Zak & Flo

Having survived it she now quips: “I just hope that what they say is true – that after every recession there is a baby boom.”

But such has been the success of her venture so far that she is pitching for both the Small Business Of The Year and the Women In Enterprise categories of The Press Business Awards 2010.

The shop name above the door in Acaster Lane shouts her one great expertise in her field – as the mother of Isaac, six, and Florence, three, from which the venture takes its name.

But having been in technical field sales for most of the past decade, Ruth had never run a shop before and is still playing catch up by undertaking a Level2 NVQ in Retail Skills and now studying for her Level 3 NVQ in customer service.

In spite of the recession, Zak & Flo made a profit by the second year of trading and the start of this third year saw an increase in sales of around 45 per cent.

Ruth had planned to launch a website by year three, but launched it in year one. Now there is to be a revamp and relaunch in time for the Autumn/Winter 2010 season.

Ruth has added a christening wear collection and a hire facility which will soon be reflected in a new website, www.christeninghire.co.uk Zak & Flo also offer a personal shopper search service which can be reached from the website. Ruth said: “For a small charge we will source any outfit that you have seen for your child. If we can’t get it in store we will let you know where you can buy it from.”

Another personal shopper service offered on the website is one that allows Zak & Flo to search for baby gifts or present within a budgeted price bracket.