ABBOTT LYON AND IDEAL WORLD FOUNDERS BACK AI SHOPPING START-UP JOINDIG
In a move that underscores the growing influence of artificial intelligence in retail, UK start-up JoinDig has secured nearly £1 million in fresh investment from two of the country’s most prominent business figures – Paul Wright, co-founder of the Ideal World shopping channel, and Jezz Skelton, founder of the fast-growing jewellery brand Abbott Lyon.
The AI-powered shopping tool, founded by tech entrepreneur Ashley Bailey, is rapidly positioning itself as one of the UK’s most exciting new retail innovations. In less than two months since its launch, JoinDig has attracted high-profile backing from Wright and Skelton, both seasoned entrepreneurs with proven success in scaling consumer brands.
JoinDig uses artificial intelligence to help shoppers find affordable, sustainable and pre-loved alternatives to items sold online. Users simply upload a product link or image, and JoinDig instantly scans over 200 million listings to uncover better deals, cashback offers, and second-hand options in seconds.
Ashley Bailey, founder of JoinDig, said: “I’m incredibly proud to have the backing of both Paul and Jezz, two leaders who truly understand what it takes to build trusted, customer-first brands. Their investment and belief in JoinDig is a huge validation of the work we’re doing, and it gives us the momentum to take our mission to the next level.”
Jezz Skelton brings a track record of success through Abbott Lyon, the jewellery and accessories brand he launched in 2015. The business has become one of the UK’s most successful direct-to-consumer brands, generating more than £48 million in annual revenue and working with well-known ambassadors including Stacey Solomon, Molly Smith and Tam Kaur.
Paul Wright, meanwhile, has spent over four decades building a career across retail, broadcasting and media. Best known as the co-founder of the Ideal World shopping channel, he now invests in a range of ventures across property, retail and digital media. JoinDig is his latest strategic move into the technology-driven retail space.
Since going live, JoinDig has already formed partnerships with organisations such as Nottingham University Students’ Union to help students save money while promoting sustainable shopping habits. The platform’s growing community of users has benefited from cashback rewards, prize incentives and access to affordable pre-loved goods – all through a single, AI-driven search experience.
By combining cutting-edge AI technology with a focus on affordability and sustainability, JoinDig is setting out to redefine how British consumers shop online. With Wright and Skelton now on board, the platform is expected to accelerate its expansion and continue driving innovation in the UK’s fast-evolving retail landscape.
