A world-wwide sensation.

WHILE the market for men's make-up dogged by stigma, in other parts of th much more socially acceptable, much delight of a small firm in County Durh Claire Mitchell runs men's make-up Aston Mitchell from her home in Bow Barnard Castle, with her long-time fr Jones. p in the UK is he world it is h to the ham. p company wes, near riend Kate Without any predetermined intentio overseas, in just a few years the firm global sensation, selling to places as Brazil, Argentina and Japan -and eve with Barack Obama's make-up artist. on to sell has been a far flung as en working Ms Mitchell, whose website was lau just pounds 750 -half of which was paid for Link -said: "We didn't plan to have an unched for by Business ny global suppliers or customers. We decided that the business we wanted to have had to be an emerging market, and had to be web-based.

"We went all over the place when we started sourcing make-up and selling has been quite easy but when we are buying, we are at the mercy of the exchange rate and have had to deal with the issue of freight costs."

"Having a website means no-one knows how big we are and we can also do customer service via text message. We've tried to make the website a one-stop shop for guys who can't go down the pub and ask what colour make-up they should wear."

In its first month the company sold less to the UK than it did to Brazil and Argentina and now, 30% of its sales go overseas.

BUILDING TRUST WITH CUSTOMERS IF you've ever handed in your cast-off clothing to a charity shop in the Tyneside area then there's every chance that it's found its way to Eastern Europe.

Eventex, based on Newcastle's Quayside, buys second-hand clothing in bulk from charity shops and, more recently, from individual homes and sells it to retailers and distributors in Eastern Europe.

While part of its revenue is donated to charity, it is a profitable enterprise with clients in the likes of Warsaw, Krakow and Prague. In terms of becoming a first-time exporter on a shoestring, the company's managing director Stephen Gardiner believes the key to breaking into Eastern Europe is creating a trusted reputation and agreeing amicable payment terms. He said: "The biggest challenge was building rapport with the customers and getting to know what their demands were - there was a lot of travelling to places like the Ukraine involved.

IN THE BAG Stephen Gardiner of Eventex.

CAPTION(S):

EXPORT SURPRISE Claire Mitchell who founded men''s make-up company Aston Mitchell sells in countries as far-flung as Brazil, Argentina and Japan.