Young entrepreneur breaking boundaries of brilliance

An independent jeweller in Crediton is going from success to success after being nominated as a finalist for the Devon Women in Business Awards.

25-year-old Andie Durnell is the founder and sole owner of the memorial jewellery and keepsakes business, Forget-me-not Keepsakes.

Having made it through the competitive application process to feature on this year’s BBC One show, Make It at Market, Andie could also potentially win the award for female Sole Trader of the Year. 

The women-only membership network group, Devon Women In Business (#DWIB), which operates across the county of Devon, will bestow the award at its 4th annual awards ceremony.

The Sole Trader of the Year category is for a female Devon-based sole trader or freelancer who has been trading for at least 18 months and has demonstrated business growth and success, effective marketing strategy, customer satisfaction, and a clear plan for the future.

Though Andie has been a member of DWIB since November 2023, she has not yet had a chance to attend any of their networking events and is thrilled about her nomination. 

Above: Andie's jewellery. Image: Forget-me-not Keepsakes

“Honestly, it’s incredibly overwhelming!” says Andie. 

“I feel that I’ve put in copious amounts of time, money, and dedication to take my business to where it now stands, so to be recognised for that and invited as a finalist is truly heartwarming. That’s an achievement in itself and something that I will forever be proud of.”

Louise Jenner and Maureen Frost launched the DWIB Awards in 2021 and will judge at the 2024 awards ceremony at Winslade Manor, Exeter, on November 9.

As a member of the neurodivergent community, Andie hopes that her current successes as an entrepreneur will inspire other young women experiencing similar challenges. 

Andie said: “I hope to represent and inspire the community of women who have faced severe mental health struggles, whether from bereavement or life’s own challenges. I hope to show that there is a way forward.

“In general, starting a business is not easy at all. It requires resilience, determination, and confidence. Sometimes you just have to go for it and take the risk, and if things don’t work out, then that is also okay. If you try and fail, at least you can shrug and say ‘oh well’. I’d rather live a life of ‘oh well’ than ‘what if’. 

“You don’t always need to have money; just do your research thoroughly and have an end goal. Once you have a goal, do everything in your power to work towards it.”