“Build a strong network of like-minded business pals and genuine connections. Starting a business can feel isolating, but my experience is that people in the same boat offer the best moral support.”

– Kitty Hargreaves, BA Marketing and Advertising 2009, founder of Cuppa Kindness

A University of Hull alumna has been selected as one of just 18 small businesses from across the UK to win a free exhibition stand at Spring Fair 2027, Europe’s leading retail experience, after impressing judges in a nationwide competition run in partnership with retail entrepreneur Theo Paphitis’ Small Business Sunday (#SBS).

Cuppa Kindness, founded by BA Marketing and Advertising graduate Kitty Hargreaves, creates hand-blended mindful tea infusions with innovative scannable tea bags that unlock positive affirmations and guided meditations, and was chosen from hundreds of applicants to exhibit within the dedicated #SBS Village at Spring Fair, taking place at the NEC Birmingham from 7–10 February 2027.

‘It has been a huge confidence boost and a lovely validation for the hard work I’ve put in since founding the business,’ says Kitty. ‘Small business can feel like extremely slow progress sometimes, so it’s been a fantastic reminder that slow progress is still progress!’

As she celebrates the prize and the opportunity to showcase Cuppa Kindness to thousands of retail buyers across the UK and beyond, we caught up with Kitty to find out how her experiences at Hull helped to shape her approach to business, and what words of wisdom she had for students and alumni alike who are looking to start their own businesses.

To find out more about Kitty or to get hold of a good cuppa, visit www.cuppakindness.co.uk >>

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What did you enjoy about your time as a student at the University of Hull?

I went to uni as a mature student. I’m from Hull and was aware of the excellent reputation of the Business School. There were so many course combinations to choose from, so I took advantage of staying local. I remember spending a lot of time in the Business School cafe to study but invariably ended up getting distracted and chatting to fellow students and tutors, as we were all quite a sociable bunch. Thankfully I still managed to get some work done as well!

I graduated in 2009, and Business School students who had recently graduated were already setting up businesses on campus, which I thought was brilliant. Our Company Law professor Phil was also fantastic. He shared his enthusiasm and passion for Law in a way that made it so interesting, and I always enjoyed Business Law – I still love scrutinising contracts to this day.

How did your experiences at Hull help shape you today?

Studying for 3 years with people from all over the world was a great foundation to my working life. My degree in Marketing and Advertising gave me an excellent overall introduction to business theory, which has been invaluable across my career and now in my own business. I remember learning early on that understanding people was the key to understanding business, and I think that nugget of knowledge has shaped my entire career.

Tell us about your business – what made you stand out in the Small Business Sunday award?

Cuppa Kindness® makes Mindfulness accessible, combining hand-blended teas and herbal infusions with positive affirmations and mini audio meditations. I think we stood out to Theo Paphitis because of the innovative approach to wellbeing tools, and tapping into the culture of having a cuppa at several points throughout the day. Our resources can all be completed within the time it takes to have a cup of tea. The tea bag tags have scannable QR codes that pop up with a positive affirmation, so even if you’re very short on time, you get a little lift and a positive message to punctuate your day. I also worked hard to get my branding right, so I think this helped create a strong first impression.

What words of advice would you have for any current students who may be thinking about launching their own business?

Always think about your cash flow – this continues to be my biggest business challenge! If you can, make sure you have enough saved or budgeted for to pay yourself properly to avoid unnecessary stress whilst starting up.

Build a strong network of like-minded business pals and genuine connections. Starting a business can feel isolating, but my experience is that people in the same boat offer the best moral support.

Finally, don’t wait until it’s perfect. Whatever your business is, it will evolve and change. Don’t waste too much time and money striving for perfection; don’t rush into anything but do launch when it’s ‘good enough’ and then tweak as needed – you’ll get better feedback that way.