SUDDENLY, a satin-voiced song, all about your baby coming into the world, echoes around the church - and there's not a dry eye at the baptism.

It is a tinklingly-sweet little lullaby tailored to name and birth date of tiny Mary or Johnny and literally a sound keepsake that he or she will treasure for all their lives.

The satin-voiced singer, who also happened to be the songwriter, is 26-year-old Richard Jenkinson, of York, whose venture, Your Song, is bidding for the New Business Of The Year.

And he is pitching for Young Entrepreneur Of The Year title Music aficionados may recognise Richard as the lead singer/guitarist of pop group Divided. He was heard in gigs at theatres, hotels and holiday camps all over UK and Europe and even reached the final 20 in the television talent series, the X-Factor.

But after that the former biology graduate at Manchester University quit the group to market his whole new web-based concept - recording songs tailored to special occasions.

He still writes limited edition songs for weddings and anniversaries available on www. yoursong. uk. com, but slowly the infants are taking over.

Just lately he is bombarded with requests on a separate website, www.Lullaby-Babies. com for baptism themes at £15 per order.

Funded out of his own personal savings, he cut down on costs by writing, singing, and recording all the instruments (which he plays himself) on every track - "setting the standard expected of future employees when the business expands", he says.

Although Richard lives in Heworth, York, he records at his parent's home in Church Lane, Thornton-Le-Dale.

It is not ideal, given the growing demand in a niche market, so now he is looking to rent premises in York before investing in his own commercial property.

He says: "It has reached the stage where I have sought the help of Business Link York and North Yorkshire to seek out venture capitalists to fund me literally to the tune of £100,000 to take me to the next level."

That will mean increasing the product range and finding new outlets exclusively to the big High Street retailers such as Mamas and Papas, Mothercare and the Early Learning Centre.

But there could be a big cash injection of his own in the near future.

Richard's self-penned number, Again has won the top monthly prize in the pop music category for March in the US-based Song Of The Year competition.

That puts him in line with 11 other monthly winners for a $100,000 prize to be judged by some of the biggest names in the music industry such as Norah Jones and Garth Brooks.