The fact that the genial, softly-spoken proprietor of the Plain Leather shop in Oxford's Covered Market has worked in the city for 35 years does not disguise his enthusiasm for his business and his approach to it.

That is no doubt because it has developed as a result of coming to terms with the most difficult of circumstances.

Born in Brooklyn, New York, Albert Ford, 63, reached England in the early 1970s, having finally shrugged off a heroin habit that had stayed with him through high school and a stint in the Vietnam War.

He set up as a leather artist-cum-craftsman on a stall in Gloucester Green market and built his business up, opening more shops and growing a wholesale leather goods business that kept him on the road a lot of the time.

With the breakdown of his second marriage, Mr Ford went into psychotherapy and, while attending support groups and workshops for parents, he spotted he was the only father.

This galvanised him into setting up his own groups in Oxford and at Bullingdon Prison, dealing with drug and alcohol problems, as well as parenting issues, and he received recognition and awards for that work.

Meanwhile, his business suffered, as it wasn't receiving enough attention, and he eventually slimmed it down to one shop.

Now he is celebrating his 35th year of continuous business in Oxford and his work-life balance is settled.

"I still work as hard as ever - it's just that now I make sure there's time for the family, particularly as I have become a father again," he said.

The business now feels less pressured but works a lot better.

"My current approach is good for me, good for the staff, and so good for the business.

"Like learning new parenting skills, managing staff in a more collaborative way becomes easier with practise. But it's also more lucrative. Not straight away, it takes time for it to filter through, but after three to six months I could see it working.: He added: "I do my best to empower my staff, to give them permission to resolve customer issues without having to refer to a manager or supervisor. And by treating the staff with respect, consulting with them, training and rewarding them, they work exceedingly well and I have no staff turnover problems."

All his staff, including his wife Hiroko, have been with the shop for more than four years, and he gives them credit for the store's good fortune.

"I am proud of them, they are never late, for example. I have always enjoyed dealing with people and I've found that, in so many areas in life, it's communication that's the key.

"I know from my work on the parenting groups that empathy and communication are the main skills and I use them in managing the staff, too."

A website has added a new dimension to the business. Mr Ford said: "My wife is everything I am not - she understands the Internet and was responsible for putting the site together, with the help of a web company.

"After three months of having the site up we wanted to change everything about it, but the designer laughed and just said not to worry, everyone does that. It's not until you have one that you understand what it can do for you and for your customers, and of course, that makes you want to do it differently."

The website offers service options to existing customers without them having to come into town and, of course, opens the shop up to new customers too.

"I thought it would be very cold but it is social, just in a different way - it's like having another shop, but it's in the air!" he said.

"We run raffles via our e-mail newsletter and the entries ask for feedback. I'm very touched by some of the very kind feedback we get, it vindicates my feeling that our approach to our customers is right."

And there's still time to be creative - the Plain Leather Collection, made in Argentina to Mr Ford's designs, is one of the only ranges, as far as he knows, with briefcases, purses and wallets with green leather worked in alongside the traditional black, brown and tan.

So how does it feel to still be here after his 35-year roller-coaster ride?

"We're very grateful. Far better people have gone under," said Mr Ford. "Our differentiators are excellent service and quality products. We're not selling leather goods, we're selling confidence in a product and satisfaction when it delivers."