Champion of the Week
Meet our Champion of the Week: Lucinda White, founder of Pure Awards
I am Lucinda White, founder of Pure Awards, one of the UK’s leading award-writing agencies. Since launching the business in 2005, I’ve helped hundreds of organisations secure recognition through regional, national and industry awards, including multiple King’s Awards for Enterprise. Alongside award writing, we support charities with grant funding, helping secure more than £3 million for community projects. I’m also the co-founder of the Chesterfield Business Awards, which launched in 2026.
What is your organisation looking forward to?
Each year presents new challenges and things to aspire to. Whether this is working with existing clients to help them maintain their presence in their chosen awards or supporting new companies to break out and build their reputation. I love the challenge of finding new business, building my network, and helping companies that don’t have the time, skills, or internal resources to enter awards themselves.
What makes Chesterfield and North Derbyshire a good place to work?
It is central, with good rail and road links. Although most of my work is outside the county, being part of the Chesterfield Business Awards has helped forge more links within the local business community.
Who has provided advice or mentoring and how has it helped your organisation?
Adrian Williams, from Chesterfield Borough Council’s Innovation Support Project, has been a great sounding board. I find that people I meet in the region are helpful and willing to offer guidance and advice.
How are you supporting young people?
I have welcomed work experience students in the past and have given talks in schools. I am always happy to share my experiences and knowledge.
How are you supporting our communities?
As Secretary of Friends of Thistle Park, I provide grant-writing services free of charge to improve the facilities at the park. We have raised £18,000 in grant funding and £125,000 through Community Infrastructure Levy (CIL) funding, while I also help organise and volunteer at community events.
How would you describe Chesterfield and North Derbyshire, using only three words?
Beautiful, welcoming, historic
What places would you recommend to someone planning a two-night stay?
Time it around one of the market days, like the Artisan Market or even the BRM Chesterfield Festival of Cricket. Batch House is nice for a group with all the different cuisines.
Use Chesterfield as a base to walk the canal or venture further afield into Derbyshire and the Peak District.
What have you most enjoyed supporting during this time?
I’ve enjoyed being part of a network of people who genuinely want to see our area succeed. I regularly encourage other business owners to become Chesterfield Champions because it brings together an active and supportive group of business leaders who share ideas, create opportunities and speak positively about our town. The events are a good way to learn more about what is happening locally.
How do you actively promote our town?
Through Pure Awards, I help several Chesterfield businesses communicate their achievements and gain recognition regionally and nationally. Their award successes create positive stories about the talent, innovation and community impact coming out of Chesterfield.
What is your vision for Chesterfield and North Derbyshire in 2030? What does the town need to achieve this?
I would like Chesterfield and North Derbyshire to be recognised as a place where ambitious businesses can start, grow and remain. We have strong businesses, talented people and a real sense of community, but we need to be more confident about promoting them beyond the region.
Pure Awards is among more than 200 Chesterfield organisations that are proud to support the local economy, working closely with Destination Chesterfield to showcase Chesterfield and North Derbyshire as a destination to live, work, visit and invest.
Find out more about our Champions network.
