THE shortlist for the prestigious National MumandWorking 2011 Awards has just been announced — and includes Tavistock businesswoman Jo Dixon of Pogo the Pop-up Children's Shoe Shop.

The awards recognise the companies and individuals that make flexible working possible. 

The aim is to show that family-friendly employment not only supports family life but gives real benefits to the companies involved.

There are seven awards categories to recognise working parents, flexible employers and parents in business.

More than 300 nominations in total were made this year.  Pogo from Tavistock has been shortlisted in the Start Up Business of the Year category.

Pogo pops up the shoe shop at toddler groups, schools, Tavistock Pannier Market and other events to showcase and arrange appointments. 

Jo Dixon from Pogo, said: 'I really came to loathe shoe shopping with my two young children, especially at back to school time. 

'So with the support of my family and friends I decided to offer a quality service to parents in a range of venues and at times to suit their families. 

'The products I have selected include some of the well known high street names and am now a professional shoe fitter after completing my five months training with the Society of Shoe Fitters.'

Award finalists will be announced in September.

All finalists will be invited to the awards ceremony in Brighton on October 10 for a special champagne awards ceremony.

The winners will walk away with a selection of prizes worth more than £3,000 in total.