This inventive couple still have their feet firmly on the ground (From Worcester News)

This inventive couple still have their feet firmly on the ground

9:36am Friday 4th April 2008 in Features By Lauren Rogers, @laurenrogersWN #WENews

THEIR environmentally-friendly invention might be flying off the shelves of major supermarkets but Worcester couple Justin and Michele Chieffo have their feet firmly on the ground.

While life for the husband and wife team who created the Be-Eco plastic carrier bag dispenser has changed almost beyond recognition over the past 12 months, they still find time for family and make sure their two young sons get the attention they deserve. Talking to your Worcester News about striking that work-life balance, Justin and Michele, of Drake Avenue, Dines Green, said they have always done things differently - especially when it came to getting married.

"We got married on December 27, 1996," said Justin, aged 37.

"We were working in Brunei and came back a few weeks before Christmas. We just decided to go for it. It was definitely spur of the moment; we didn't have a thing. We had to borrow it all - from the suits and the dress to the rings.

"I guess we've always done things a bit unconventially."

The popularity of the Be-Eco bag - a material bag with open ends, designed to be used at home and then taken to the shops - rose after Justin starred in ITV reality show Tycoon, hosted by billionaire Peter Jones, famed for being in the BBC Dragon's Den show. Justin and Michele, who met at Hereford Technical College, always had a keen business sense and determination to succeed.

It was their ambition that led them to meet Jones at a business start up show where they were trying to market their invention.

"All the way there Michele was saying, We're going to meet Peter and show him the bag'," said Justin.

"We didn't really know what we were doing. We realised we were way out of our depth."

After standing in line, the couple eventually met with Jones, completely unaware that he was planning to make a television show about entrepreneurs.

"I got the bag out and gave him this spiel I'd prepared," said Justin.

"Suddenly he said, That's really good and I'd like to work with you'. He ended up putting us through to the audition for the show."

While happy to admit taking part in the show - which meant Justin lived in London for three months - was at times "awful" and they came close to backing out, both describe Jones as a mentor. "Living in London was hard," said Justin.

"We've never really been apart. I was described by the press as a bit of a wuss, always ringing Michele to ask her before making major decisions, but this was our invention and we work together in everything.

"Peter came up to me on the night of the final and said whether we won or lost, he wanted to work with Michele and I. That relaxed me."

Justin did not win but Be-Eco was picked up by Tesco, swiftly followed by Lakeland Ltd and Sainsbury's.

It is now made in an FairTrade factory in India and bought by people all over the UK.

Life has certainly changed. Justin and Michele, however, continue to work from home and make sure that Luc, now aged five, and Brandon, aged three, are brought up in a tight-knit family.

"When the boys come home from school we switch off our computers," said Michele.

"It's their time. At 5.30pm, Justin will shut the office doors. We go for walks or it's bath time.

"When they have gone to bed, we start again. We're actually quite productive at that time of night.

FINEFAYRE.CO.UKFineFayre.co.uk is the website that Michele and Justin run from their Worcester home.

Their aim is to support small, British companies with ethical minds.

As well as the Be-Eco bag, they sell hand-made gifts, natural clothing, quality food and drink, greetings cards and work with over 40 independent companies.

* To find out more go to www.finefayre.co.uk

HOW TO SUCCEEDJustin and Michele's business tips; * You needs guts and perseverance * You must believe in yourself and your idea * With so many potential investors out there, you can find someone who truly believes in your product * You may have bad ideas that do not work out. Do not give up.

* It does not hurt to have a go; ask for advice you never know where it may lead you.