ART for the artistically challenged is how Helena Iannetta describes her pottery painting shop.

The new business which opened in Griffin Street, Newport, last Friday, is based on decorating pots with your own unique designs and then glazing and firing them.

All the materials used are non-toxic and the finished pots are said to be tough enough to withstand the dreaded dishwasher.

Ms Iannetta sees her business attracting mums and toddlers, and anyone seeking to create a unique birthday, wedding or Christmas gift for their family or friends.

Last Friday the shop, which is called That Pottery Place, was a picture of concentration as people of all ages got busy with the type of brushes they may not have picked up since school days.

Helping them along with some professional tips was Gemma Jones, from Cwmbran, a third-year fine art student at the University of Wales, Caerleon.

Gemma, alongside interior design graduate Lucy Roberts, is on hand to help people transfer ideas from their heads to their pots. The two women will also help Ms Iannetta with outreach classes around the city.

Costs are modest. All painters pay a £3 studio fee to cover their paint, glaze and firing. After that the price depends on which pots you choose to decorate. An eggcup costs about £4, a very large serving bowl about £35.

In between there are all sorts of items, from tiles to wall plates to piggy banks, dolls, racing cars, and so on.

Ms Iannetta said: "There aren't many places to meet up in Newport, and here you can do something creative with your friends or family.

"And in today's world of chain shops selling identical things, this is a way of making something you just can't buy."

The idea came from a friend Ms Iannetta met in mother and baby classes. "She had a similar business in Worcester and I liked the idea straightaway. I did a pottery course after I finished university, and design is something I've always been interested in."

Ms Iannetta grew up in Oakdale and went to school with the lads who formed the Manic Street Preachers.

She studied French and Italian at Leeds University and has travelled extensively on behalf of French cleaning products company Spontex.

"When my son, Enzo, arrived I couldn't do the travelling, so I started looking for a suitable business I could run locally."

She has been supported by German husband Stefan, an architect who works in Monmouth.

He painted the Griffin Street shop for her and has made a very good job of it. There's a kitchen at the back which is used to serve refreshments.

Ms Iannetta has been supported by courses and advice from Newport and Gwent Enterprise and by Newport council with a start-up grant.