Distinctly done

FANCY an organic Wensleydale cushion, a gothic bird table, a hearty slice of wild boar pie or half a dozen champagne chocolates? Of course you do. Know where to get them? Possibly not.

All of these items are available online, alongside many other weird and in some cases wonderful products you wouldn't necessarily stumble across in the average high street. They are more likely to be found in a particularly eclectic farmers' market. In this case, a farmers' market on the internet.

Catering for distinctly British tastes - there must be a stiff upper lip store in there somewhere - it is not surprising that the site can be found at www.distinctlybritish.com

It was the brainchild of Christopher Roundell, a passionate fly fisher, cook, shopper, traveller and author of the Consumer Association's Which? Guide to Country shopping.

To say Christopher is a well-connected British gent is to sell him short. He can trace his ancestry back on his mother's side to the 11th century, to Queen (later Saint) Margaret of Scotland no less.

The other side of his family tree goes back as far as the 15th century, when his father's ancestors were living it up as landed gentry in Knaresborough. Oh, and he is one of the last living relatives of the 16th century poet John Donne.

"Covent Garden underwent a bit of a facelift a few years ago," said Christopher, explaining what inspired him to set up the website. "As I was passing through I noticed that the bottom halves of the 18th century houses were all small speciality shops.

"After doing a bit of research, I realised that all over the country people were making things that were very ordinary - like cheese and walking sticks - but very individual."

So he decided to set up a central site linking all these disparate individuals: the idea being that while one small speciality site is easily missed, a whole farmers' market of sites is hard to ignore.

"Most businesses have a website, but it's no good if you are not visible, if people don't know where to find you," said Christopher. "We offer high visibility because we are something of a garden of delights. Where else could you buy architectural book ends and handmade sausages in the same place?

"I have nothing against the high street. I'm happy to buy my toothpaste at the chemist and my underpants from M&S. But we are catering for an entirely different market.

"I'm a bolshie type, I'm afraid. I hate mass production. Give me a farmers' market any day, even if it is a farmers' market on the internet."

This is not to imply, however, that this is a country bumpkin outfit. Christopher visits markets, agricultural shows and trade fairs all over Britain seeking out the best producers to join the Distinctly British fold. But not only their products have to be topnotch - they have to provide a high level of service too.

"Everybody has to be able to do mail order and respond promptly," he said. "If they get an order on Monday, it should be sent out on Tuesday and received on Wednesday. It doesn't matter what the item is, whether it's a sundial or a nest box, it has to arrive on time."

The products on offer at Distinctly British take in everything from rocking horses to flaming garden torches. There are, however, still one or two gaps on the online shelves.

"I don't know what our next bestseller is going to be until it arrives," said Christopher. "I would love to offer some jewellery, as there are people making fabulous stuff all over England. I am also particularly interested in utilitarian items such as brushes. And large cold pies - the sort of thing you get in for a holiday weekend to have with cold cuts at suppertime on Sunday.

"Someone doing haggis would be wonderful too. And cathedral music, I'm very keen on getting some cathedral music on the site."

And so his shopping list goes on and on and on.

If you have a quirky product that you would like to sell through Distinctly British, drop Christopher Roundell a line at enquiries@distinctlybritish.com

Tips for buying online:

- Consumer rights apply equally when buying over the internet or in the high street. Goods must be of a satisfactory quality and adverts and descriptions must not be misleading.

- Only use sites you know or which are recommended to you. You should also check all financial offers with the Financial Services Authority.

- Get the supplier's phone number and postal address.

- Keep copies of emails and order forms.

- The law protects you against card fraud. If you hand over your details and your credit or debit card is then used fraudulently in the EU, the card company must refund you.

- Most internet purchases from UK-based websites are covered by the Consumer Protection (Distance Selling) Regulations. Under this legislation: You have a cancellation period that begins when you have ordered the goods. Your right to cancel finishes seven working days after the goods are delivered. Within this time you are entitled to cancel the order and receive a full refund for unused goods. Excluded products include newspapers, magazines, software, CDs and videos, and many travel and financial products.

- Perishable goods or items which have been made to your specifications are not subject to cancellation rights.

- You may have to pay to return unwanted goods unless faulty or misdescribed.

- If you buy from a website based outside the UK, the laws of another country may apply.

For advice on this or any other consumer matter, contact City of York Council Trading Standards Consumer Advice on 01904 551562, call at 9 St Leonard's Place, York, fax 01904 551590 or email trading.standards@york.gov.uk

Updated: 09:40 Tuesday, September 16, 2003