The Welsh woman who made the I’m a Celebrity robes had no idea who they were for

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I’m a Celebrity stars have been pampered this week, with a spa retreat following a special challenge called Mean Massage.

Beverley Callard, Giovanna Fletcher, Ruthie Henshall and Jessica Plummer were chosen at random to suffer the trial, in which they had to lie on a massage table covered in bugs and snakes for 12 minutes.

As a reward for completing it, they each got to select someone else to enjoy a spa retreat, returning to camp with personalised robes bearing the name of their chosen campmate. Vernon Kay, Hollie Arnold MBE and Russell Watson were chosen with Jess choosing Giovanna.



I’m a Celebrity stars wearing their embroided robes – made in Wales



I’m a Celebrity stars wearing the embroidered robes produced in Rhyl

Those visiting the castle spa were delighted to find a food spread, treatments and a hot tub. The four celebrities praised the experience, with Vernon left feeling like “a million dollars.” The scenes also received a positive response from viewers, including over the “lovely robes,” North Wales Live reports.

The personalised items were actually produced for the ITV production by Welsh company Simply Logo. Based in Rhyl, it specialises in printing and embroidery.



Simply Logo, based in Rhyl, was asked by ITV to make personalised dressing gowns for I’m a Celebrity campmates.

But director Nia Wyn Heaton didn’t realise at first who they were producing the gowns for. She said the business received an email recently asking for the embroidered robes. Nia and colleague Aneira, who completed the order, however didn’t initially realise it was ITV. They were asked to produce 10 dressing gowns – each featuring a different campmate’s name.

Nia, who had actually been watching the TV show but was still oblivious, told North Wales Live: “We just didn’t twig, even with the names Mo and Giovanna.”

The 50-year-old said the local firm produces such items “all the time and just didn’t think twice.” She said that the job required the ratio to be equal, with shorter names like AJ not to be larger. Nia explained that as a result she had her “business head on” and hadn’t realised what it was for.

It was only when a representative for ITV got back in touch to request robes for late additions Ruthie Henshall and Russell Watson that those at Simply Logo understood the project. The company director said she asked the rep what they were for and was then surprised by her response.

She said she and the staff “burst out laughing” when they realised it was all for I’m a Celebrity. Nia said that the representative found their unawareness to be “quite refreshing and endearing,” admitting that she should have realised sooner as the initial request had been from an ITV email address.



Simply Logo, based in Rhyl, was asked by ITV to make personalised dressing gowns for I’m a Celebrity campmates.

Although only four celebrities got to wear their robes, the business made 12 just in case. She said: “We’re assuming they wanted [them all] because they don’t know who’s going through.”

And Simply Logo isn’t the only local business being utilised by I’m a Celebrity recently. Nia praised ITV for “actively” using other firms, including Perham Prints and For Every Occasion.

She said that it was “great to see” such a significant production supporting the local economy.



Nia is now running her work wear and uniform shop, Simply Logo full time as a woman
Nia pictured in the Simply Logo shop in Rhyl

This is especially true given the impact of the coronavirus pandemic on businesses in the area.

“Business isn’t good at the moment, I’m not going to lie to you,” Nia said.

Lockdowns in the region had forced the company to temporarily close, only recently reopening. Nia said that business is down about 48 percent – but they have had some government funding.

She revealed that the I’m a Celebrity job is “refreshing” and a “nice way to end” a difficult year.

It’s hoped that the involvement could even “drum up business for Christmas,” with the Simply Logo director excited at the prospect of fans ordering their own dressing gowns.

At the very least though, the local firm’s involvement will have helped to “lift everyone’s spirits!”

The new series of I’m a Celebrity, filmed at Gwrych Castle, continues on ITV at 9pm.



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