American Express has just opened its Shop Small initiative in a move that aims to support small businesses by encouraging the nation to champion their local high street and “enjoy the benefits of ‘Shopping Small’ and supporting their emerging creative and dynamic independent Businesses.”

As a longstanding supporter of small businesses, American Express has been running its Shop Small campaign for over a decade. However, this time, the initiative invites AMEX Cardmembers to champion their favorite small businesses. Each attendee has been encouraged to nominate their favorite small business to give them the chance of winning one of ten £10,000 business grants.

The businesses that win the grants, will gain further support from AMEX, as it hopes to encourage creating and inspiring fashion stores, bars, restaurants, cultural spaces, and community-based establishments. Alongside the small businesses, AMEX is working with a slew of stars from a melange of mediums. For example, the likes of Golda Rosheuvel have been enlisted as a judge on the Champion Small Initiative, who is also a huge champion of independent fashion brands, from the likes of SS Daley to Wales Bonner.

“As someone who is always inspired by the incredible energy and creativity that small and independent businesses create in the UK, I am thrilled to be working with American Express on Shop Small,” Golda Rosheuvel said. “Small businesses bring so much diversity to our communities and are an important part of my life, not least as the proud co-owner of the award-winning Imma The Bakery. I am also very excited to be part of the judging panel for Champion Small, a new initiative inviting Amex Cardmembers  to champion their favorite small businesses by nominating them for the chance to win one of ten £10,000 business grants.”

The American Express Champion Small initiative runs until December 7.