Young people, industry and leaders share how together they’re Making It Sandwell
Around 200 people from businesses, community groups and other local organisations came together today to mark the launch of the Sandwell Story; a project to celebrate, champion and bring people together in making Sandwell a great place to live, learn, work and visit.
The launch follows work over the past year to set up an active partnership across the borough to promote what Sandwell has to offer, tackle the areas’ challenges together and raise aspirations and improve outcomes for people living in the area.
Comedian and broadcaster Darren Harriott kicked off the event, sharing his stories of growing up in Oldbury, his challenges in childhood and how Sandwell as a place inspired him.
Darren Harriott said, “This area is very special to me having grown up here and I’ve recently moved back to the region. I hope that by sharing my story it can inspire others in making it in whatever they want to do in life.”
With one of the country’s youngest populations, young people were at the heart of the launch. ‘Making It Sandwell’ is a short campaign film featuring young people from across Sandwell, with a spoken word poem from Casey Bailey, who as well as living and teaching in the region for several years, used stories from young people to write about what making it in Sandwell is all about. You can see the campaign film here and hear from each young person featured about their stories so far here.
Jashaan Gill, local fashion designer who sat on the youth panel said, “Sandwell is full of talent. We must believe in our potential to succeed nationally and internationally and invest in the opportunities to get us there.”
Leaders Shokat Lal, Chief Executive of Sandwell Council, Lisa Capper MBE CEO and Principal of Sandwell Family of Colleges and Calum Nisbit, Chief Executive of Kaleidoscope Plus discussed the importance of making opportunities for the next generation of Sandwell. They discussed:
- Sandwell Council announced £1m funding for 100 apprenticeships in Sandwell by 2026
- Sandwell College will be welcoming the first students at the Midland Met Learning Campus from the 6th January 2026
- A new site, Cradley Health Skills Campus, part of the Sandwell Family of Colleges, which will open January 2026 with a focus on adult learners.
The event welcomed a youth panel hosted by midlands influencer and presenter Emmanuel Omoregbee with fashion designer Jashaan Gill, actor Mya Kandola, apprentice Brandon Talbot, singer songwriter Madi Saskia and youth leader Ayyatulahi Adigun.
Guest speakers included Guy Perry from Perry Group, a family run business who’ve been making a success in Sandwell for over 100 years, leader of the Sandwell Council, Councillor Kerrie Carmichael on what making it means to her.
Councillor Kerrie Carmichael, leader of the Council, said, “We’ve been making things throughout our industrial past and continue to do so today, including making the workforce of the future. Hearing from young people at today’s event was an important reminder to really champion our region and help to inspire children and young people growing up here, as well as bringing together partners so that we can tackle challenges together.”
The Sandwell Story project now seeks to sign up more Sandwell Ambassadors to share and support the work, with its Place Board due to have its first meeting next month and set out the next events to bring people together.
If you’re interested in your organisation getting involved, or signing up as an ambassador, you can register your interest at sandwellstory.com
Additional Quotes from partners:
“It’s been an honour and a pleasure to be involved in this exciting initiative together with passionate stakeholders from across the Borough with one thing in common – an invigoration of the message that Sandwell really is a great place to live, to work and to do business. At SIPS Education – the region’s only schools’ owned not-for profit services co-operative, we’re proudly committed to making it in Sandwell – for the benefit of schools, learning, children, people and community.” Brian Cape, Chief Executive, SIPS Education
“We’ve been making things for a very long time, but a key driver for us has been the importance of innovation in developing our business. Sandwell has always been the best place for us to do that – from the people we employ to the networks and the central location we benefit from here in the UK.” Guy Perry, Managing Director, Perry Group
“At Sandwell Leisure Trust, we believe in the power of active, healthy communities to transform lives. Our facilities are more than just places to swim or train; they’re spaces where the community comes together and friendships form. We’re proud to support the Sandwell Story and to play our part in helping the people of Sandwell make it in sport, in wellbeing and life.” Mark Braithwaite, Sandwell Leisure Trust CEO
