Getting an A-list celebrity to endorse your products, without paying an extortionate fee, was an inspired marketing ploy dreamt up by Daniel Price to promote his range of personalised baby clothing.

"My mother told me a radio station was looking for the perfect baby gift to give to Elton John and his partner David Furnish, who were being interviewed a week later," he says. Together with his business partner, he created a gift hamper, including a blanket embroidered with the slogan: Zachary - how wonderful life is now you're in the world.

"Not only did we get on-air promotion, certain magazines mentioned it and our business immediately stepped up another level," says Mr Price.

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