Published by Sue Johns-Chapman
Published Date 22.12.2025 
Charnelle Merritt and Build and Bloom share their exciting journey and award nomination.
Most agencies do not start at the kitchen table, late at night, after the kids are asleep, built between a full-time job, school runs and the quiet belief that there has to be a better way.
Build and Bloom Management did not begin with funding, a team or industry shortcuts. It began with lived experience: seeing creators burn out, watching talent undervalued and knowing that creativity deserves protection as much as it deserves opportunity.
In just a few weeks, that belief grew into a fully functioning agency, signing creators, delivering paid brand partnerships and now being shortlisted for New Agency to Watch at the Northern Digital Awards.
A solo Founder with purpose
Build and Bloom Management was founded by Charnelle to create a creator management agency that values people as much as performance.
Launched while working full time and raising two children, the business was built solo, with no external investment, no safety net and no compromise on values. Every system, relationship and decision was created intentionally, rooted in fairness, transparency and long-term thinking.
The New Agency to Watch category celebrates momentum, innovation and impact, and Build and Bloom has demonstrated all three from day one.
A balanced approach to creator management
Specialising in home improvement, DIY and lifestyle, Build and Bloom Management works across both sides of the influencer marketing industry.
Creators are supported with:
- Brand negotiations and fair pricing
- Campaign strategy and positioning
- Clear communication and protection
- Business support that allows them to focus on creativity
Brands benefit too, with campaigns built on trust, audience alignment and authentic storytelling rather than purely transactional partnerships.
This dual approach is rare: understanding brand needs while championing creators requires experience, empathy and integrity, exactly what this agency delivers.
Immediate impact
In the first month, the agency:
- Signed multiple award-winning creators, including a celebrity
- Secured paid brand partnerships
- Delivered first payments within weeks
- Gained traction across its website, LinkedIn and Instagram
- Built a trusted reputation in the industry
This momentum demonstrates a clear demand for a creator-first agency model, one that supports growth without sacrificing wellbeing or values.
Investing in the next generation
From the start, Build and Bloom has focused on creating opportunities for others. By partnering with local universities and educational institutions, the agency gives students real-world experience in influencer marketing, digital strategy and business operations.
Rather than simulated projects, students contribute meaningfully to the start-up’s growth, gaining hands-on skills while offering fresh perspectives to the agency.
Supporting emerging talent while scaling the business reflects Build and Bloom’s core values: growth should be inclusive, ethical and community-focused.
Industry and creator recognition
The agency’s early impact has been reinforced by strong testimonials from both industry leaders and creators alike.
John Hopson, DE and I Manager at JLR, praised Charnelle’s leadership:
“Charnelle will build a business known for excellence and a true client-first approach.”
Creators have also shared how the agency has transformed their experience.
“In just a few short weeks of working together, Charnelle has already made a huge impact on my business and my confidence as a creator.”
– Becky Russell, Surrey House DIY and DIY Her Way
Becky highlights how Build and Bloom’s support allows creators to focus on their work, families and wellbeing without being stretched too thin.
“What really stands out is how Charnelle operates on both sides of the industry… understanding what brands need while also protecting and championing creators.”
Another creator, Jack the Tiler UK, shared:
“Most agencies can feel quite transactional, but not with Charnelle. From the start, I have had nothing but positive, upbeat communication and genuinely motivational conversations.”
Within just three weeks, creators were receiving payments, proof that Build and Bloom does not just talk about doing things differently; it delivers.
What being shortlisted means
Being shortlisted for New Agency to Watch is more than recognition, it’s validation.
Validation that a business built after bedtime counts.
That people-first models work.
And that doing things properly, even with rapid growth, matters.
For Build and Bloom Management, the shortlisting is a milestone, not an endpoint, but a foundation for what comes next.
The agency remains committed to building something sustainable, ethical and impactful, for creators, brands and the wider digital industry.
