In the Press: The Observer on indies boycotting Black Friday

Today I was quoted in The Observer and Guardian Online in a brilliant article about the rise of independent businesses protesting against, boycotting and not getting sucked into the whole Black Friday discountathon. 

With the rise of Black Friday sales year after year, it's become almost expected to give discounts on this date, even if there is no real reason to do so. Shutter Jewellery stock is made in small batches and there isn't surplus stock piling up that I need to get rid of. Many small businesses work in a similar way and like to keep prices fair all year round and reduce waste by not over stocking.
Why then, give massive discounts just because big companies have set a trend? 

It's so uplifting to see independent businesses fighting against that trend. With around 85% of independent retailers not participating in Black Friday sales this year, it would be amazing to see that influence the bigger brands too.