Latest news from Bira

29 Sep 2020

Mica member goes back to the 70s - and wins top prize

A Mica store in Chapel-en-le-Frith went back to the 1970s to mark 50 consecutive years of the Peak District town's annual carnival.

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Hall's Mica was just one of the town businesses and homes to decorate their windows to celebrate the anniversary after the annual parade was cancelled due to Covid-19 restrictions.

Owner Joyce Hall, who has previously won prizes for her creative window displays at Mica awards ceremonies, was delighted to take part in the alternative community event, after seeing a call out on social media.

“We change our window displays at least monthly for the new Mica consumer advertising, it keeps customers looking in the window when they drive or walk past and coming in for more than just when they need us," she said.

“I’m lucky to have a team who have become very skilled at dressing the windows and enjoy doing it, and have got much more creative than just putting products against the glass. I think it’s important to make the shop look exciting and welcoming when you’re selling things people might consider everyday.”

With the theme Back to the 70s, Joyce set about filling her shop windows with memorabilia from the decade.

“The grandson of a lady who used to work for us kindly loaned us a few of his collection of Chopper bikes, and all our members of staff contributed to the props – from pogo sticks LPs, lava lamps to Derby County winning the FA Cup."

She added: “We consider our store to be at the heart of the community, and after everything that’s happened this year it was a chance for a bit of fun and enjoyment both for the staff and our customers.

"It was a real team effort led by Carolyn. The response has been amazing.”

And, what's more, event organisers awarded Halls Mica first prize for best shop windows on the parade route.

Mica Director Michael Ball said: " “Hall's Mica is a store like so many great independents who really embrace their community, and benefit from that in terms of customer loyalty.

"They successfully utilise their shop window as a marketing tool on the high street and on social media, and it was refreshed again within two weeks to keep people curious. It’s great to see them recognised for their efforts locally.”

You can find out more about Mica, a division of the Bira Group, by contacting them on 01785 825 910 or email

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