A TRADER has spoken for the first time about changing her shop name from Isis after becoming fed up with jokes linking it with the Islamic terror group.

Jill Campbell, who owns a fashion store in Malvern and officially launched her Ledbury boutique this week, has changed both her shops names from Isis to Juno.

She said she had grown weary of comments on social media linking her shop to the Syrian-based terror group, also known as ISIL or Islamic State, which has become infamous for posting internet videos of beheadings and its destruction of cultural heritage sites.

Nine years ago she named her business after an sexy Egyptian goddess, and the river that runs through Oxford. And at the time, no one had heard of the terrorist organisation.

She said: “A lot of people have said to me: all publicity is good publicity.

“Yes, but not if you are associated, by name only, with one of the most awful terrorist outfits the world has ever seen.”

Last week, when Ms Campbell turned on her TV and heard a top comedian cracking jokes about the “unfortunate” former name of her business, she knew that the name change had been the right decision.

She said: “I turned on to the channel Dave, and saw myself staring back at myself, as comedian Dave Gorman did a slot on unfortunately named businesses.”

This is because, until recently, Ms Gorman’s shop in Church Street, Malvern, was called Isis.

If the name had not been taken by the infamous terrorist group, Ledbury’s latest shop, the second to be opened by Ms Campbell, would also have had that name too.

“I had to change the name,” said Ms Campbell.

We previously reported on Ms Campbell’s anguish over the name, meaning that a clip of her was out there for Dave Gorman’s Modern Life is Goodish show, an innovative look at modern life.

Ms Campbell took the decision to re-brand following the Tunisian beach massacre, and when she decided to open a Ledbury shop, she realised it was “the perfect opportunity” for the re-brand.

Now her Ledbury and Malvern shops both bear the new name of Juno.

This is in keeping with the goddess theme, because Juno was a Roman goddess.

Ms Campbell said: “It is tough and expensive to re-brand.

“I’ve had to re-print the business cards and our literature. It’s a mammoth undertaking.”

But the Ledbury shop, in The Homend, which opened for business on September 19 ahead of its official launch this week, has been going great guns so far.

Ms Campbell has had nothing but the praise from fellow town residents.

She said: “I have been amazed by the response of my fellow traders.

“They have been so supportive, as have people just passing by.

“This has all been quite touching, and if it’s a sign of what the town is like, I’m delighted to be here.

“It has been fantastic.”

The opening of the new boutique has created three new jobs in Ledbury, one full-time and two part-time.

Ms Campbell said: “The new team members are working well together and understand the ethos.

“We bend over backwards for our customers, and we spoil them.”