Community / High Street Hero Joanne celebrated for championing local businesses
A TIRELESS champion for shopping locally in Lerwick has been named as Scotland’s High Street Hero for 2025.
Joanne Williams, the business improvement district’s (BID) project assistant, received the honour after judges heard she has a “genuine passion” for helping Shetland businesses to succeed.
She was described as both a “sympathetic listening ear” and a “dynamic problem solver”, who enthusiastically shared the work of Lerwick’s businesses on social media to promote the buy local message.
Joanne, who has worked for Living Lerwick since 2018, said she was “delighted” with the award.
“It’s been an honour to work with such great businesses in our town centre and play a part in supporting our fantastic high street,” she added.
Living Lerwick project manager Emma Miller said she was “very pleased” to see Joanne’s work being recognised.
“Joanne is a well-known face in Lerwick town centre, interacting regularly with many of our businesses and always there for anyone who needs support,” she said.
“Over the last seven years she’s been a delight to work with and is always looking for new ways to help support and promote our members.”
Organised by Scotland’s Towns Partnership (STP), the Scotland Loves Local Awards recognise and reward all that’s great about the nation’s towns and neighbourhoods and the work to ensure they become stronger.
STP chief officer Kimberley Guthrie said Joanne had done “fantastic work” in her role.
“Congratulations to Joanne. She is an incredibly worthy winner.”
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