Ryman Stationery and Boux Avenue, owned by retail tycoon and Dragons’ Den star Theo Paphitis, are both making their TV debuts this week to drive Christmas shoppers in-store and online.

Ryman will air the first TV ad in its 120-year history this evening running two 20-second films showcasing product promotions.

The ad, put together by 438 Marketing, features the strapline ‘For great deals and perfect gifts, you can rely on Ryman’.

Boux Avenue, which Paphitis founded less than two years ago, aired its first TV ad within ITV’s Daybreak yesterday morning. The 30-second ad tells viewers, ‘Reveal the magic this Christmas at Boux Avenue’.

The advert is being shown alongside a radio and print campaign in the buildup to Christmas.

Paphitis’ latest acquisition hardware retailer Robert Dyas launched its TV ad campaign, designed by Fin, in October.

Paphitis, who is chairman of all three companies, said: “I am thrilled to see all brands on TV at the same time. 

“The ads are designed to drive traffic to our stores and online during the crucial pre-Christmas peak weeks.”