A leading light with Living Lerwick is officially a High Street Hero.
Joanne Williams, the Business Improvement District’s (BID) project assistant, works tirelessly to champion businesses in the town centre.
And her commitment and creativity in doing so has seen her named as the Scotland Loves Local Awards Islands High Street Hero 2025.
Award judges recognised her after hearing how she goes out of her way to help businesses and has a “genuine passion for supporting and helping them to succeed”.
Joanne’s nomination read: “Joanne is a sympathetic listening ear when required, and a dynamic problem solver when something needs done.
“She enthusiastically shares their stories, activities, events and menus on our social media pages, taking time to visit multiple businesses to take photos, videos and gather information to share and promote the buy local message for Lerwick town centre.”
Reacting to her award, Joanne, who has worked for Living Lerwick since 2018, said: “I’m delighted to be awarded the High Street Hero 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.”
Colleagues at the BID were also delighted for her.
Emma Miller, Project Manager, said “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.
“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. I’m very pleased that she’s been recognised with this award.”
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 and more sustainable.
STP Chief Officer Kimberley Guthrie said: “Through Scotland Loves Local we are celebrating the fact that it’s people who make places. The fantastic work done by Joanne and the team at Living Lerwick is testament to that.
“They’re creativity and commitment to encouraging people to choose local and get behind local business is protecting jobs, safeguarding services – making a real difference to peoples’ lives and the economy of Shetland.
“Congratulations to Joanne. She is an incredibly worthy winner.”
Spearheaded by STP and supported by the Scottish Government, Scotland Loves Local is the movement encouraging people to create a better future for their community by choosing local. This is the fifth year in which the awards have been held.
