SD Create, Catalyst, 17 Bedford Street, Belfast (2026)

13/01/2026

Did you hear the news 👀

has confirmed its new Belfast store will open in on Thursday 12 October.

We’re so excited to be supporting Sephora UK on PR, media, creator and community engagement in the run up to the highly anticipated Belfast opening, supported by our good friends at on stakeholder engagement.

It’s safe to say beauty fans across Belfast - and right across Ireland - are buzzing for this launch. There’s been a BIG reaction to the opening date news released this morning and that’s only going to build in the coming weeks.

Sephora is more than just a place to shop – it’s about helping everyone look and feel their best. We’ve personally chosen holiday destinations based on Sephora locations and it’s amazing to think others will soon be putting Belfast on their must-visit list for the same reason. ❤️

From cult favourites to indie icons, including Sephora’s own namesake range, Sephora Collection, beauty lovers are in for a treat when the new Belfast store opens.

We’re so excited to shop exclusive ‘Only At Sephora’ brands such as rhode, Haus Labs, Makeup By Mario, Merit Beauty, INNBeauty Project, and Tower 28 alongside other ‘Hot on Social’ brands like Tatcha, Glossier, Glow Recipe, Rare Beauty, Sol De Janeiro and Kosas. Swipe to see just a few of the products we’re excited to get our hands on (for starters!)

This is a milestone moment for – and for Belfast – as Sephora UK prepares to launch its first store on the island of Ireland in Belfast’s Victoria Square. It’s undoubtedly one of the city’s most eagerly anticipated launches and we’re so proud to be part of it.

Make sure you’re following and for all the news in the run up to the opening.

📰 read the full story via the links in stories.

31/12/2025

What a year 🤩

A little recap of 25 magic moments at in 2025.

Big thanks to our amazing clients, creatives, consultants, collaborators, media friends, creators, suppliers, family and friends that have been part of this crazy, exhilarating, exciting and eventful year.

We made some big moves this year and it will be a hard one to top but we have some big things coming in 2026. So, buckle up!

01/12/2025

A mismatch of 📸 but definitely a grid worthy milestone.

So saying ‘feck it’ to curated feeds and posting the lot!

So proud to pick up two awards at the awards on Friday night:

🏆 Culture, Art, Sport & STEM campaign for our work for .belfast

🏆 Plus Independent PR Practitioner of the Year.

Without going all ‘Oscars acceptance speech’ a few reflections and thank yous, because whilst this business is an independent practice, I seldom work solo.

When I started SD Create in 2022, I wanted to build something different.

This business is built on collaboration and from my experience, that’s where creativity thrives.

I’m surrounded by the most incredible associates, consultants, creatives, photographers, videographers, designers, and events people that I handpick to create bespoke teams: the best people, for the best briefs.

And it was an absolute pleasure to celebrate with so many of them on Friday. We definitely should have won a third award - Best table - the craic was mighty. 🤣

Huge thanks to all our clients and special hat tip to .mimi, Emma Hart, and the entire Strand team for trusting us, it’s a privilege to help tell your story. And a massive thank you to my right hand woman, who has been absolutely central to this and lots of other projects over the last two years.

It was lovely to celebrate with lots of other longtime collaborators, Stephanie , , , , , , .greenan, - I wish I could have invited more (WE NEED A BIGGER BOAT) but I’m so grateful to you for being part of it all.

Finally, big thanks to and all of the CIPR NI committee for a great night. We see you and all the work that goes in from a voluntary committee on top of the day job; and for the pics that will stand out here from the rest!

Congrats to all the winners and those shortlisted. We have a great PR community here and it’s great to be part of it.

I’ll leave it there. 😴 You’ll find longer musings over on LinkedIn if you’re remotely interested…

06/11/2025

Our first CREATE Connections event did what it set out to: bring people together, creating space for conversation and collaboration. 🤝

& were joined by a fantastic panel:

• Martin Breen, Deputy Editor-in-Chief at & Sunday Life
• , Northern Ireland Photographer of the Year
• , comedy promoter at TSW Management (also Sinead’s long-suffering but brilliant husband )

We covered a lot of ground, but the common themes kept coming back to connection and collaboration and how that drives creativity; and storytelling as the heartbeat of journalism, PR, marketing, photography & comedy.

So much more to reflect on and share off the back of some genuinely great conversations, but for now, a few big thank yous:

To the community team for all their support and help. Excited to collaborate and host more events together in this beautiful space that we’re proud to call home for our business.

Our wonderful speakers, who shared their experiences and advice so generously.

Lynette Fay for doing an exceptional job as our host and MC – if you need an event host, don’t deliberate, just book her!

, who designed the SD Create brand three years ago and helped bring that that to life last night with some lovely digital and print branded bits.

Our friends at and for the gorgeous margaritas and Palomas.

for the gorgeous food and the perfect events space.
connor1 from who was a massive help on the night and kept the show on the road.

Ashleigh Averell from who knocked it out of the park (as always) with signage and branded merch. In LOVE with our new lightbox. ❤️

Andrea, Stephen & John from who demoed their fab digital ad walkers, with creative from our speakers (and )
greenan for snapping these shots – unbelievably my phone was on aeroplane mode all night!

And everyone that took the time on a dark, cold November evening to come along and enter the spirit of it plus supporting our charity partner for the eve ❤️

28/10/2025

Wanna get connected? Swipe right 😜

We’re running our first event at our fab new office & we have a few spots left. 👀

Our business is built on connection and collaboration. So we wanted to create something that would bring people together - IRL - to create conversation and community.

