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

High Street-based Podarok will be promoted for the next four months as part of this year’s Small Biz 100 campaign.

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

"If you look at some of the other companies that have been named, they are doing incredible things."

Podarok, which has a sister outlet in Cambridge, stocks more than 10,000 products in its stores and online.

Handbags and 'manbags' are its biggest sellers, while other popular items include lampshades, jewellery and homeware.

Mr Pronin, who started the business after studying political sciences at Cambridge, employs seven staff – three at each shop plus one who handles administration.

There are plans to open more shops, including in London.

Buyer and operations manager Amy Hawes said: "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, for example, 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."

The Small Biz 100 campaign, in its fourth year, leads up to Small Business Saturday on December 4 – one of the busiest shopping days of the year.

Shoppers are encouraged to support their local independent shops.

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.

The campaign, backed by government and local councils, is supported by social media and digital marketing.

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

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

She explained: "We really focus on encouraging our staff to be individuals, to have a laugh and a joke.

"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 1950s swing dresses."