Janine Roberts has always been at her happiest among the flowers, especially her own at her shop, Ello Flower in Goodramgate, York.

Even when the 23-year-old was a tot, she was arranging them, sniffing them and being delighted by them - a fascination she followed through after she left Easingwold School and joined Clayton Flowers in Harrogate.

While there she gained an NVQ level 2 in floristry on day release at Askham Bryan College, near York.

Then she joined Rachel Challis's florists in Goodramgate, but when Rachel closed and asked Janine to join her at her new plant nursery in Sutton Road, York, she declined.

"I'm not a plant person. I'm a flower person," said Janine.

So it was goodbye plants and Ello Flower - on the site of a vacant antiques shop.

With the help of family and friends she transformed it into a little venture good enough to enter the New Business Of The Year category in the 2004 Evening Press Business Awards. Janine quickly made her mark as a florist with her exotic, tropical and bright displays.

Within a month of opening Ello Flower was providing flowers for numerous businesses in the area and by now has provided the colour for about 25 weddings, with more booked right into 2005.

Janine has also set up her own website, www.elloflower.co.uk, which keeps customers up to date with designs for all occasions, including Mother's Day, Valentine's Day and Christmas.

All her flowers are specially imported straight from the flower auctions in Holland and range from tropical blooms such as vivid heliconia and strelitzia (birds of paradise) plus leathery-sepalled protea to more traditional roses, lisianthus, tulips and lilies.

Updated: 11:02 Thursday, September 09, 2004