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For nearly two decades, Emma Smith has been helping businesses bring their brands to life through promotional products and corporate gifts. As the founder of Creative Merchandise, she has built a trusted client base by combining industry expertise with a refreshingly personal approach to service.

For many organisations, branded merchandise and corporate gifts sit in the “nice-to-have” category, until you need them quickly, your event deadline moves, or a delivery goes wrong and someone has to fix it fast.

That’s where Emma Smith, Founder of Creative Merchandise, comes in.

Emma has spent more than 20 years in the promotional products industry and has run Creative Merchandise since 2006. Working with organisations across Bedfordshire and beyond, she sources everything from everyday branded essentials to premium corporate gifts - and does so as a true one-woman business: one relationship, one person, one consistent standard from start to finish.

As we celebrate International Women’s Day and this year’s theme of Give to Gain, Emma’s story is a reminder that some of the strongest businesses are built not on scale, but on service. Giving time, attention and honesty, and gaining trust, loyalty and repeat custom in return.

Building a business from scratch

Emma’s route into the merchandise sector started early. She joined the industry at around 18, beginning in a receptionist role before progressing into account support and account management. It was a hands-on introduction to the industry that gave her a strong grounding in how promotional products businesses operate.

After working for several companies, Emma found herself at a turning point. With a change in personal circumstances and no ability to take existing clients with her, she made a decision many people think about but few act on: she set up on her own.

“When I started Creative Merchandise, I literally began from scratch. I didn’t have a client list I could take with me, so I started researching local companies, picking up the phone and introducing myself,” explains Emma.

Those early conversations gradually turned into long-term relationships. Over time, Emma’s client base grew through recommendations, repeat business and contacts moving between organisations. Emma adds “A lot of my business comes from relationships built over many years. Sometimes clients move to new companies and take my details with them, which is always a really nice compliment.”

Like many small business owners, Emma describes the journey as a mix of highs and lows. “Running your own business isn’t a smooth ride. There are ups and downs - but mostly ups, because if it wasn’t, I wouldn’t still be doing it.”

A business that fits real life

Today, Creative Merchandise is deliberately lean. Emma runs everything herself, from sourcing products and managing orders to liaising with suppliers and supporting clients. “It’s just me. I wear all the hats,” says Emma.

That independence has brought flexibility as well as responsibility. When Emma became a mum, running her own business meant she could balance work with raising her son in a way that might not have been possible in a traditional role. As she explains, “one of the things I value most about running my own business is the flexibility it’s given me as a mum. Being able to work around my son while still building my business has meant a lot.”

Emma is also refreshingly honest about the realities of juggling both roles. “It does make things more stressful at times because you’re responsible for everything, but it’s also incredibly rewarding.”

Helping brands stay visible

Creative Merchandise helps organisations source and deliver branded merchandise that supports marketing campaigns, events, internal engagement and client gifting.

The range is broad, covering everything from everyday branded essentials such as pens, notebooks, mugs and power banks to corporate uniform, premium clothing and bespoke products designed to leave a lasting impression.

Emma works with a trusted network of more than 100 suppliers and manufacturers worldwide, sourcing products that meet a wide range of budgets and requirements to help businesses find practical items that keep their brand visible.

Emma is proud of the service Creative Merchandise offers, “We provide a fresh and customer tailored approach, taking the team to really understand the needs of each business and provide solutions of the highest quality.”

Personal service sets Creative Merchandise apart

In a competitive industry, Emma believes the difference lies in service. “People come to me and deal with me from start to finish. They don’t get passed down the line to different departments. My clients know they can always pick up the phone or send me a message, and I’ll come back to them quickly. That personal relationship really matters”

That single point of contact can make a big difference when businesses are working to tight deadlines or managing events where timing matters.

Why the Chamber, and why now?

Emma joined Bedfordshire Chamber of Commerce in late 2025 after attending a networking event and recognising that working from home, while flexible, can sometimes be isolating.

“I work from home, which is great, but it can be quite isolating as well. It’s good to get out, meet people and build connections,” she explains.

For Emma, Chamber membership is as much about relationships and support as it is about generating new leads. “It’s about meeting other business owners, learning from each other and becoming part of the wider business community.”

Looking ahead

Looking to the future, Emma’s ambitions for Creative Merchandise are refreshingly grounded.

As she explains, “For me, success isn’t about building a huge company. It’s about doing a good job for my clients and creating a business that supports my life and my family.”

Rather than scaling rapidly or building a large team, her focus is on maintaining strong relationships, growing steadily and continuing to enjoy the independence that running her own business provides.

It’s a definition of success many business owners will recognise - especially those who have built something of their own.

Contact Creative Merchandise

If your organisation is planning an event, launching a campaign or simply looking for high-quality branded merchandise, Creative Merchandise can help you find the right products quickly and cost-effectively.

From everyday promotional items to premium corporate gifts and branded clothing, Emma works closely with clients to source solutions that fit their brand, audience and budget.

To discuss your next project, contact Emma Smith at emma@creativemerchandise.co.uk or visit www.creativemerchandise.co.uk.