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Iceni Magazine | August 13, 2020

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intu Chapelfield risks wrath of shoppers: but all for a very good cause

intu Chapelfield risks wrath of shoppers: but all for a very good cause

intu Chapelfield, Norfolk’s biggest shopping centre, is risking the wrath of shoppers by installing the first of its Christmas decorations a month earlier than usual. 

But it’s all in good spirit, and for a very good cause:  raising money for East Anglia’s Children’s Hospices (EACH).

The star-shaped Christmas installation is visible from all three floors of the shopping centre, with baubles, lights and butterflies cascading down from the roof of the dining terrace to lower ground mall.  And as well as being a sparkling sight for shoppers, the Christmas star decoration will be a reminder that people can buy their own limited-edition glass bauble and support a local charity.

Each delicate glass bauble contains a handmade, purple origami butterfly and shimmering gold lametta; it costs £15 with every penny going to EACH. The baubles are presented in a satin-lined keepsake box so are the perfect Christmas gift.

“Some people might feel Christmas has started too soon at intu Chapelfield this year,” says Sheridan Smith, marketing manager at intu Chapelfield. “But it’s all about starting the season of goodwill early so we can raise thousands of pounds for EACH. We’ve launched the EACH baubles in October to make shoppers aware of this important fundraising campaign before Christmas really takes over in November. We hope that an EACH bauble will be at the top of many people’s Christmas shopping list this year.”

All proceeds raised by intu Chapelfield’s Butterfly Bauble campaign will go to EACH’s nook appeal; a £10 million campaign to build a new hospice just five miles south of Norwich, in Framingham Earl. The nook will transform children’s palliative care in Norfolk.

EACH has outgrown its current hospice in Quidenham and the charity often has to cancel much-needed short break care. 

It is hoped the Butterfly Baubles will raise at least £10,000 for the nook appeal, which will be enough to fund a child’s en-suite room at the new hospice.

“We hope that the EACH bauble campaign will resonate with our shoppers and staff this Christmas; it’s a chance to support an incredibly worthy cause whilst also bringing some sparkle into their homes,” continues Sheridan Smith. “We’d love to see the EACH baubles become part of the tree-trimming traditions in hundreds of homes, as well as helping us to raise thousands for the nook appeal.”

Butterfly Baubles are £15 and available to buy online at or at the customer service desk at intu Chapelfield (opposite Beaverbrooks on the Upper Ground Mall).


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