Prom Mum business set to give vulnerable women a new start

A group of young Stoke-on-Trent mums are looking to a brighter future after setting up a business with the support of the Gingerbread Centre. 

Prom Mum will provide unique dresses for sale or hire for school proms and other special occasions. 

The business is being run by a group of women including mums who have been supported by the Gingerbread Centre, a charity which supports homeless vulnerable families in Stoke-on-Trent. 

“Prom Mum is designed to provide a sustainable business opportunity,” explained Andy Bush, Gingerbread Centre Chief Executive. 

“It is going to be run along the lines of any other business, the women taking part are being given support to create a profitable organisation which will help them to carve out a better future.” 

The five women involved are a combination of former service users and volunteers from the Gingerbread Centre’s Empowering Families project. 

Prom Mum is being launched as a social enterprise and the women will be given support to grow the business to a point where they are taking salaries from it. 

A Prom Mum base will open at the Dudson Centre, Hanley, at the beginning of May, but the business will mainly sell online through a website –

Prom Mum has received funding from well known British baker, Warburtons to help get the project off the ground. 

An appeal is being made for women to donate unwanted ball gowns and other posh frocks to Prom Mum. 

Prom Mum staff, including an experienced seamstress, will work on the dresses to give them added bling factor. 

Leanne Mason said: “My circumstances mean that I haven’t been able to hold down a job until  now, but I am really excited about Prom Mum. 

“School proms have become very popular and Prom Mum will provide dresses with the wow-factor. There is a big market with parents who perhaps cannot afford high street and designer prices but want their daughters to look extra special for their big occasion. 

“The Gingerbread Centre has given me lots of support following a series of traumas in my life. Now I want to do something for myself and help Prom Mum become a success.” 


For media enquires contact Nigel Howle on 0776 29043436 or email [email protected] 

About the Gingerbread Centre: 

The Gingerbread Centre is an independent Charity and Limited Company who have been doing innovative work with to support homeless vulnerable families and lone parent families for over 35 years.

Our main office is based in the Longton area of Stoke-on-Trent but provides support to families across Staffordshire.

Gingerbread provides a range of services including supported homeless accommodation for lone mums and dads, supported accommodation for teenage mums and & support in the community to prevent homelessness. We work closely with other organisations both voluntary and statutory.