Ely business boosted by tips from a Dragon!

Alicia Thornthwaite and Joliette Sutherland with Theo Paphitis

Alicia Thornthwaite and Joliette Sutherland with Theo Paphitis - Credit: Archant

Mother and daughter team Alicia Thornwaite and Joliette Sutherland - co-founders of a thriving hair and beauty company - travelled to Birmingham to meet TV Dragons’ Den star and entrepreneur, Theo Paphitis.

Back in June, the duo, from Ely, won Theo’s ‘Small Business Sunday’ award, a social media initiative set up by Theo in 2010.

Each week from the thousands of tweets he receives, six businesses are chosen.

That Sunday, the duo’s company, AfroDeity, captured Theo’s attention and he re-tweeted Alicia’s message to his 360,000 followers.

AfroDeity sells Caribbean inspired natural hair and skin products. Their goal is to help small farmers in the Caribbean and reinvigorate the declining agricultural industry by bringing natural healing hair and skin products to the UK.

Alicia Thornthwaite said: “Being a Small Business Sunday winner means belonging to a special group of entrepreneurs handpicked personally by Theo. Theo has inspired us all. We are thrilled to have met him and look forward to all the upcoming opportunities he mentioned.”

For further information about Small Business Sunday please visit

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