Lucy Hitchcock
Lucy Hitchcock is an entrepreneur and Founder of Sassy Digital and Partner in Wine.
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Lucy Hitchcock's 2025 biography
About Lucy Hitchcock
Lucy Hitchcock is an entrepreneur, marketeer and Founder of Sassy Digital and Partner in Wine.
After leaving her job at 23 years old to work with small businesses on their digital marketing, branding and website and e-commerce design, she’s since helped hundreds of small businesses make more sales online.
Using her network in the social media industry, Lucy has helped several influencers with e-commerce strategies for their businesses including Sarah Ashcroft founder of SLA The Label, Author Madeleine Shaw, Danielle Peazer founder of DPM, Zanna Van Dijk and Natalie Glaze to name a few.
During the global pandemic, after a disappointingly warm glass of wine in the park with her best friend, Lucy decided to create an insulated wine bottle and tumbler to help her and so many other wine lovers enjoy a socially distanced drink in the park.
Since starting the business, and using her marketing expertise to grow a large social media following and most importantly sales, in just 16 months Partner in Wine has quickly become Sassy Digital’s best case study.
In March 2021, Lucy shared her story on TikTok, leading to a viral video which racked up half a million views in 12 hours and saw an item selling every two minutes. Sales increased by 1,700 percent in a single day, which turned into sustained five-digit revenue every month. Soon after, Partner in Wine confirmed the iconic retailer Selfridges as its very first stockist followed shortly after by Oliver Bonas, Urban Outfitters and most recently, Liberty London.
In 2020, after five months of launching, Partner in Wine had turned over £30,000. By the end of 2021, this figure was over 8 times that.
After completing her WSET L2 award in wine, Lucy has made wine drinking more accessible and fun for the everyday wine drinker through her viral TikTok videos. The business has collaborated with Elizabeth Arden, Ariana Grande Fragrances, Superdrug, TikTok, Candy Kittens, Doughnut Time, Nails Inc, Mirabeau, Aldi, Laithwaites and more.
Lucy and her businesses have been profiled by the BBC News, Mail Online, Business Insider, The Sun, Daily Express, and was featured in TikTok’s Year on TikTok 2021 list. She has since worked with a number of brands on partnerships including SAGE for business, Royal Mail for Business, Aldi, and Adobe.