Campaign Shop Independent

Campaign Shop Independent

Here at Soldiers' Charity shop, we're supporting #CampaignShopIndependent this Christmas. Flying the flag for small businesses at a time when it's really needed. We hope you'll join us and shop our collection of beautiful items, all designed or sourced from small business in the UK. 

Read on to find out about a few of the business we've collaborated with this year...

Designed by Esther

Designed by Esther

In September we launched our new merchandise range in collaboration with designer, Esther Johnson, and we have now added the charity's first Christmas eCard to the range. 

Esther launched her company, Designed by Esther, in 2017 with the help of the Princes Trust. She now works with historic sites and charities to create bespoke designs for gift shops.

Esther said: “My favourite part of any project is researching the background of a commission, which helps me to find the unique elements that bring variety to a design. After working with the Chelsea Pensioners, I was approached by ABF The Soldiers’ Charity to create a new range. The new design celebrates the charity’s history and its support for soldiers, veterans and their families. I also wanted to illustrate the amazing ways the Army family raises money and the lengths they go to. The skydiving was a particular favourite to draw!”

Shop the Esther range here.


Wallcircus design and print personalised wall prints and stationery, and have created a bespoke range of prints exclusively for ABF The Soldiers' Charity. Choose from a set of luxury postcards or prints which come in a range of sizes and can be framed.

 Shop our full range of personalised gifts here.

Lorna Wiles

Lorna Wiles design and print bespoke textiles and china in Cornwall. We've collaborated with them for many year on our signature Cap Badge range.

Cotton Twist

Cotton Twist make craft kits which draw upon a palette of raw materials. This Peg Soldier Kit is a cute stocking filler.

(Campaign artwork credit Rebecca Strickson)