Despite strong competition from supermarkets and much bigger retailers, Leaf, in Victoria Road East, Hebburn, is celebrating five years of independent trading.

Owner Jill Burns believes the secret of her success has been to meet customers' individual needs.

Mrs Burns said: "We do focus on customer care and in responding to people's requests. If someone wants a particular display at the last minute, or to a tight deadline, we aim to meet those demands."

Leaf has built up a solid customer base over the last five years, with people from Washington to Whitley Bay regularly ordering flowers and the shop's other products, which include everything from silk flowers to candles and cards.

"We aim to offer our customers something a little bit different, while also offering value for money," she said.

"Exotic flowers are growing increasingly popular and we do a lot of wedding bouquets and wired work for displays."

A florist in Boldon Colliery for several years, mum-of-two Mrs Burns channelled her knowledge of the business into her Hebburn shop.

She added: "I employ one assistant and had a three-year plan to open another shop, but have put those plans on hold, in the current economic climate.

"The business is solid and we pick up a lot of passing trade, with the shop being on a main road," she said.

Hebburn-born Mrs Burns used to play in the shop as a girl, when the premises was a launderette, owned by a schoolfriend's mother.

Open Monday to Saturday, Leaf can be contacted on 430 0280 or by e-mail at info@flowerleaf.co.uk.