Squelch welly boots makes a splash with triple success at Gift of the Year Awards

Squelch, which teams transparent wellies with colourful socks so children can sport a host of different looks, enjoyed triple success at The Gift Association’s annual awards.

Not only did it win the children’s gift and fashion accessory sections, it took the overall judge’s choice award.

“It was great to win,” said director Amanda Wooldridge, who was at the Birmingham NEC with her family to pick up the awards.

It has already led to more doors opening, with Squelch wellies set to be sold at Blue Diamond garden centres and retail chain Joules.

Amanda said: “When you start a new business, you’re working all the hours God sends and you’re not making any money so you’ve really got to believe in your product.

“Now we’ve got Blue Diamond and Joules on board and all of a sudden it really opens the door to more and that’s hugely exciting.”

She came up with the playful concept because her children, Thomas and Alice, now five and six, got bored wearing the same wellies all the time.

“It’s been an amazing journey over the last 12 months,” revealed Amanda, based at The Alnwick Gallery, Market Place.

“It started as a crazy dream and to take that concept to manufacturing, logistics, branding and marketing has been a huge learning curve.

“I genuinely hope it will inspire other mums and dads who may have a crazy dream that it’s accessible.”

Her husband, Adrian, takes charge of all the important documentation and contracts crucial to a small business running effectively, while her sister, Becky, leads on social media.

The transparent boots are aimed at the one to six age range, although there are plans to extend the size range further this year, including branching out to adult wellies.

Squelch is also doing its bit for charity, with 10% of net profit from online sales going to the Trussell Trust foodbank.

Amanda, who moved to Alnwick 15 months ago, said: “We are so fortunate to live here. It's a great part of the country and the kids have a fantastic quality of life.”

For more information visit www.squelchwellies.com