Paige Louise Williams, aka P Louise, has spent an enormous amount helping children across Greater Manchester have a fantastic Christmas alongside Cash for Kids charity
Paige Louise Williams, the brains behind the beauty and lifestyle brand P Louise, made a desperate charity plea to help Cash for Kids at the start of December. She’d noticed that their warehouse shelves were empty and had no toys on them – and they had a huge number of children to still buy for, which worried her.
Paige had “been in tears” and knew that she needed to help, promising that £1 from each full-price order on her website would be put towards the cause. She also donated some of her own stock, such as the sought-after Advent Calendars and pyjamas.
This will mean that so many more disadvantaged children are able to open something up on Christmas morning and have a lovely day, rather than going without. But this isn’t the first year Paige has donated to Cash for Kids to help their Mission Christmas Appeal.
In 2023, Paige donated £20,000, in 2024, it was £40,000, and this year, she’s so far raised £70,000. To celebrate, she went shopping with her team to ensure there were enough toys to go around for the kids this year.
Paige said: “Supporting Cash for Kids has always been close to my heart. I grew up watching my mum struggle, but there was always something waiting for us on Christmas morning. When I saw how many children may wake up with nothing this year, I knew I couldn’t stand back.
“Giving back has always been huge for me with P.Louise, even when I’ve chosen to do it quietly! However, with the sense of urgency this time, I knew I had to speak up and use my platform,” which she did, and many others in the community donated gifts because of her plea.
In her latest video, she explained that she’d had a “wholesome” morning helping give back to her community, saying that she had “so many children to buy gifts for,” and explaining that she’d got the “whole team” on board with her to help buy presents.
Heading to Smyth’s Toys, she loaded up many baskets, shoving Stitch goodies in, Disney princess dolls, wooden kitchens for kids to play with, mystery bags which kids absolutely adore, Fisher Price toys, baby dolls, huge unicorn teddies, Sanrio toys, Minecraft toys, and so many more. Her whole team were also walking round pushing trolleys and getting the goods in.
She explained: “We’ve still got to fulfil 25,000 kids. We’ve got £70,000 to spend”.
When she first made her plea, the number was a lot higher, meaning she’s made some serious headway on behalf of the charity appeal. Initially, they had 32,000 children to buy for, so once the £70,000 was spent, the number would be a lot less.
The video then cut to the Cash for Kids warehouse, where volunteers and Paige’s team were loading the goodies onto shelves, ensuring that as many children as possible were able to have the most wonderful time of the year. So many toys that she’d just purchased were brought into the warehouse, and staff cheered with excitement.
Things were then sorted into gender and age group, as the footage showed what the warehouse looked like two weeks ago compared to now, thanks to Paige’s generosity, and because she’d asked others to help out as well – and they listened.
In the comments, people praised Paige for having a “heart of gold,” saying that “this is how you influence people,” to do good for their communities.
“If only more rich people would do things like this. This makes my heart happy. Well done, Paige and her team,” someone gushed.
Another said: “This pulls at every emotion I have! Could you possibly imagine these children’s faces, let alone their feelings? Some will remember this for a lifetime.” A volunteer also said this would make a “huge difference to children across Greater Manchester”.
Cash for Kids’ annual Mission Christmas campaign delivers gifts to disadvantaged children across the UK, aiming to ensure that no child is left without a present during the holidays. With demand reaching a record high this year, Paige is aiming to encourage as many people as possible to support a community-wide effort to help those who need it. From unused toys sitting at home to items bought specifically to donate, she emphasises that no donation is too small.
