The countdown to the Irish Made Awards is well and truly underway; if your business didn’t make the cut this year, please don’t lose heart
Our finalists have been revealed, and f you have made the shortlist, we salute you – that is a phenomenal achievement in its own right.
However, if you have entered your business and did not make the final cut, it’s understandable that you may be feeling a bit deflated or wondering what you could have done differently, if anything.
With that in mind, we asked some of our judges from this year and previous to share their insights and expertise in the hopes that it will encourage you to give it a go again! Here’s what they had to say:
Irish Country Magazine columnist and Retail Consultant Claudia Héry
“The standard is so high that it can be really difficult to single out a winner. My biggest advice would be to focus on what makes you different and really tell us your why. What’s the story behind the business, why did you start it and why should people care? People buy people, so don’t be afraid to make it personal and let us get to know the person behind the brand. And if you didn’t make the cut this time, don’t lose heart. Sometimes there is very little between the entries, so keep going and come back again next year.”
Fashion & Retail Consultant Eddie Shanahan
“State and demonstrate your mission or purpose clearly and succinctly. Remember it’s not about you, but about what you do and who you do it for. The customer journey begins online; ensure you have a professional website with easy navigation.”
Entrepreneur and Environmentalist Pat Kane
“Embrace Authenticity: I was impressed to see how some of our brands go above and beyond to ensure that their brand values and messaging genuinely reflect their commitment to sustainability. Authenticity resonates with consumers who are increasingly looking for brands with a genuine purpose so that’s a big win!
Prioritise Local Sourcing: It’s great to see that, whenever possible, some of our contenders are doing their absolute best to source materials and products locally to reduce their carbon footprint and support the Irish economy, which helps build a strong connection with our communities.
Implement Eco-friendly Practices: I was delighted to see how some of our brands are incorporating sustainable practices in their operations, such as reducing waste, using energy-efficient systems, and opting for reduced and recyclable packaging, to demonstrate their commitment to environmental responsibility.
Engage with the Community: Some of our brands actively participate in local environmental initiatives and collaborate with other businesses or organisations that share their values, fostering a sense of community and mutual support.
Educate and Inspire: Businesses are using their platform to educate their customers about sustainability and share their journey towards greener practices, helping inspire them to make more eco-conscious choices.”
Food Writers The Gastro Gays
“What a joy and wonderful complaint it is that the judging process gets more and more difficult with each year as talented makers, creators, and producers put themselves forward for the Irish Made Awards. It’s an honour to be asked to judge the food category each year.
Here’s a little secret: what readers might not know is that entrants are scored across a wide range of categories, so each one has the opportunity to shine, and even exceed, in an array of categories, not just for their product or the pitch but also their online presence, product photography, place in the market and creativity.
Winners in the food category in the past few years we have judged, combined with the public vote, have included a fish smokery in the Burren, a honey producer by the Blackwater, a chocolatier in East Galway, an ice-cream maker from Kerry and a gin brand from the wilds of Wicklow. Each icon in their specific sector, some long established, some only fresh from the start-up stage, and each deserving of the ultimate accolade yet together they showcase the diversity of this category –– there’s no one fit to win, and the Irish food and drink scene is so jam-packed with producers who each have the potential to shine.
Our advice to future entrants? Pitch to judges passionately, don’t just copy and paste from your website’s homepage, and ultimately lean into your USP. What makes you…you? You are the expert on your brand and what you do differently or uniquely, so lead with that, especially in a competitive field. Also, in this digital age, your online presence – both website and social media – is your shop window so of course are taken into account. Keep ticking away at making your website and social media the most ideal expression of you and your brand –– which doesn’t need to mean spending money, it means being creative, authentic, and engaging, which, in essence, is priceless.”
Parenting columnist for Irish Country Magazine, Laurie Morrissey
“Never underestimate the power of your brand’s story and how it might inform and inspire others. The Irish Made Awards is an opportunity for you to showcase and celebrate all the hard work and creativity invested in your business so far, it’s your chance to shine, so don’t be afraid to shout about your unique business story – the bumps as well as the successes along the way!
I always love reading what brands are planning and wishing next for their product so I would encourage entrants to share their plans and dreams (no matter how crazy!) for the future. If only those entrants that don’t happen to get shortlisted could know how highly they are regarded by the judging team – the competition is fierce and most entries come within a hair’s breadth of making the shortlist, so if you don’t happen to make the shortlist one year, enter again the next. Congratulations and best of luck to all Irish Made Awards entrants – keep putting yourselves out there.”
Creative Director and Stylist Anne O’Shea
“I’m always inspired by the entrepreneurial and creative spirit of Irish people. Running a small business, especially in a fast-paced industry like fashion, is a constant challenge. To those who managed to submit their applications to the IMAs, I commend you. As a small business, you are your brand, and every opportunity matters. Take the time to carefully consider these applications—they could open doors to new investors, customers, and lasting brand loyalty.
Though it may seem like just another task on your to-do list, remember the importance of your words and the images that represent your brand. Investing in a creative team you trust is always worth it. My advice for next year? Aim to improve each category of the judging by just 10%. Small, consistent enhancements can make a big difference.”
Sustainability columnist for Irish Country Magazine, Jo Linehan
“As a judge, I strongly encourage everyone to give us as much detail as possible. Tell me the name of your team members, explain your creative process, share where you make your pieces. The more in depth knowledge you share, the better placed we are to understand your business, your vision, your motivation and importantly, the time, work and care that goes into what you do. What seems like a normal part of your business to you might be fascinating to us on the team.
As for sustainability, it’s no longer enough to simply state you are striving to limit waste or committing to use recyclable packaging. Data, certifications and concrete examples of how you’re integrating environmental and social governance throughout your business is the new normal. It’s so exciting to see the bar being raised in this regard year after year.”
