WHEN Alison Williams became mum to baby Mia in October 2002 it was just the inspiration she required to launch an individualistic clothing line for young children.

She didn't need to look far for a name: her company, Mama Mia, was founded in April 2003, and its clothing line, Rosa mundi, was launched that autumn.

Rosa mundi aspires to supply a small range of individualistic baby and children's outfits suitable for the great outdoors.

This means they're generally warm, well-made and durable.

Although they looked very fashionable to me, Alison said the emphasis was on "timeless style".

In the brochure she claims her ideas are inspired by the mountains, lakes and streams of her Valleys environment.

She wants the collection to evolve gradually, and not be thrown out every season to make way for the next big thing.

Her best-sellers so far have been a faux suede snuggler and an Argyle poncho.

Based at the Gilchrist Thomas Business Centre in the shadow of Blaenavon Ironworks, the business sells directly to the public through the medium of a small brochure/catalogue, a website and adverts in appropriate women's magazines.

All the clothes are designed by Alison, as was the brochure, a stunning product that makes Gwent look like the world's number-one tourist destination.

Within the business Alison is supported by husband Dean and colleague Jo Hill, both Blaenavon natives.

They have helped Alison take the clothes to the public at major events such as the Olympia Baby Show, the Glasgow Baby Show and the Builth Wells Country Show.

Alison said: "We were very nervous about taking our stand to Olympia, all the big names were there and we were worried about what the public's reaction would be.

"In fact, it was overwhelming, we had incredible feedback. It was a complete ego massage all day long."

Dean added: "It was incredibly hard work, though, smiling all day for ten hours can be painful, you find your face setting in that position."

But the marketing activity paid off, with orders coming in from across the UK, the USA, western Europe and the Nordic countries. "We based the business on UK demand, so this interest from abroad has been a surprise."

The most daunting aspect of the business so far has been the capital required to establish Rosa mundi as a brand.

"We're aiming at older parents with high disposable incomes, and to appeal to that market everything has to look just right.

"You can spend a lot of money on studio and location photography, and then you have to transfer that to the brochure, website and the exhibition stand.

"Mailing out the brochures costs thousands of pounds in itself." Although Rosa mundi is being pitched as a premium brand, its prices still look very reasonable, with garments ranging from £15 to £55.

"We may have underpriced them," admitted Alison, "but I wanted to appeal to the upper end of the middle market, which is a lot bigger than the top of the market."

The sophistication of this little company clinging to the hillside in a derelict ironmaking centre appears astonishing until you explore Alison's background.

This Varteg girl joined Andrew Russell - a subsidiary of Coates Viyella - at the tender age of 18, and stayed 13 years until the factory was closed down in 1999.

"We made dressing-gowns and nightwear, and everything was done in-house, from cutting, dyeing, and manufacturing to sales and marketing. "I worked my way around all the departments and ended up as general manager. It really was a priceless education."

During the evenings this determined woman commuted down the valley to Newport to study for a City and Guilds in fashion at Nash college. After the factory closure Alison became a weekly commuter to a similar factory in Northern Ireland, called Kinnaird.

"I flew between Birmingham and Belfast, and at the time it seemed fine because it was good experience and Northern Irish people are brilliant. "But after two years the commuting became too much of a strain, so I came back here and set up as an agent for a textile company."

Then came Mia and the departure into baby and children's wear. "I knew that there was a pool of very skilled labour in this area if and when we were able to expand."

Alison is still studying, using the Entrepreneur Action plan to attend seminars on business skills, and taking help from Torfaen's economic development team and from Opportunity Wales.

One year ago husband Dean, who previously managed petrol stations for his brother, decided on a change of career and set up Cottonfield Embroidery.

He now has a business personalising T-shirts and polo shirts for companies and clubs, and producing coasters and mugs bearing customers' photographs.

He has collaborated with Alison on one of the outfits in the Rosa mundi range by adding a beautiful series of embroidered leaves in autumnal colours.

Mia has been working equally hard as the in-house brochure model. At one point during the Argus' photography session I thought we were heading for a bit of a supermodel strop, but she was pacified by the sight of her picture on the camera's mini-screen.

I don't think anyone has been brave enough to tell her that her career could be over by the time she's six. But life has always been hard in Blaenavon.