SD Create

When I moved to Belfast in 2006, it was a very different place. Over the last few months, we’ve been working behind the scenes with the team at @merchantbelfast , as they begin to celebrate their 20th year. 20 years. It feels almost unbelievable that it’s been that long, and also like The Merchant has always been here. And therein lies its charm. Bill Wolsey had a vision for a Belfast that few others could picture in 2006. And we’re all the better for it. The Merchant has been central to so many milestone moments in my life - personal and professional - over the last two decades (just a few of those moments pictured). I’d wager the same could be said for many reading this. But more that that, it was a huge catalyst for change, and today stands as a symbol of just how far we have come. My musings on this were too long for a post, so I’ve taken a bit more time over them in the article on the @sdcreateco website (link in bio) and over on LinkedIn. Long form writing has always been my thing - maybe I’ll get back into it a little more. I’ll also share the first in a series of videos by the talented folks at @studio_kin , with staff sharing their Merchant memories in stories, along with links to some of this week’s coverage on stories, should you want to delve a bit deeper on this story. Talking to Bill and members of The Merchant team over recent weeks has been a wonderful trip down memory lane. It’s also made me incredibly proud to have played a small part in helping to tell the story of this true Belfast icon, in various guises over the last two decades. There’ll be more staff stories shared throughout this anniversary year, and do share your own #MerchantMemories - here or on your social media medium of choice. I’d love to hear them, and I know the team would too.

Gotta love a candid moment 📸 Does stepping in front of a camera or a room full of people fill you with dread? You’re not alone. We hear it all the time: “I couldn’t do what you do” is one of the most common statements we hear from clients at the start of a coaching journey. Public speaking, pitching, leading meetings, giving presentations, creating content… for many, it’s not just uncomfortable, it’s overwhelming to the point of feeling physically sick. But what if those nerves weren’t your cryptonite but your superpower? The truth is, nerves are natural. Unless you’re a sociopath, you’re going to feel nervous when you step out of your comfort zone and into an unfamiliar situation or setting, particularly in front of people you don’t know. But with the right tools, support, and practice, you can learn to channel that nervous energy to improve your performance, helping you to speak with confidence and clarity. Ready to find your voice? Let’s talk about how we can help you get your communications On Point. Slide into our DMs or comment ‘link’ for more info on our coaching services. 📸 1 by @daniel.greenan 📸 2: @lynettefay15 & @sineaddoyle giving tips on speaking with confidence to founders at the @ulsterbankni Accelerator programme recently #publicspeaking #businesscoach

Before the dog ate our beloved pink mic, we spoke to people on Belfast’s prettiest street, Commercial Court to ask what they thought of the bigger, better and brighter umbrella installation. The iconic ‘umbrella street’ has become a viral social media sensation and is the reason many visitors come to the city. This week, we worked with the wonderful Willie Jack and the team at Belfast’s famous Duke of York pub on PR around the highly anticipated return of the umbrellas, so we thought we’d take the the pink mic down for a spin to see what people thought at the start of St Patrick’s weekend. Safe to say this street is the pride of Belfast ☂️🌈💕 #streetinterview #streetinterviews #Belfast #umbrellas

Paddy’s weekend, a pink mic, and a dog named Bingo. What could possibly go wrong? RIP pink mic.

Belfast’s Mr Brightside - the one and only Willie Jack ❤️ Commercial Court’s iconic umbrellas are back, bigger and brighter than before right at a time we all need a little pick-me-up and positive news. Passersby got a sneak peek this evening of the new and improved umbrella installation, which is twice its original length but you’ll see it in all its illuminated glory next week for St Patrick’s Day. 🌈 A pleasure, as always, working with Willie, Joanne and the team @dukeofyorkbarbelfast to help tell stories only made possible by the weird, wonderful and creative ideas they concoct. #Belfast #CommercialCourt #UmbrellaStreet

Debuting our new very ‘on brand’ pink mic at @victoriasqbelfast Sister Season as we ask @thegirlsgroupchatpod girls what inspires them about each other. #InternationalWomensDay #IWD #SisterSeason

