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A sustainable fashion company set up by a Â鶹´«Ã½ Leicester (Â鶹´«Ã½) graduate has made it to the regional finals of one of Britain’s largest awards for independent local business.

, created by Eliza McCann, has been shortlisted in the 2023 Muddy Stilettos Awards Leicestershire and Rutland. This year is the tenth year of the awards which aim to find and promote creative, quality independent businesses.


Eliza is a Contour Fashion graduate from Â鶹´«Ã½’s Class of 2016 and is now on the university’s Crucible business incubation programme.

She create her brand Noelle towards the end of July 2021 and is passionate about ensuring that everything is made using completely sustainable materials and no plastic anywhere in the supply chain.

She designs and creates luxury loungewear and accessories such as hats and bags, and has recently introduced products made from bamboo materials as well as organic cotton.

Since launching Noelle, she has been supported by not only the Crucible but has won funding from the Sir Thomas White Charity and is now stocked in Harriman & Co in Leicester’s St Martin’s Square.

Eliza said: “Being in Harriman’s has been really good for the business – my collection is so tactile, and of course when you’re buying online you can’t feel the softness of the fabric or really see how it will look, so having a physical space has been brilliant.

“I’m still a bit in shock about getting to the regional finals. Muddy Stilettos originally contacted me on Instagram, saying I had been nominated and that my brand was a good fit with their audience but I never thought I would be in the finals. It’s nominated by customers and I am in a category with some fantastic businesses.”


Winners will be decided based on the number of votes they receive between now and the finals on June 4. To vote for Noelle, click on and select “sustainable business” when prompted to enter the category, and then click on Noelle from the businesses shown.

Percy Emmett, director of The Crucible, said: “We could not be prouder of Eliza. What she has done with Noelle shows the power of really understanding your customers, and creating a brand that really resonates with people.”

The Muddy Stilettos Awards are the most coveted awards for small independent lifestyle businesses across the country, now across 28 counties. The awards in 2023 mark 10 years of the awards.

The Crucible is a business support programme for graduates and alumni who want support with a business idea or developing a full-time business. It offers masterclasses, coaching, mentoring and office space alongside seed funding and support. The programme is recruiting now for 2023/24 - Find out more.

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