When designer, Stuart Cox, and mental health professional, Jean Pryde, launched Brilliantly Brave in early 2024, their goal was simple: to combine good designs with genuine social impact. Every penny of profit from their greetings card collections is reinvested into free mental health support across the north-east of Scotland, helping to train hundreds of mental health first aiders and offering peer coaching to those who need it most.

In less than two years, Brilliantly Brave has grown from a simple idea into a nationally stocked brand, with fifteen collections available across the UK, with stockists from Dingwall to Cornwall. The company’s innovative approach has been recognised through national initiatives including Theo Paphitis’ Small Business Sunday (SBS) for 2025 and SmallBiz100. Brilliantly Brave also recently featured as part of Small Business Saturday’s national roadshow, The Tour, which spotlights and support small businesses all over the country.

“Between us, we saw two connected gaps: the growing shortfall in accessible mental health support, and the untapped power of design to fund it sustainably”, said co-owner and founder Jean Pryde, who was determined to make mental health support accessible in Moray and beyond. “Our response was to build a business model where creativity directly fuels community care.”

With guidance from Business Gateway, Stuart and Jean have been able to turn their vision into a sustainable not-for-profit enterprise. Business Gateway supported them with one-to-one advice, funding guidance, and expert help on trademarking and e-commerce development, enabling them to grow their not-for-profit structure with confidence.

“Business Gateway’s support has been invaluable,” said Stuart Cox. “Sometimes it’s reassurance that we’re on the right path, and other times it’s specialist advice, like help with our trademark application or securing grant funding for our website and point-of-sale materials. As a not-for-profit, we wouldn’t be where we are now without this support.”

The company’s commercial success has been matched by its growing reach. To date, Brilliantly Brave has funded training for over 170 people as mental health first aiders, supported more than 400 residents through coaching and peer groups, and has encouraged over 120 women to attend menopause support groups in Forres and Lossiemouth.

Their next chapter focuses on growth through licensing. With representation from leading agency, This Is Iris, Brilliantly Brave has launched two new licensed product lines: Beastie Besties wall décor with Stickers4, and an eyewear accessories range with Opticaid. New discussions are already underway across homeware, stationery, and calendars.

“Every licensed product follows the same principle,” said Stuart. “Our share of the profit funds mental health support in the north-east of Scotland. It’s a model that can grow beyond borders while keeping its social purpose at the heart.”

Looking ahead, Brilliantly Brave is committed to deepening its social impact by investing directly in the people who make change possible. Future plans include funding trainers with lived experience of mental health challenges, expanding peer coaching programs, and scaling their community-led workshops across Scotland and beyond.

Brilliantly Brave is also preparing to take part in Small Business Saturday (6 December) with a pop-up shop within the new EE store in Elgin.

Stuart added: “Every sale, every partnership, every conversation helps us open up wellbeing for more people. The cards are just the beginning.”

Lorna Williamson, Business Gateway manager, said: “Brilliantly Brave is a fantastic example of how creativity and community purpose can work together. Stuart and Jean have shown that a values-driven organisation can be both commercially successful and socially transformative, and their story demonstrates what can happen when passion is matched with practical business support.”