Oakham businesswoman Jenny Penfold has turned her own eco passion into a new shop selling ethical products alongside locally-made fashion and crafts.

Mum-of-four Jenny, who already owns Number Three Eco Salon on Westgate, is now opening The Eco Emporium in the retail space above.

She says the decision to expand was driven by her own interest and by her existing clients, as well as the global climate emergency.

"I've always been very eco anyway and with the way the world is these days it's good to do what you can for the environment," explains Jenny.

"I think people are getting increasingly keen on knowing how the products they buy are sourced and they're fed up of the use of so much plastic. Because it's something I do for myself, and my family, I know how hard it can be to get hold of the things you want.

"A lot of people want to take the ethical option and often the only thing that stops them is convenience, so I thought if I could offer that on the high street, in one place, then hopefully that will make it much easier."

Jenny, who's from Oakham, has run her hair salon for the past seven years, including six using ethically sourced, cruelty-free natural products.

"When we did that we had such a positive response from clients, I started thinking about opening the shop. I've been researching it all for a while, saving links online and getting in touch with different suppliers, so when the space above the salon became available I decided the time was right to do it."

The Eco Emporium, opening next month, will be stocking ranges including True Earth zero waste laundry products, Nirvana Naturals deodorants, lip balms, shampoos and conditioners and Iron and Velvet plastic-free cleaning products.

Jenny and business partner Caroline Astley have also set up a space for local creatives to sell their fashion and crafts such as jewellery, clothing, ceramics, art and quilts.

"The idea is that if you can buy those things locally-made, rather than when they've been shipped around the world, then it really decreases your carbon footprint."

With four young children, aged six months to eight, 34-year-old Jenny admits it's been a busy time, running one business and opening another.

"But honestly, the shop doesn't feel like a chore because I spend ages looking up all these things for us to use anyway, so now I can put all that research to even better use."