Louise Trueman is 24. But at an age when most of her schoolfriends are just graduating from university, or planning a second gap year in the hope the economy will improve, she is already on to her second career, running her own business — a quirky fashion shop called Booty, in St Aldate's, Oxford.

She started in the fashion industry at 16, working as a Saturday girl for Kookai. At 18, she left Headington Girls School and gradually worked her way up to become manager of Oasis in Basingstoke.

She said: “When I was 17, I was in a car accident and broke my spine. I had a lot of time off school and it was difficult to catch up. I stayed on, but I was really behind, so I decided to leave education at 18.”

The career change came after she had her first child four years ago.

“I thought I couldn't go back and forward to Basingstoke every day. The thing about retail is that you work so hard and you are working for other people. I decided I wanted to do it for myself.

“I could see there was a gap in Oxford — nothing but chain stores. I felt you would go into shops and the fashion was all the same. You would go out and someone else would have your dress on.

“When I was looking for inspiration for the shop, I went to Liverpool, where women dress up all the time. You want to feel a bit different. I felt quite strongly that I didn't think people in Oxford have the confidence to dress up, because no one does it.”

She found the premises with the help of her father, Michael Trueman of Trueman's Solicitors, which is a few doors away. She opened just before the credit crunch, but then had a lucky break, when half a dozen bus stops were moved to St Aldate's from Queen Street.

“Since the buses moved, we have had a lot of people coming in from the bus stop from 4pm to 6pm, when they are on their way home. We have a lot of loyal customers, who we get to really know.”

She is very aware that she has entered an unforgiving arena, with plenty of new independent shops failing each month, including accessories shop Lolapoloza, nearby in Blue Boar Street.

But she is confident she has found the right place in the market.

She believes her age is a positive advantage when it comes to fashion nous, because she is in touch with the brands that are in heavy demand, perhaps after a celebrity has been seen wearing them.

She tries to ensure that she stocks things not easily available elsewhere in Oxford — Emu boots, for example, and clothes by Lipsy.

She also has enviable energy for taking the business in new directions.

“We started holding events at Esporta, David Lloyd and in local pubs as far away as Aylesbury. They went very well, and then I thought, 'Why not get other fashion businesses to join in’?”

She persuaded stores as diverse as Watsons, Gap, Fresh, Juno, Catherine Ellis and The Ballroom to join in a fashion evening in the run-up to Christmas, which raised £880 for Oxford hospice Helen and Douglas House, with stalls and a fashion show highlighting the season's must-haves from each store.

Visitors were welcomed with a free drink and chocolates donated by Thorntons, while staff from Oxford hair salon Matthew Clulee did the models' hair and make-up.

It was such a success that she hopes it will become an annual event, offering a wide range of clothes to suit all ages. She has a constant flow of ideas for new events at spas and pubs, and even held an evening at the Dorchester Hotel in London.

She has linked up with a nail technician, Pippa Jackson from Digits Beauty, who operates upstairs at Booty on Saturdays, and a tattoist, Black Mamba, who will be taking up permanent space later in the summer.

She said: "Some people might worry customers spend money on nails instead of a top, but I think it all helps. We have a good reputation and we are doing very well, touch wood. I think it's because we have found a niche, and we offer something a bit different."

Naturally, Booty has both a Facebook page and Twitter site, but she believes her personal networking will also pay off.

She said: "As a 24-year-old, I am approaching women twice my age, arranging donations from businessmen 20 years my senior and really trying to bring life to Oxford's fashion in the way it has in other towns."

Name: Booty Established: 2008 Owner: Louise Trueman Number of staff: Six Annual turnover: Confidential Contact: 01865 726761 Web: www.bootyoxford.co.uk