TREES are something most of us observe and appreciate in a vague, abstract kind of way, but for enterprising Co Antrim woman Catherine Cunningham they are the "magical and sacred" heart of her expanding organic gift business.
Mother-of-four and unabashed lover of all trees - rowan, orange, cherry, olive or spruce - Catherine is one of a small number of Northern Ireland business owners pitching to win Voom 2016, the 'Dragons' Den'-style competition run by media mogul Richard Branson.
Founder of 'The Present Tree', an online gift company supplying symbolic saplings to individuals, companies and corporations throughout Europe, she is hoping to remain in the top 80 - she was sitting in the mid-forties in the leader board earlier this week - to make it through to the next round.
With public voting closing on May 23 and a 'pitchathon' to decide the 40 finalists set for June 1 & 2, there is still everything to play for - although the Ballymena businesswoman says the competition is becoming increasingly fierce.
"When we entered this competition I just thought it would be exciting and a nice thing to do, but now I am determined to go as far as I can," she said.
"We have a fantastic product and great business model, so there’s no reason why we can’t become 'Interflora for trees'. People have been 'saying it with flowers' for years, but more people are appreciating having their own tree with special message, which will last much longer."
Catherine, a committed conservationist and former mosaic artist, launched 'The Present Tree' in 2013 after the proverbial 'light bulb' moment while walking her dog in woodland attached to the family home.
She now employs a head gardener, business manager and assistant and has seen 350 per cent turnover growth over the past 12 months.
"I thought it would be great to offer tree gifts linking in with celtic mythology, so I did some research on the symbolism of different trees," she added. "Each tree has a story - an apple tree symbolises health and happiness, for instance, while a rowan stands for wisdom and protection.
"The symbolism is a crucial part of the gift, particularly with the hugely popular camellia which is delivered with a note detailing it represents love and devotion.
"Customers love adding their own personal messages to their choice and, for me, that is the most rewarding part of the job - it is very moving to be involved in that exchange. There is a lot of love out there, so the feel-good factor is always high."
The competition, the UK and Ireland's biggest pitch contest with over £1 million in prizes, is open until May 10 - potential entrants can check out the details at vmbvoom.com
