A HEREFORD-based fashion entrepreneur has been named Products and Genius winner at an award ceremony in Birmingham.

Amy Twigger Holroyd, from Lugwardine, scooped the prize, along with the Luxury Products Award, at the BDI (Birmingham Design Initiative) award ceremony held in the city's IMAX theatre.

The designer of the future won the awards for her Cladys Cardigan - designed to transcend trends and ageing gracefully, as well as trying to reverse the effects of throwaway fashion.

Judges said the product was a new kind of luxury, with a different approach to current fashion industry conventions.

"I feel delighted to have won this award," said 28-year-old Amy, who owns sustainable knitwear company Keep and Share Ltd.

"It's provided me with a fantastic marketing opportunity, allowing me to introduce my knitwear garments to a larger audience that will help keep me in a competitive position in the market place."

Amy was presented with a specially commissioned trophy designed by Midlands sculptor, Tim Tolkien.

Hosted by Blackadder star Tony Robinson, the ceremony honoured the stars of the West Midlands' creative, property and manufacturing industries.

Winning entries will be on display during the Birmingham Interior Show, held at Birmingham NEC from January 20-23.

Alexa Torlo from sponsors NetInfinity (left), Amy Twigger Holroyd, Bill Houle, honorary treasurer of the Birmingham Design Initiative (BDI), and Mike Barton, AWM's cluster manager.