Looking back on my annual review this time last year, I’d noted that 2022 had been our ‘proof-of-concept’ year and that 2023 was a chance to really build on that solid platform, grow the business and – hopefully – have fun whilst doing it. I’d like to think we’ve ticked those boxes! I look back on this year with a sense of pride as to what we have achieved, coupled with a clear desire to keep improving Dig for the benefit of all our customers and followers.
Our Instant Beds proved very popular – right from very early spring, through to late Autumn – and we were able to deliver further afield. With the purchase of our first proper Dig van, my trusty VW Caravelle was again able to focus on transporting family and pets, not plants. The Mediterranean again proved very popular, as was both The Cottage and The Jungle and we were delighted to launch The Nordic in collaboration with Reena Simon in late Spring. This was a partnership that we took great pride in creating and we’ve loved working with Reena in her amazing Nordic home. It’s proven very popular and being able to see our vision for the theme come to life in Reena’s own garden has been a pleasure to see.
Reena, Henry and Fabi in our launch of The Nordic earlier this year
Henry with our trusty new van very much stuck in the mud at the Cotswold Christmas Fair 2023
We also took on a much larger number of bespoke design projects for customers across the UK of all shapes and sizes. Interestingly, The Classic proved very popular with lots of our customers looking for a contemporary, refined look without the headache of constant maintenance. We also took on some projects for hotels which we loved doing, and we hope there’ll be more of those next year.
We were lucky enough to get some great brand exposure this year, from creating a gardening episode for The White Company’s Summer Editions series, getting mentions on a number of podcasts, to a double-page spread in The Times’ Chelsea Flower Show edition and a lovely product review from The Independent. We’re always excited to hear others talking about Dig and spreading the word.
Henry and Ed in The Times’ Chelsea Flower Show Gardening Special Edition
All of this, of course, wouldn’t have been possible without our amazing team. Alongside the brilliant Fabi, we welcomed Serena onto the design team who brought with her so much experience and quality. In June Lydia joined us as Operations Lead and has – in a short space of time – been really transformative in defining how we work and how we can do things better and more efficiently. Petrus, our trusted landscaper, almost-literally moved mountains for us over the year, and we are very grateful to Emma, Catherine and Jenny for their design expertise too.
Alex and Henry in our collaboration with The White Company
I’m lucky to have such a strong and supportive founding team in Ben, Alex and Ed who have all been instrumental in their own ways in helping us grow and improve, and a special mention must go to Emily for all her design and brand brilliance and – of course – my wife Joanna who is always instrumental behind the scenes in so many ways.
Now we can look forward to an exciting and ambitious 2024. We have so many plans and ideas that we’re excited to share with you. Thanks again for being part of our journey and I wish you all a relaxing and happy festive break.
See you in January!
