion.

This recognition feels like validation of that idea — that small, independent businesses can innovate, can make a difference, and can challenge the way people think about shopping.

The Power of Small Businesses

The day itself was a beautiful celebration of small businesses - of the passion, creativity and resilience that drives us forward even when things get tough.

From bakers and florists to designers and tech start-ups, every business there had a story rooted in community, innovation and heart. And that’s what makes campaigns like Small Business Saturday so powerful. They shine a light on the people behind the storefronts, the late nights, the ideas, and the risks that go into keeping our local economies thriving. It’s a reminder that small businesses aren’t just shops or services — they’re dreams made real, and they make up the fabric of our high streets.

I’m so proud of how far Diffuse Retail has come, and I’m endlessly grateful to every single person who’s supported us along the way - from our loyal customers and Rent My Wardrobe partners to the incredible small business community here on Smith Street in Warwick.

Here’s to more innovation, more connection, and more women discovering that fashion can be both beautiful and better for the planet.

Because small changes, and small businesses, really do make a big difference.

👉 Learn more about the Small Business Saturday campaign here 👉 Explore our latest occasionwear rental collection

Hannah, Founder of Diffuse Retail x