While the government has come up with some financial packages to help small businesses and encourage employers to retain staff during the corona virus outbreak, there is no denying that times right now are very tough.
No stranger to giving back, boss of online retailer PrettyLittleThing has gone a step further than most business moguls and given up his salary for the month of March in order to donate it to small businesses to help them stay afloat during the pandemic.
In a statement released today, Umar discussed the importance of giving back and supporting one another during these tragic times.
No stranger to online engagement with PrettyLittleThing fans, Umar's regular social initiative 'PrettyLittleWishes' on twitter has seen the fashion boss give away holidays, cars and cash prizes.
But his post on Instagram last night was very much geared towards small business owners.
Umar said: "I am asking all of you tuning in right now to tag any small businesses on my latest Instagram post who may need a helping hand in these difficult times and my team and I will work through all the requests you make to select the businesses I think I can help most.
"I know this isn’t going to change the world, I just wanted to do something good in these desperate times and make a little difference where I can. Please look after yourselves and keep your families safe."
With lots of businesses doing great things to help the community, if you know of a small business who could do with Umar's help, head to his Instagram post and get tagging.
Meanwhile in the spirit of support, these are our five favourite pieces from PrettyLittleThing that we want to shop right now!
Denim skirt, £15, PrettyLittleThing
We love the asymmetric detailing on this skirt – it makes it feel very Vivienne Westwood inspired.
Oh and at £15 it is a total steal!
Skirt & Top set, £13, PrettyLittleThing
Comfy co-ord that is still chic and sexy, sign us up pronto!
This two piece is now just £13 and you can wear them separately too – what a great bargain.
Boots, £30, PrettyLittleThing
A big chunky sand boot will never date, and these cute boots are great with jeans as well as skirts and shorts.
Pair with denim, other neutral hues or khaki.
Jacket, £44, PrettyLittleThing
Spring might be upon us but we are still fairly addicted to flight jackets.
This super cute black one with faux shearling trim has all the hallmarks of a catwalk style at high street price – fashion win!
Joggers, £14, PrettyLittleThing Plus
Working from home?
Us to! Which means we might be dressed up for that Google meeting at 9am, but you can bet your last Rolo that we have sweatpants on as well.
We love these cute branded, light grey tracksuit trousers.
Right now they're the ultimate wardrobe staple.
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