Beauty accessories brand bags royal award

Beauty accessories and lifestyle brand Luxe England has won the Queen’s Award for International Trade.

The Newcastle-based company has sold more than three million ethical, locally-sourced units to 50 countries worldwide. Around 60% of the company’s £1.5m+ annual sales are from overseas, with the company experiencing double digit revenue growth in each of the last 5 years. This is forecast to continue into 2021 with a number of new product launches planned for the next 12 months.

The Queen’s Award is the latest accolade for the business, which was set up in 2015 by dual UK/USA citizen Erin Graybill (pictured), originally from the west coast of America, who studied International Economics at Newcastle University and was appointed an Export Champion by the Department of International Trade from 2019 until 2022.

The business began with its first brand, Niré Beauty, selling via Amazon. It now operates eight Amazon marketplaces but also supplies consumers and beauty trade customers direct from its own website.

Graybill says: “The business was born out of my own frustration at the lack of beauty accessories suitable for my sensitive skin that didn’t cost the earth. It evolved over the years and is now a lifestyle brand that also includes gift hampers. We’re continuously working with manufacturers to develop our products and tweak our offering in line with customer feedback.

“I believe it’s our customer-focused objectives that have led to the success of the business and the Queen’s Award. Customer experience means everything to us and we believe that doesn’t stop with the performance of the products but discerning customers also want to know that they’re buying from responsible companies. All the contents of our Luxe England hampers are UK-sourced from small businesses, we work closely with local universities to provide valuable industry experience to students and our pick, pack and deliver services are provided by Paperworks, a social enterprise which provides support for individuals with learning difficulties and complex needs.”

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