A twenty-year-old entrepreneur has seen her concierge service thrive by relieving Birmingham's time-pressed professionals from life's more onerous side.
Lucy Ormerod, who started Bromsgrove-based SPS Lifestyle, with her 22-year-old boyfriend, Paul Tisdale, set up her business one-year ago and has since pulled in contracts with an undisclosed Colmore Row professional firm and a number of professional footballers, among others.
"We are like a domestic PA," she said. "We can doing anything, from arranging flowers to being at the house when the satellite guy pops by.
"With the way things are going we are working with more and more people who would rather watch football than do their dry cleaning. We are not just telling people how to relieve stress, we are proactively doing it."
For those with more money than time, she believes SPS provides an invaluable service.
"Once people start using us they tend to come to us five or six times a week and then they start to trust us."
Christmas proved to be her busiest time.
"It was horrendous," she says.
"But that shows how well it works, we did over 40 hours of shopping. People would say to us that they weren't sure quite what they wanted but would give us a general idea and we would track it down."
With Mother's Day looming Lucy's service plans to be proactive with her more established clients, calling them and then offering to organise special treats.
It is the sort of approach that she believes makes her service a novel company benefit. Although she is unwilling to disclose her clients, she said they are typically partners within the professions or young professionals who are new to the city. Others are recently divorced and could do without their domestic burdens creeping into their professional lives.
"As an employee benefit, it works wonders," she said.
She set up her business - which charges a £38 monthly retainer and then £15 per hour - after seeing a similar model in the capital.
"The concierge industry is huge in London," she said. "After researching it I brought the model to the West Midlands to see if it can work here."
Lucy, whose father is an accountant who was happy to pass on some financial pointers, admits that she has displayed an unusually astute entrepreneurial streak.
She also did Young Enterprise at college. "It puts you in a very business-minded arena," she said.
"And I do a lot of networking, which gave me a lot of good advice. I met a lot of good people and made some good alliances. Word gets around quickly."
These remain exciting times for Lucy.
She is currently talking to a property developer about a deal in which they will give away her service for a year to new housebuyers.
With such innovations afoot, she is in no doubt that business will continue to steadily grow.
So it is perhaps no surprise, that Lucy maintains she has few qualms about giving up the boozy delights of a university education.
"I did want to go to university, but with the amount of debt you have to take on coupled with the lack of a guaranteed job I didn't think it was worth it," she said.
"I saw this as an opportunity and it's paid off."