When it comes to entrepreneurial spirit, Shetland has it in spades. Across these islands, businesses in varied sectors are thriving, innovating, and earning recognition that reaches far beyond our shores. From awards ceremonies in Edinburgh to new ventures launching in Lerwick, here are four brilliant reasons to celebrate what's happening in Shetland businesses.
Joanne Williams, manager of the Business Improvement District, Living Lerwick, has been awarded the title of High Street Hero for Scotland's islands region. Presented by Scotland's Towns Partnership, the award recognises Joanne's tireless work in ensuring Lerwick town centre is full of life and energy.
When finding out she’d won Joanne was “honestly shocked and really touched. It really was a lovely surprise. It is always great to be appreciated."
From supporting local businesses to coordinating community events that get folk out and about, there’s no doubt that Joanne's efforts made a real difference. But it hasn't been without its challenges.
"The biggest challenge has been rising costs for both businesses and customers," she explained. "We've been working with a company that helps find better electricity deals, and we've also been promoting the cost of local items to show how they compare with other online retailers."
Visitors regularly tell us how amazing and friendly the town centre is, how pretty it looks, and how lovely the flowers and bunting are.
Tourism has brought its own interesting dynamic. "Tourism has been a welcome challenge. Businesses are very busy in the summer, which can make it harder for them to engage with events, but this also brings success for the businesses, which is positive. Visitors regularly tell us how amazing and friendly the town centre is, how pretty it looks, and how lovely the flowers and bunting are."
So, what does Joanne see ahead for Lerwick? "Lerwick town centre has such a strong foundation because people here genuinely value their local shops. As long as we keep giving folks good reasons to come into town – fun events, trails, and a nice mix of businesses – the town centre will stay lively and vibrant."
Island Fish Shetland Ltd. has netted national recognition at the Fishmonger of the Year Awards, taking home the "Sea to Plate Provenance" award. Run by the Tulloch family, they're being recognised for something that should be simple but isn't always: complete transparency about where your fish comes from.
From their own fishing vessel, the Adventure, straight to their retail counter, Island Fish offers customers full traceability. As Willum explains: "Provenance is important to us and our customers as it can show where our products come from, how they've been looked after, and how old the fish is as this is a really important factor for us.”
"It's important so we know what we are selling is the best possible product it can be. Our customers also like to know that they are supporting local produce rather than imported fish from south of not such quality."
That commitment to quality starts before dawn. A typical day at Island Fish, which has headquarters in Lerwick’s Gremista Industrial Estate, begins at 6am when they start filleting at the factory.
"Around this time, we also go and look at what's on offer at the market on that day and see what looks good for buying. By 8am, orders are starting to get made up, and the online auction starts. This can last anywhere from 1-3 hours and varies on the catch amount that is being sold. Around 10am usually we go to pick up what we have bought from both Lerwick and Scalloway markets. By the time this is done, most of the wholesale orders are ready and are delivered all around Shetland from community shops, fish and chip shops, restaurants and schools."
Our customers also like to know that they are supporting local produce rather than imported fish from south of not such quality.
Looking ahead, the business is planning its next chapter. "We have plans that are starting to evolve as we look into expanding. We are excited to get up and running with that. We anticipate this will be within the next couple of weeks. We are always trying to better our procedures to always keep the best quality product we can. When something is bought from us, you know what you're buying, you know it will be a reasonable price and of the best quality available."
The award is a reminder of why local supply chains matter, and why Shetland's reputation for quality seafood is so well-deserved.
Lerwick-based wildlife tour operator Seabirds-and-Seals scooped the prestigious "Service Excellence Business of the Year" title at the Women's Enterprise Scotland Awards 2025. They’re the first Shetland business ever to take home this award, making this not just an achievement but a landmark moment.
"Winning this award is an incredible honour for both of us," said Marie Leask, who runs the business with partner Brian.
"Personally, it means the world to see our hard work, passion, and dedication recognised on a national stage. Professionally, it reinforces our commitment to delivering the highest standards of customer care, accessibility, and Shetland hospitality.
“It's a huge boost for our small family business and a real celebration of the values we've built Seabirds-and-Seals around."
It's a huge boost for our small family business and a real celebration of the values we've built Seabirds-and-Seals around.
Marie and Brian Leask have spent years championing sustainable tourism, working with local businesses, and delivering the kind of customer service they say which keeps folk coming back.
"We pride ourselves on offering a truly personal, welcoming and inclusive experience. As Shetland's longest-established Noss boat tour, we combine decades of local knowledge with a strong focus on customer comfort, from wheelchair access and refreshments on every trip to working closely with local makers and businesses.”
Their 2025 season highlight? "Encountering a pod of orcas as we returned from our third and final tour of the day, just as we were heading back into Lerwick Harbour. It was an unforgettable treat for everyone onboard: sightings are never guaranteed and only happen occasionally, which makes moments like this truly magical.
“We viewed them from a respectful distance, allowing guests to enjoy the experience while ensuring the wildlife remained undisturbed. It perfectly reflects what our tours are all about: sharing the wild, unpredictable beauty of Shetland with care and respect."
Shetland-based wellness venture Haar Sauna is opening a mobile sauna site in central Lerwick, building on the success of its roving beachside sessions. It's a shift from remote natural spots to somewhere more people can reach on their doorstep.
"Our decision was inspired by a desire to introduce a new relaxation and wellness experience to the Lerwick community," Callum Scott explained. "Recognising the growing interest in health, wellness, and outdoor activities, Haar Sauna aims to offer a luxurious, accessible way for locals and visitors to unwind."
The new setup will include sea views, two plunge pools, and changing facilities: perfect for a post-work wind-down or a slow Sunday escape. And the response? "The response from local people has been extremely positive. People love to go to Haar Sauna! They love the power of deep heat and the opportunity to try something new without having to travel far."
The team has already travelled across the isles, including Unst, Yell, Reawick, Whalsay, Bressay and Brae. "We are not stopping there. I want to visit every island! I am very proud of our Haar Sauna Team. We have started a new movement of wellbeing across Shetland, fostered community connections and promote wellness in a fun, unique way."
Their ambitions? "I hope that Haar Sauna will still be making people sweat! We aim to expand our reach, perhaps offering more sessions, retreats, or partnerships with local events. Ultimately, we want to become a beloved fixture that promotes health, happiness, and community across Shetland."
Bring your business idea to life – explore the support for start-ups and expanding businesses.