Nearly 50 independent businesses across Alfreton, Belper, Heanor and Ripley are seeing their shopfronts transformed as part of a new Window Art Scheme designed to bring fresh energy and creativity into Amber Valley’s town centres.
Commissioned by Amber Valley Borough Council, the scheme has seen local artist Pictoria working closely with shop owners to create hand-painted designs that reflect the individuality, character and story behind each business.
Every window is unique. Every design is painted by hand. And hidden within each one is a duck.
The Window Art Scheme is one element of the wider Ay Up Me Duck Trail, a borough-wide initiative aimed at bringing more people into our town centres, encouraging them to stay a little longer, look a little closer and discover the fantastic local businesses on their doorstep.
The Duck Trail has already proved incredibly popular in its first few weeks. Now, alongside spotting the large sculptures and smaller ducks across the town centres, visitors have another challenge: finding the hidden ducks cleverly worked into shop window designs. The question is, can they spot them all?
Businesses were invited to take part through an open call, with those expressing interest receiving the artwork free of charge. The aim is simple: to add colour and character to high streets, spark conversation and encourage more people to step inside and support local traders.
Councillor Emma Monkman, Deputy Leader of Amber Valley Borough Council and Cabinet Member for Planning, Regeneration and Estates, said:
"This project is about celebrating and supporting our independent businesses. They give our town centres their unique character, and we want people to enjoy spending time here, exploring, discovering somewhere new and feeling proud of their local high street.
"Initiatives like this help create vibrancy, increase footfall and generate real support for our local economy. It’s also great to be able to deliver something fun and engaging for families and young people, giving them another reason to visit our town centres and take part in what’s happening locally."
Working across all four towns, Pictoria has collaborated closely with each business owner to develop designs that reflect their personality and trade, ensuring no two windows are the same.
Reflecting on the project, local artist Pictoria said:
"Art speaks to people in a way words often can’t. It’s a universal language that draws people in instantly. My aim has been to paint the joy and energy of what each business actually does and turn that into something people can’t help but notice.
"I’ve already seen the ripple effects. While I was painting, people stopped and said they’d never noticed certain shops before, even though they had been there for years. That’s the power of visual storytelling.
"For me, this has been a beautiful collaboration between the shopkeeper, the Amber Valley Borough Council and the community. Everyone wins. Businesses become more visible, the high street feels more vibrant, and I get an art show in four towns at once. As someone local to Amber Valley, I’m hugely proud to be part of it."
Early feedback from participating businesses has been overwhelmingly positive, with many already seeing customers stop to take a closer look before popping inside.
Jayne Merriman, owner of The Strand on King Street in Belper, said:
"This year marks 25 years for us on King Street, so being part of the Window Art Scheme feels really special. We absolutely love the design and the visibility it’s brought to the shop.
"It’s created real interest and conversation, and anything that encourages people to spend time on the high street and discover local businesses is a positive for everyone."
The Window Art Scheme has been funded through the Government’s UK Shared Prosperity Fund, which supports local businesses, communities and town centre activity. Alongside the Ay Up Me Duck Trail, the funding is helping to deliver visible, engaging projects that strengthen Amber Valley’s high streets and local economy.
Several of the designs are already complete and visible across the four towns, with further artwork continuing to appear throughout the spring.
By the end of May, Alfreton, Belper, Heanor and Ripley will have a borough-wide showcase of creativity in their shop windows, giving residents and visitors even more reasons to explore, shop local and support Amber Valley’s high streets.
Contact the team directly on 01773 570222 or email enquiry@ambervalley.gov.uk
