CATHERINE Simms and Sarah Gateley would like it to be known that their new interior design business bears no relation to the onscreen antics of Lawrence Llewellyn Bowen, Linda Barker, Carol Smillie, et al.

Ms Simms said: "It won't be done in a weekend and we won't be using MDF or velcro."

Although the women are grateful that the TV personalities have raised the public's appreciation of style and design they're finding it a bit of a millstone when it comes to explaining their own service offering.

Ms Gateley said: "The people on TV are functioning as stylists and its usually fast, cheap and cheerful.

"Our company is all about bespoke interior design which involves drawing up plans and possibly demolishing or building interior walls."

The two women met while at Glamorgan University where they studied for a BSc in interior design.

Ms Gately is from Narbeth in Pembrokeshire, Ms Simms grew up in Cwmbran and now lives in Newport.

They distinguished themselves by getting first class honours and Ms Simms came second in a national competition to design a new bar in London.

Ms Gateley spent a sandwich year building sets for TV and film companies.

They collaborated on the design of a new caf at the Washington art gallery in Penarth.

Their modernist vision for the space has been accepted and is now awaiting a grant award to enable its execution.

The firm the women have launched, in2designs, has two faces: in2style will provide a home doctor service for householders and estate agents.

In2structure will concentrate on commercial assignments for pubs, clubs, hotels, beauty salons and so on.

Both women will work from their respective homes. "As most of our work is done via computer staying in touch will not be a problem," said Ms Simms.

The women also believe that by combining their knowledge of South East and South West Wales they will be doubling the size of their potential market.

They're honing their business skills by working with Newport-based training company CODA, which has provided a mentor in the shape of Keith McGregor.

Mr McGregor is an experienced marketeer who runs a consultancy just outside Cardiff.

Miss Gateley said: "Keith has been great, he has helped us plan our launch. We've also attended workshops on marketing and finance."

The official launch takes place tomorrow at the Oriel Washington gallery.

The women elected to found a company after reviewing their options post-university. Ms Simms said: "The design industry has very little infrastructure in South Wales and those firms which are established here don't want to take a chance on graduates.

"I'm married with two children and I can hardly up-sticks and go to work in London.

"And as Sarah and I have always worked well together we decided this could be a viable option."

You can find out more about their burgeoning business on their website at www.in2designs.co.uk