With a business degree from Oxford Brookes University under his belt, Andrew Elias was tempted to join his fellow graduates, many of whom were taking the corporate shilling and applying for management schemes in big companies.

Instead, he joined the family business - working with his mum Paula and grandmother Jane.

And now with another full-time employee, Down-to-Earth has been able to expand from two shops in Wallingford to a third in Henley - an opening which helped the company to win the South Oxfordshire New Business Competition in April.

They chose Henley for their expansion because it seemed like Wallingford, with a strong range of independent stores.

Mr Elias, 24, said: "The brands we sell are very popular in Henley and lots of people have disposable income. There's a high proportion of other shops selling high-quality goods of the type you can get in London.

"There is also a bigger tourist element than in Wallingford."

The family started by selling produce from their smallholding in Dorchester at local farmers' markets under the Nuttery label.

Mr Elias said: "My grandmother and mother still work the land. They are very much country people and they joined the first Thames Valley Farmers' Market in 1996."

Wallingford was their nearest town and the first Down-to-Earth shop was opened in St Mary's Courtyard by TV cook Sophie Grigson in 2005.

Just 12 months later both sides of the business - food and giftwares - were doing so well that they bought the shop next door.

Mr Elias was always interested in the running of the shops, and worked there throughout his degree. It was not, however, a foregone conclusion he would join the family firm.

"Most people, before they find their feet, are pushed into graduate schemes and more corporate roles - and that has always tempted me. But it became more and more part of the business, in parallel with my degree, and I did enjoy being my own boss and doing things for myself.

"Mum and I make a really good team. We have our own balance. It is nice to have three generations working together to secure our family future. My grandfather died in 2005, but we are carrying on. We do fresh flowers in Wallingford, and use the fruit and veg from Dorchester to make chutneys."

So do they have plans for more shops?

Mr Elias said: "Don't tell my mum, because the Henley shop is keeping us more than busy at the moment, but it would certainly be possible. I think we could open a couple more. There are more places around here that would be suitable."

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