Stars take a shine to glittering Aberdeen business


Bg - abd - evening express - dianne woodcock of deemonte designs (2)

A raft of reality television stars have fallen in love with the unique Swarovski crystal encrusted art created by an Aberdeen mum of two.

Dianne Woodcock, from Westhill, launched Deemonte Designs in October last year after using advice from Business Gateway Aberdeen City & Shire to get started. 

Over the past 12 months, the 28-year-old has built a huge following on social media and her designs now hang in the homes of Towie’s matriarch Carol Wright, model Danielle Lloyd, and Celtic WAG Lisa Hague.

Model Chloe Goodman also commissioned Dianne to produce sparkling artwork for the launch of her new cosmetic range, Opiah, and stars such as Bebe Rexha and Zara Larsson received one of her designs added to the VIP goodie bags at the MTV European Music Awards on November 6th. Dianne’s work was also seen at the launch of Love Island star Katie Salmon’s lingerie range on November 17th. 

She said: “It’s been an amazing first year. I started the business after being made redundant from my sales post. Although I nearly pressed the button on my own letting agency, I realised that I needed to do something that would allow me to work around my two boys, who are just 16 months apart. I’d purchased a similar canvas as a gift, which I loved, so did some market research and discovered only a few companies offered crystal-encrusted designs in the UK and I couldn’t find any based in Scotland. 

“I’d been to Business Gateway when investigating the letting agency idea, and all the 1:1 advice and workshops I attended gave me a great grounding for starting Deemonte Designs. I then invested in a lot of product and watched endless tutorials before perfecting my own style which caught the eye of Fake Bake’s Head of Business Development at the Girl’s Day Out in Aberdeen. She invited me to their Glitz & Glamour Ball in Glasgow where I meet the Towie Stars and a rep from MTV and everything has snowballed from there!”

Gillian MacDonald, Business Gateway, said: “Dianne has extensive experience working in property sales and has a degree in business, however, she needed advice on the ins and outs of setting up on her own. Although she changed her business idea, all our advice was still relevant, adding to her existing knowledge which gave her a great understanding and increased confidence.”

With over 15k followers on Facebook, Deemonte Designs has managed to fill a gap in the market creating crystal encrusted canvasses with hand-placed Swarovski crystals. Customers can commission Dianne to ‘bling’ any photo or create bespoke commissions for key events such as birthdays, weddings, anniversaries and house warmings.

Diane said: “Stretching the canvasses can be hard work but even after a hard day ploughing my partner, who is a farmer, will get stuck in to help – although he won’t go near the sparkle! I find the whole process of creating my artwork very therapeutic. After running after a one and two-year-old all day, being able to sit down and not to think about anything other than the design I am creating is very relaxing.”

Find out how Business Gateway Aberdeen City & Shire can help you by visiting their local pages or call 01224 968174.

Outwith the area? Find your local Business Gateway office or call 0300 013 4753.

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