So in partnership with , we bring you CREATE Connections.

This is not your average networking event.

So what is it?

will be joined in conversation with the wonderful and special guests including:

- Martin Breen, Deputy Editor-in-Chief, and Sunday Life.
- , NI photographer of the year and
- , comedy promoter, TSW Management (and SD’s long suffering husband).

Our short Q&A will be followed by networking, drinks and a few surprises.

Who’s it for❓

People interested in marketing, storytelling and creating great content: small businesses, comms & marketing pros and creatives.

We’ve over 40 people signed up so far including some of our brilliant clients, media friends, agency, in house & freelance comms & marketing peeps, creatives, members and local business owners.

We’ve space for about another 10 people. Fancy joining us?

What you need to know:

🗓️ Wednesday 5 November (remember, remember)
⏰ 6-8pm
📍 Catalyst Bedford St

🍹We’ll have Margs & Palomas thanks to our friends at & a few other beverage options (including zero / soft drink options).

🍗 Food from the our fab neighbours 🤤

🫢 And we’ve a few surprises up our sleeves too.

🎟️ Tickets are FREE and are available via link in bio but we will be asking guests to donate to homeless charity - our neighbours here at Catalyst Bedford Steet. We’ll have some spot prizes up for grabs to say thanks too.

Once we hit 50 sign-ups, our waitlist will kick in, so do still sign up if it shows as sold out and we will release tickets as/when any free up.

23/09/2025

SD Create 🤝

As ‘back to school’ season sets in, we’re proud to announce that we have been appointed as the PR partner for The Open University in Northern Ireland.

For over 50 years, The Open University has provided access to flexible, high-quality learning to local people from all walks of life; helping people to up skill, change careers and follow lifelong passions.

We’re excited to work alongside the OU team to shine a light on the incredible impact makes to the lives of people here in Northern Ireland every day.

Get ready to hear some seriously inspiring student stories. 🎓

18/09/2025

📣 We’ve some serious tea! 🫖

After months of plotting, planning, long walks and longer voice notes, we’re proud to announce the launch of On Point Communications Coaching – an exciting new coaching service developed by and .

An award-winning broadcaster, Lynette’s is a voice that audiences know and trust. She’s equally at home hosting one-on-one interviews as large corporate events, awards ceremonies and major sporting events with audiences of up to 80,000 people.

Over the last 20 years, Sinead’s worked with some of Ireland’s biggest brands, advising and empowering them to communicate with clarity, composure and impact.

Together, they bring decades of experience in PR, communications, media and broadcasting to help businesses and individuals to tell their stories clearly: on stage, on air, on screen, or in the boardroom.

We’ll offer a range of tailored services from one-to-one and group coaching and workshops, right through to Keynote clinics and communications audits to help get your communications ‘on point’.

If you’re interested in finding out more, drop us a DM.

🔗 Read the official announcement and more about our coaching services via the link in the bio, or on stories.

29/07/2025

Just when you think Coldplay Kiss Cam Gate might be running out of steam, the formerly unknown data company, Astronomer stoke the flames with a reaction video featuring Gwyneth Paltrow.

It’s been widely lauded as a ‘masterclass in crisis communications’. But is it?

I was asked on the Talkback programme on this afternoon to chat with William Crawley about just that, alongside fellow marketing and comms consultant, Tina Calder.

ICYMI, and are looking for some tips on what to do if you find your phone blowing up / yourself navigating a very public crisis, I’ve written an article on the website and over on LinkedIn too (will link in stories).

If you missed the Gywneth Paltrow video (where have you been), it’s linked in the article. Would love to know your thoughts - is this the crisis comms masterclass it’s been lauded as? Or how would you respond?

02/06/2025

May Mayhem, part two 🤞

🥃 Dram-atic news – in May we marked the highly anticipated official opening of with two bursts of PR. Last week Harbourview’s exclusive new 1608 whiskey flight made a big splash, headlines locally and nationally.

The flight offers connoisseurs the chance to taste a curated selection of Bushmills’ rarest and finest whiskeys for £1,608 - a quirky nod to the year received its license to distil. Having worked with Bushmills on content projects to support two of the bottles that feature in the flight - the 46 YO Secrets of the River Bush, and 36 YO Hill St Edition - this was a particularly special launch. If you get the chance to sample these whiskeys, you are very, very lucky.

But if that’s out of your budget, there are a range of tasting flights starting from just £15, plus a great range of whiskey events and experiences, fab food, and stylish rooms if you’re looking for a summer getaway.

🤐 Secret Squirrels – we worked with a number of local content creators to build buzz for Victoria Square’s Secret Soirée event.

🍹Summer Cocktails – we’re working with Jose Cuervo tequila for a range of collaborations and cocktail events this summer highlting core Cuervo serves including the Paloma & Margarita (firm faves here in SD towers) - keep your eyes on the feed for future pop ups, giveaways and more.

👀 First Look at the future Strand – We’re proud to support the incredible .belfast team on media outreach for the £6.5m transformation of this true Belfast icon. There’s no better buzz than seeing the coverage roll in – locally and nationally – for a project you truly believe in. ❤️

🏢 Finally, we moved into to our first city centre office. We’re very excited to have a new base at the brand spanking new Bedford Street space, signalling the start of an exciting new chapter as we approach three years in business this summer. 🎂

SD Create

13/01/2026

31/12/2025

01/12/2025

06/11/2025

28/10/2025

23/09/2025

18/09/2025

29/07/2025

02/06/2025

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