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ETHEL Fitzjohn, of Kidderminster, is hoping to fly the flag for the Midlands region in the 2008 HSBC Start-Up Stars Awards - an annual search for the UK's most promising start-up businesses and the inspirational entrepreneurs behind them.

Naturessence, which produces luxurious natural skincare products, was founded by Ethel five months ago and is one of several local companies hoping to be named a regional finalist at The Custard Factory in Birmingham on June 11 - one of six regional heats to be held across the UK.

Ethel had eight years' experience working in the cosmetics industry and was always being asked to recommend the right skin care products.

Her profession and general interest in the subject meant she had experienced all that the high street and salons had to offer and so was knowledgeable on products in the field.

Through conversations with clients, she became convinced there was huge confusion among women as to what skin care to use and was inspired to use her knowledge and a love of natural complementary medicine to set up Naturessence, making high quality skincare products compatible with different skin types.

Although Naturessence focuses on natural products, Ethel also felt it important to create a range that was luxurious and opulent to look at and that women would love to have on their dressing tables.

All ingredients are sourced as ethically as possible and they are either organic, fair trade or grown or produced with care to the environment.

The awards, backed by the Government and supported by Sky News and the Daily Express, welcome any fledging firms less than three years old which can prove they have the determination, dedication, creativity and business acumen for success.

The regional heats, which generate 60 regional winners, seek entries from all over the UK. A panel of business experts will then select the top 10 new businesses to fly the flag for their region in the national finals.

The Start-Up Stars Awards culminates with a glittering black-tie event at London's Dorchester Hotel on October 29, where the UK's top new businesses will hope to be crowned Start-Up Star 2008 and to walk away with a cheque for £50,000, courtesy of HSBC.

Entry forms are available online, at www.startupstars.hsbc.co.uk or from HSBC branches.

3:41pm Tuesday 15th April 2008

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