These days it's not just Beverley Hills where pets are pampered - the trend has now taken hold in the Gwent valleys.

Jazzy Dogs has been launched to cater for canines who like to look their best, and demand is so strong that Helen Jarrett is considering expansion after just a year in business.

And some owners are so keen for their pooches to be presentable, they visit Helen's grooming salon as often as once a month.

Helen puts the success down to a wider variety of breeds now being commonly kept, as well as owners becoming more aware of four-legged fashions.

"There seem to be more breeds around these days that require regular grooming," she said. "Also, people are prepared to pay to make their pets look their best."

Individual service for pets and their owners is important at Jazzy Dogs.

"I want to look after each animal individually, and avoid becoming a large impersonal business, as some salons have," she said.

She launched the business, based in Brynithel near Abertillery, with the help of a UK Steel Enterprise Kickstart Grant of £2,000, without which, she says, the venture would not have got off the ground.

"It enabled me to properly equip the salon, and to offer all the services people expect."

The Kickstart Grant is funded by UK Steel Enterprise and Blaenau Gwent County Borough Council, providing financial assistance for eligible business startups.

Demand is almost double her initial expectations, and Helen is considering taking on extra help at some point.