Meet the founder
Hello I’m Danielle
As Director of Two Trails Ltd, Founder of Indie Helmsley, and Owner of The Feather Trail Cafe and La Luna Creative, my life and work are rooted in the independent spirit of small towns and authentic local business.
When I opened The Feather Trail Cafe with my business partner, the vision was simple: to offer a welcoming space where people could enjoy homemade food, locally sourced produce, and a good cup of coffee after a long walk or a busy day. I’ve always believed in championing local suppliers and keeping that sense of community at the heart of everything we do. The cafe quickly became more than just a place to eat — it turned into a space where locals, visitors, and walkers could connect, relax, and feel part of something. That experience of building an independent business from the ground up, of learning the daily challenges and triumphs, has shaped how I see the bigger picture for Helmsley.
Running my own cafe means I understand the ups and downs of independent life — the joy of a busy weekend, the stress of juggling staff and suppliers, and the constant question of how to keep attracting people through the door. It also means I know how important visibility is. You can have the most wonderful shop, cafe, or gallery, but if people don’t know about you, you can get lost in the crowd. That’s one of the reasons I started Indie Helmsley.
Indie Helmsley was born out of a desire to bring businesses together. I wanted to create something that gave independents a stronger voice, more visibility, and a real sense of community. For me, it’s about collaboration rather than competition. We all benefit when Helmsley thrives — whether it’s through printed maps in the hands of tourists, loyalty schemes that keep locals coming back, or social media campaigns that shine a spotlight on our hidden gems.
As First Chair, my role is to steer the vision, keep the network moving forward, and make sure our members feel supported. But I also see myself as a connector — someone who listens, shares ideas, and helps bring people together. Indie Helmsley is about more than just promotion; it’s about building a movement that keeps our town’s independent spirit alive.
Everything I do with Indie Helmsley is grounded in the same values that shaped The Feather Trail: authenticity, community, and sustainability. It’s not about growing bigger for the sake of it — it’s about growing stronger, together.
So whether you’re a business thinking of joining, or a visitor curious about what makes Helmsley special, I’d love to welcome you into the Indie Helmsley story. Together, we can make sure our independents don’t just survive — they flourish.
