Two innovative Midlands artists have been given a step up the retail ladder for Christmas with a rent-free shop at Birmingham's The Square shopping centre.

Jeweller Will Cutler from Yoxall, Staffordshire and craftsperson Cassandra Jovic from Moseley, Birmingham won a chance to cash in on the festive shopping period.

Their businesses, F7 Jewellery and Crunched Gifts, won over judges thanks to their vision, passion and commitment.

The fledgling retailers will share a unit in the Square Shopping Centre right through to Christmas, along with mentoring from established shopkeepers and support from the centre's management team.

The centre decided to launch the contest to help give an aspiring retailer a step up the career ladder with a pop-up shop, at a time when cash flow and budgets are tighter than ever.

Will, aged 22, who studied Metalwork and jewellery at Sheffield Hallam university, graduating in 2010, said the jewellery market is extremely hard to break into for new graduates, unless employed by a large company.

His love of making things stems from helping his grandfather, an automotive engineer, and he now hopes to use his opportunity to help other craftspeople too.

"It's very difficult to become an established designer/maker, which is why I started working on F7 properly a few months ago - it's a new service for up and coming or graduate designer/makers in the jewellery and silver-smithing industry, and hopefully in the future, will include other crafts too.

"We plan to help designers by offering them three ways to market their products - online retail,  events, and concession stands in retail and luxury outlets.

"Winning this opportunity for a pop up in Birmingham will help me out so much - it will help me raise much-needed capital to get my company started properly, as well as helping me judge if a pop-up shop is a good way to sell jewellery."

Cassandra, aged 26, gave up a job with the City Council to pursue a more creative career, and believes the current climate is just right for crafts to make a serious comeback.

"With Christmas coming we are all feeling "crunched" and buying presents with little money is harder than ever," she said.

"Giving a handmade present while saving money is also extra special because love has gone into its creation. I want to give people an opportunity to make wonderful and affordable gifts for their friends and families while learning some new skills along the way."

Cassandra plans to stock a weird and wonderful range of goods, including knitted scarves and beanie hats, vintage cake stands, baking biscuits, customisable handbags and tea pot lamps.

The self-taught artist also plans to run workshops, to help show people how enjoyable and practical craft-making is, from knitting to card-making and paper crafts, and is going to blog about the whole experience.

"The majority of the products in my shop are created using everyday products in unusual ways and where possible I use vintage and recycled products," she explained.

"Customers can choose between buying hand-made gifts, buying kits that they can turn into presents they make themselves and attending in-store workshops where I teach them how to make their own gifts."

Yvonne Moulton, manager at The Square said she had been overwhelmed by the enterprise and imagination of the two winners, and thinks they will add a special edge to shopping at The Square this Christmas.

"We held the competition to help get some fresh, innovative new businesses off the ground at a particularly tough time for retailers," she said.

"Will's business not only offers some unique and imaginative new products to our customers, but is also about helping other young artists boost their careers, which is wonderfully enterprising.

"We loved the idea of Cassandra's shop, and think it will do fantastically well at this time of year, offering some fabulous present ideas. Her products are witty, unique and thoughtful -  both winners will make wonderful additions to our retailers."