Chamber pitch competition ‘gave me confidence to keep going’ – past winner

A Burton upon Trent mum who launched a range of children's mental health plushies has revealed how winning a Chamber pitch competition helped into a respected brand selling thousands of products a year.

Fran Williams – winner of the 2025 Women Entrepreneurs Pitch Competition - founded The Calmness Crew after her six-year-old daughter developed severe anxiety following the Covid-19 lockdown.

She created a range of comforting plush toys that voice-guide children through techniques such as box breathing and positive affirmations.

In November 2024, with just two products to her name, Fran won the Women Entrepreneurs Pitch Competition, run by Greater Birmingham Chambers of Commerce in partnership with NatWest and British Business Bank.

A year on, her range is about to grow to nine products, she has launched on Amazon, TikTok Shop and in Ryman stores, exhibited at a top LA foy fair, and sold more than 1,500 units.

With the deadline for the 2026 competition approaching next Wednesday (30 September), Fran is encouraging more female founders and entrepreneurs to apply.

She said advice from contacts made through the competition shaped her approach to funding.

Rather than chasing investment straight away, she was encouraged to secure a British Business Bank loan first.

“That again was great advice, which allowed me to then get the next lot of products in and start selling,” she said.

She also credited the competition with giving her the confidence to keep going, despite becoming visibly emotional during her pitch on the night.

“That gave me the confidence that even though my pitch wasn't the strongest, I have got a product that is obviously connecting with people, and sometimes it's okay to be vulnerable,” she said.

“The confidence it gave me to still keep pursuing what I'd set out to do was the single biggest benefit of taking part - alongside media coverage and a wave of new followers after the competition.”

Fran urged other women weighing up whether to apply for this year's competition not to be put off by self-doubt.

“Have confidence in yourself and your idea, and if it comes from your heart and what you're passionate about, that will shine through," she added.

“You don't need to have the perfect pitch deck. You don't have to be completely polished.”

Applications for this year's Women Entrepreneurs Pitch Competition close this week – find out more information.

Pictured: Fran delivering her winning pitch in last year’s final