A SUSTAINABLE fashion brand from Worcester has been named one of the Nation’s Favourite Businesses for 2026.
Dopamine Divas was selected following a nationwide search by the Small Business Saturday campaign.
The creative studio working out of the Artery Studios in Worcester was founded by Katie Dexeter in 2024.
It makes clothing for neurodivergent people and focuses on self-expression, accessibility and community.
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CREATIVE: A hand-dyed jacket by Dopamine Divas (Image: Dopamine Divas)
Dopamine Divas was created after Ms Dexeter received a late diagnosis of ADHD, followed by a diagnosis of fibromyalgia.
She has more than 30 years of sewing experience.
The brand, which sells its clothing and accessories at Redbrick Market in Digbeth, is built around the idea that “too much is exactly enough”.
It aims to support neurodivergent people who want clothing that reflects their identity and needs.
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SHOP: The Dopamine Divas creations are on sale to the public (Image: Dopamine Divas)
Ms Dexeter said: “Being chosen as one of the Nation’s Favourite Businesses by Small Business Saturday is validation that the values Dopamine Divas is built on are important.
“Accessibility, community, the belief that ‘too much’ is exactly enough and the neurodivergent first way we do things isn’t just a niche nobody wants, but a movement that people are actively choosing.
“Small businesses like Dopamine Divas aren’t just shops – we are community, we are real people, we are passionate, we have dreams, and each purchase made helps small business owners realise their dreams, which is why your support matters all year round!”
This year’s campaign marks a change from the SmallBiz100, which has been used by Small Business Saturday in previous years.
The selected firms will now be included in the official countdown to Small Business Saturday on December 5.
Small Business Saturday is a non-commercial campaign which encourages people to support independent firms.
It was founded by American Express in the United States in 2010 and launched in the UK in 2013.
The campaign says millions of people have taken part since its UK launch, with billions of pounds spent with small businesses on Small Business Saturday.
It also says the effect of the campaign continues throughout the year.
Michelle Ovens CBE, director of Small Business Saturday UK, said: “Small businesses have always been, and will continue to be, among the nation’s favourite businesses.
“Whether on our high streets, online or embedded in local communities, they play a vital role in the places we live and in the strength of our economy.
“This year’s Nation’s Favourite Businesses are a true representation of the UK’s most-loved small businesses.
“From independent, family run cafés and local restaurants, to makers, services and traders, they showcase the incredible diversity of the UK’s small business community.
“We know how important small businesses are and the challenges they face, so as we kick off this year’s Small Business Saturday campaign, we’re urging the public to get behind them during the most critical trading quarter of the year.”
Dan Edelman, general manager of UK Merchant Services at American Express, said: “Small businesses bring energy, innovation and character to our high streets and local economies.
“That’s why American Express is proud to have founded Small Business Saturday and why we continue to back small businesses to help them thrive.”
Last year, the campaign received public support from the Royal Family, the Prime Minister and Chancellor, the leader of the opposition, the Mayor of London and more than 90 per cent of local councils.
Dopamine Divas is among businesses being promoted as part of this year’s campaign. The scheme will highlight firms across the country in the run-up to December 5.
Small Business Saturday said the businesses selected represent a range of independent companies, including cafés, restaurants, makers, service providers and traders.
People can find more information about the Nation’s Favourite Businesses on the Small Business Saturday UK website at smallbusinesssaturdayuk.com.
The campaign is also encouraging customers to support small businesses during the Christmas trading period and beyond.
Dopamine Divas’ selection gives the Worcester business a place in the national campaign and puts its approach to clothing and neurodivergent customers before a wider audience.
