TWO entrepreneurs who set up a business based in the remote Herefordshire countryside are hoping their brand will be a shining light in the fashion world.

Serena North and her friend Gus Slater launched BEAM Shoes just before Christmas from their base in Tedstone Delamere, near Bromyard.

The online-only business specialises in adult shoes with switch-on LED lights and can already count Anne-Marie from English drum and bass band Rudimental among their happy customers.

"We are just hoping it makes a trend," said Serena, who is 23 and has lived in Tedstone Delamere since she was three.

"We called it BEAM as we thought it had quite positive connotations.

"It's going well. There is quite a lot of support around for entrepreneurs and start-ups."

Each shoe comes with seven LED colours (red, blue, green, purple, turquoise, yellow and white), or the wearer can select all of them in a continuous loop.

The pair are also working closely with charities Love Specs and the Love Support Unite Foundation which support voluntary projects in Malawi, east Africa.

Their website can be found here