'Never a better time to set up' Echo2 true story.

CATHY OWEN speaks to five female entrepreneurs who are bucking the trend and have turned their business dreams into reality.

WOMEN in Wales are half as likely as men to run their own business.

But for those women who do set up their own companies, statistics show that they are less likely to fail.

While latest figures reveal a drop in the number of Welsh women running new businesses, the case for dropping out of the rat race and becoming your own boss has never been stronger.

According to Bev Pold, business development manager of women's economic development agency Chwarae Teg, the economic downturn is an opportunity for women to rethink their aspirations and consider the many advantages of self-employment.

"With many organisations and businesses facing an uncertain future, and the Government considering shelving plans to extend the right to flexible working, there has never been a better time for women to set up their own businesses," she said.

"Where there are limited employment opportunities, self-employment allows you to take control and gives you independence and flexibility.

You can also work from home and juggle your time around your caring responsibilities.

"It's also a great way to pursue your own aspirations and develop your interests and the personal strengths that you want to capitalise on.

"If setting up on your own seems like a big step then you can get a group of like-minded women together and set up a social enterprise or co-operative which provides a great support network."

'Being my own boss is brilliant'

VERONICA Granelli opened her beauty salon 20 months ago and hasn't looked back.

After a series of mundane and unrewarding jobs left her feeling unfulfilled, she decided to train as a beauty therapist and turn her passion into a thriving business.

Based at the Esporta gym, on Ocean Way, Cardiff, she offers treatments ranging from manicures and waxing to hot stone massage and reflexology.

Veronica says it's the best decision she ever made.

"When you're working for other people for pounds 5.50 an hour, it gets to the point where you think there has to be something better," said the 35-year-old, who lives in Penarth.

"Being my own boss is brilliant.

I love meeting different people every day and it's so rewarding when people leave feeling relaxed and uplifted after a holistic treatment.

"The best thing is being able to juggle my own diary. I work from 6:30am to 10pm and on weekends by appointment, which really suits busy working clients and it means I have flexibility in my life outside the business too.

"The financial rewards are also good. The downside is the uncertainty, as there can be quiet periods. But my client base has grown steadily and I offer deals on pamper packages for peak times like Christmas party season which are always really popular.

"Opening my own salon is the best thing I've ever done and I really look for ward to going into work every day, knowing I only answer to myself and I can take the business where I want."

'We make a great team'

CHEF Elaine Meredith had been looking for the right opportunity to go into business with friend and namesake Helen for awhile.

So when her uncle's fish and chip shop, in A berbargoed, came up for sale, the pair jumped at the chance to take it on. Elaine, 46, and Helen, 33, plan to expand Bacca's, on Commercial Street, into the adjoining premises and open a coffee shop.

"After six years as a chef I knew I wanted to work with food, and Helen has the most organised, efficient brain so I knew we'd make a great team," said mum-of-two Elaine.

"We approached Venture Wales who were really helpful and helped us draw up a business plan, secure the loans we needed and put us in touch with an accountant. It was a big step for us so it was good to have the support and advice we needed from professionals who understood what we are trying to achieve.

"Wehave big ideas for the business and are venturing into property development by converting the empty flats above the shop.

There is so much potential here and we are determined to make this a success.

"Going into business together seemed natural.

"We are great friends and really bounce off each other but it also meant we needed half the outlay!

Helen is anew mum so our partnership means we can work around each other and accommodate each other's family commitments."

Nothing rubbish about this business

TWO local businesswomen doing really well in the current climate are Sheryl Capaldi and Catherine Eley.

The pair set up a shredding company less than two years ago and have already doubled their turnover and are in line for a national business award.

South Wales Shredding Ltd, based at Taffs Well, began trading in March 2007 as the first Welsh mobile data destruction company.

It handles highly sensitive and confidential waste by shredding it on client premises in a custom-built truck.

Catherine was 26 when they started the business, with children aged six and 18 months. She knew nothing about the industry as Sheryl was the expert.

The pair are now processing an average 45 tonnes of material a month for South Wales companies with clients including local authorities, the RAF, accountants, doctors, law firms and estate agents.

And they were one of four Women in Business finalists in the national Startups Award.

The short listing judges were impressed by South Wales Shredding's concept and potential, placing the business among a handful of finalists plucked from hundreds of entries.

Sheryl Capaldi said: "It's great that all our dedication and hard work has been recognised.

"Being women has helped us in this business for a couple of reasons.

Firstly, I think customer care comes higher on a woman's list of priorities than that of a man, and our customers appreciate the care we show in providing a first rate service.

"Secondly we have found business people of both sexes to be extremely kind in helping us to make our business the best we can be, and are happy to offer advice and help.

I wonder if these same people would still offer the same assistance to men in our position."

CAPTION(S):

HANDS-ON: Veronica Granelli with asatisfied customer at her beauty salon PICTURE: Andrew James; RECIPE FOR SUCCESS: Elaine and Helen at Bacca's