Known for her perennial infatuation with Christmas, the influencer said her new company, Midnight Owl Provisions, was a way for her to bring a taste of the holidays to other like-minded “yulephiles”.
With hot chocolate powders featuring flavours like chocolate orange and pumpkin spice, and teas including “mulled wine flavoured” orange and clove, she said she wanted to create a range of “grown-up drinks” for adults who still believe in the magic of Christmas.
She said: “Our brand story is that we’ve been selling to Father Christmas and the Easter Bunny for years, but now we’re selling to humans too.
“My kids are getting a bit older so I wanted to create a place people could get magical gifts for kids and adults alike, without them looking childish.
“Christmas is such a magical time, it reawakens that child-like wonder, so I wanted to make that more accessible for people. “
As well as the hot drinks range, Midnight Owl Provisions offers vegan gummy sweets and locally sourced coffee, which Ms Beck said she hoped would help give the store year-round appeal.
And, she said, more products would be added in the coming months: “At the moment we’re keeping the range small to see how it sells, but there’s plenty more we want to add.
“We also want to cater for other special occasions, like Easter and Halloween.
“Our aim is to become like a Fortnum and Mason for magical creatures’ gift hampers.
“It’s a tricky time, but we’re already getting orders. That seems like a good sign.”