Determination to beat the odds and set up her own business based on her talent for design has led to an award nomination for a 23-year-old Pembrokeshire woman.

Elspeth Morris launched her children’s home furnishings and accessories company, incy, less than a year ago.

She already supplies 12 boutiques and employs five outworkers to cope with the demand from shops and mail order customers for her hand-crafted designs.

But her journey to success has not been an easy one, which is why she has been chosen as one of only 100 entrepeneurs lining up to win a share of the £50,000 prize package in the 2010 Barclays Trading Places Awards.

The awards recognise people who have triumphed over adversity to succeed in business, and Elspeth, of Saundersfoot, has had her share of difficulties.

After graduating from West Wales School of the Arts with a first class honours degree in textiles, she worked as a children’s fashion designer in Vietnam and Indonesia.

“But I was mugged at knifepoint in Bali, and I was so shaken that I no longer felt safe living abroad,” she said.

Former Greenhill School pupil Elspeth also battles daily against poor health, as she suffers from bronchiectasis, a chronic lung disease that causes constant chest infections.

She decided to set up her own business in Pembrokeshire, despite the blow of her mother, Ann, becoming terminally ill with brain cancer.

Ann, herself a talented needlewoman, sadly died in June, but not before she had proudly been the very first customer for the newly-established incy.

“My mum will always be the inspiration behind incy,” said Elspeth.

“She gave me the skills and passion to make incy a success, and I want to make her proud.”

As well as incy’s “little people” range for nurseries and children’s rooms — such as height charts, aprons and wash bags — Elspeth also creates designs for “big people”.

These include free-machined local scenes and animals on tea and coffee cosies and cushions featuring free-machined local scenes and animals.

“These are proving hugely popular as gifts, and local businesses have also been taken with the idea,” said Elspeth.

She now produces branded designs for Melin Tregwynt and the Pembrokeshire Tea Company.