INTERIOR designer Emma Horrox launched her new business, seeing a gap in the market for a more personal approach.

She now travels around, visiting people in their own homes or place of business to provide a comprehensive range of items, including curtains, blinds; fitting, room layout, bespoke furniture, upholstery, carpets and flooring and decorating.

Emma, who is entering New Business Of The Year at The Press Business Awards, took a part-time job in an interior design shop to research the market before launching out on her own. She identified two competitors - large multiples and established independent shops.

"In both cases their principle weakness was their very high overheads," she said. Independents struggled to compete on price, and the multiples struggled to compete on high quality bespoke service.

"I realised that there was an opportunity to combine the two by using modern marketing methods and thus avoiding the costly overheads of a traditional shop."

She launched Emma Horrox Interiors in February and has joined up with local suppliers and trades people to provide her solutions.

Emma continues to develop the business and her own skills, attending exhibitions and suppliers training days to keep abreast of new products, as well as accompanying her fitter to learn about the different aspects of the business.