An innovative mother is looking to take her burgeoning business to the next level after being backed by retail tycoon Theo Paphitis.

Nicole Dellipiani, of Southend, established Bump to Bambino in January.

It is the country’s first online search engine created to help parents shop and compare thousands of maternity, nursing and baby product prices from leading brands.

Mr Paphitis, a former star on hit television show Dragons’ Den, shone a light on Bump to Bambino by selecting the up-and-coming firm as one of his Small Business Sunday winners.

The weekly initiative, set up by the entrepreneur in 2010, supports small businesses by retweeting firms to his 490,500 Twitter followers.

Ms Dellipiani, of Southend, admits being recognised by Mr Paphitis came as a surprise.

The 37-year-old, who was inspired to start the business after welcoming children Jacob and Isabella into the world, said: “I only launched the website in January and set up a social media account earlier this month, so I was really shocked to see that Theo had selected my business as one of his winners.

“We’re still quite a small business, so it’s so important to get your brand out there.

“Being retweeted by Theo has resulted in a big surge in traffic on our social media and I hope that will translate into more people using the website.

“It is great to have support from Theo because it’s been tough trying to raise our profile. He has recognised our hard work and helped spread the word.

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“I want Bump to Bambino to become the shopping destination for parents.

“My mission is to ensure every parent’s shopping experience is effortless, transparent and cost effective.”

Mr Paphitis hopes Bump to Bambino will flourish as firms continue to battle through the pandemic.

The Ryman Stationery, Robert Dyas and Boux Avenue chairman said: “We are thrilled to welcome new Small Business Sunday members every week and highlight just how important it is to support our small businesses here in the UK.

“Everyone who has ever won a Small Business Sunday retweet from me becomes part of a friendly club where they can share successes and learnings. I wish Bump to Bambino every success.”