AN OXFORD gift shop has been chosen as one of Britain’s best independent firms for a national campaign.

High Street-based Podarok will be promoted during the next three months, as part of this year’s Small Biz [ok] 100 initiative.

The shop, which has a sister outlet in Cambridge, stocks more than 10,000 products instore and online.

Owner Andrey Pronin said: “This is a real privilege for us.

“If you look at some of the other companies which have been named, they are doing incredible things.”

The campaign, in its fourth year, showcases 100 independent businesses.

They are highlighted one a day for 100 days leading up to Small Business Saturday on December 3 - the busiest shopping day of the year.

Shoppers around the UK are encouraged to support local independent shops by choosing to spend there, rather than in rival chain stores.

And the team behind Small Business Saturday says their aim is to encourage shoppers to choose independents all year around, not just on the first Saturday in December.

More than £620m was spent with small businesses across the UK on Small Business Saturday last year, almost a quarter higher than the previous year.

A grass-roots, not-for-profit campaign, it is backed by government and local councils and supported heavily by social media and digital marketing.

Firms who are showcased also have the opportunity to go to a reception in Downing Street, hosted by the Chancellor of the Exchequer.

Podarok’s biggest sellers are handbags and manbags, with lampshades, jewellery and homeware also popular.

Mr Pronin, who started the business after completing a degree in political sciences at Cambridge, employs seven staff – three at each shop plus one to handle administration.

With buyer and operations manager Amy Hawes, he plans to open more shops and the pair have ambitions to build it into a national brand.

Their sights are set on London, where they will experiment with a pop-up, and they also plan to run a stall at this year’s Oxford Christmas market.

According to Ms Hawes the quirky gift shop’s main customer demographic used to be predominantly middle-aged, middle-class women but this is changing.

It is now attracting more “30-something go-getters who like ethically sourced and want to support independents”.

She added: “People are conscientiously buying, in that they think about who they buy from and what they buy and we have a noticed more want to support British businesses.

“Ours is a niche market but we have a base of loyal customers.”

Average spend per customer is £25, rising to £45 in the run-up to Christmas and shoppers in both university cities tend to be locals, students, academics and tourists.

Ms Hawes believes one of the major reasons for the firm’s success is customer service and the relaxed, friendly atmosphere in the shops.

She explained: “We are trying to make the retail experience as good as we can.

“We believe some of the big chain retailers have lost their way, by which I mean when shoppers get jumped on as soon as they walk in with the dreaded ‘Can I help you?’.

“People don’t like that in Britain.

“If they want help, they ask for it.

She added: “Another no-no is when the music is so loud, you can’t hear yourself speak.

“As an independent, we have gone back to basics.”

Ms Hawes, who has 15 years’ experience in retail including at national retailers Matalan and Hawkins Bazaar, said staff recruitment and training is key.

The lengthy interview process includes potential staff being invited out for coffee.

She explained: “We really focus on encouraging our staff to be individuals and to have a laugh and a joke with customers.

“One new employee who came from a well-known supermarket chain started work with us wearing black trousers and a white shirt but within six months of being here, she was in colourful 1950s swing dresses.”

Being part of the Small Biz 100 campaign is a real boost to business, she says, as it catapults the Podarok name in front of a much wider audience through social media and press publicity.

She pointed out: “We can’t afford to stand still - as an independent we have to be promoting ourselves all the time.“

For more information, see smallbusinessaturdayuk.com