Nursery World - Nursery shortlisted for business prize

A Wimbledon nursery owner is in with a chance of scooping 20,000 after making it through to the semi-finals of a competition that honours the UK's best new businesses. Jocelyn Ashton, who set up Building Blocks Childcare in September 2001, is one of 20 finalists in the HSBC Start-Up Stars Awards, which invites applications from innovative UK businesses under two years old.

Jocelyn Ashton, who set up Building Blocks Childcare in September 2001, is one of 20 finalists in the HSBC Start-Up Stars Awards, which invites applications from innovative UK businesses under two years old.

Ms Ashton said, 'I am honoured, flattered and most proud of my team. It's a real team effort.'

The former primary school teacher and sales director formed the nursery to address the 'overwhelming' demand for childcare services in the area and says that its popularity - 118 children are on the waiting list - is due to it being created with a parent's perspective in mind.

'A lot of nursery nurses become managers and open a nursery from a child's perspective. I've looked at it from a parent's perspective and seen what's important to them. At 4pm I serve the children a proper dinner because the last thing a parent wants to do is cook when they get in. They can then spend quality time together.'

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