So much more to share from @victoriasqbelfast ’s Sister Season - and another day ahead today - but these inspiring words from the beautiful @aflanagan2018 have stuck with me from yesterday. I had the most gorgeous conversation with Anne on the phone this week. She told me of a chance encounter with the equally gorgeous @annettekelly__ one of the other lovely ladies heroed as part of Sister Season, which made her day. The way that these women have celebrated and lifted each other up has been a joy to watch as I have gotten to know them over the last few weeks. On this International Women’s Day, if we’re really honest, this isn’t always the way of things. Competition and comparison can breed really unhealthy and unhelpful behaviour. Sadly, sisterhood is not always the status quo. I always say, there is enough room for all of us - your success does not diminish mine, or vice versa. It’s been a breath of fresh air to spend time with women who live and breathe this ethos through their work, advocacy and overcoming adversity that has inspired others. We can learn a lot from them and it’s been a pleasure to help tell their stories. #internationalwomensday #IWD #SisterSeason

What a week. 🥺 Welcome to Belfast, @sephorauk . Proud to be part of such a major moment for our amazing city, surrounded by the absolute best team. 🖤🤍 #Belfast #Sephora #SephoraBelfast

@kosas x @sephorauk Shiny Objects Soirée ✨📍 @bx_gallery Feels like a fever dream. Sephora opens in Belfast tomorrow. Can you believe it? Pinch me kinda moment. 🖤🤍 See ya there tomorrow, Belfast! And make sure to check out these epic Kosas Shiny Objects highlighters. Just wow! 👌🏻 #Kosas #Sephora #SephoraBelfast

If you’ve been down Commercial Court in the last few weeks, you might have noticed something’s missing. 🕵️‍♀️ The iconic rainbow umbrellas have been taken down temporarily for refurbishment. Like us all in these parts, they’ve been been battered by a long hard winter, but, ask one of the staff about their whereabouts, and you’ll be given one of these beautiful keepsake postcards that will remind you that there are indeed brighter days ahead. Bravo Willie Jack @dukeofyorkbarbelfast @darkhorsebelfast & the fab folks @storiesatsort . 👏 Looking forward to seeing the umbrellas back, brighter than ever in spring ☂️ and in the meantime… I’m mightily relieved that our social lives will start to liven up, now that January is over. #Belfast

Did you hear the news 👀 @sephorauk has confirmed its new Belfast store will open in @victoriasqbelfast on Thursday 12 February. We’re so excited to be supporting Sephora UK on PR, media, creator and community engagement in the run up to the highly anticipated Belfast opening, supported by our good friends at @brown_oconnor on stakeholder engagement. It’s safe to say beauty fans across Belfast - and right across Ireland - are buzzing for this launch. There’s been a BIG reaction to the opening date news released this morning and that’s only going to build in the coming weeks. Sephora is more than just a place to shop – it’s about helping everyone look and feel their best. We’ve personally chosen holiday destinations based on Sephora locations and it’s amazing to think others will soon be putting Belfast on their must-visit list for the same reason. ❤️ From cult favourites to indie icons, including Sephora’s own namesake range, Sephora Collection, beauty lovers are in for a treat when the new Belfast store opens. We’re so excited to shop exclusive ‘Only At Sephora’ brands such as rhode, Haus Labs, Makeup By Mario, Merit Beauty, INNBeauty Project, and Tower 28 alongside other ‘Hot on Social’ brands like Tatcha, Glossier, Glow Recipe, Rare Beauty, Sol De Janeiro and Kosas. Swipe to see just a few of the products we’re excited to get our hands on (for starters!) This is a milestone moment for @SephoraUK – and for Belfast – as Sephora UK prepares to launch its first store on the island of Ireland in Belfast’s Victoria Square. It’s undoubtedly one of the city’s most eagerly anticipated launches and we’re so proud to be part of it. Make sure you’re following @SephoraUK and @VictoriasqBelfast for all the news in the run up to the opening. 📰 read the full story via the links in stories.

What a year 🤩 A little recap of 25 magic moments at @sdcreateco in 2025. Big thanks to our amazing clients, creatives, consultants, collaborators, media friends, creators, suppliers, family and friends that have been part of this crazy, exhilarating, exciting and eventful year. We made some big moves this year and it will be a hard one to top but we have some big things coming in 2026. So, buckle up! #2025recap