A DIMINISHING band of specialist traders still deal in personal service and good old-fashioned courtesy.

Among their number is Kidderminster's John Beard, one of a few independent ironmongers still plying their trade despite heavyweight competition from the major DIY centres.

John, 63, owns the Bridge Street-based John Beard Tools and Ironmongery business he set up in 1977 and which is still going strong.

If there was ever any suggestion dedicated one-to-one service was going out of style in today's bulk-buying, pre-packed age, John disproved that when his business won national recognition.

In 1998, it earned the Government's Consumers First award, one of just 19 presented from 600 nominations across the UK and the only one achieved by an ironmonger.

John is Kidderminster born and bred and attended Lea Street First and Sladen Secondary schools as a boy.

He went straight into the ironmongery trade, joining the renowned town business Timmis's in Coventry Street, working his way up to buying in the tool department.

He did two years' national service, catering in the RAF, before returning to Timmis's.

John left after three years to join a wholesale company, selling electrical tools and hand tools. After seven years, he moved on to the Rawl Plug company. In both jobs he covered a sales patch that included Worcestershire, Herefordshire, Gloucestershire and Birmingham.

Twenty years in sales, allied to his earlier experiences at Timmis's and with the wholesaler, stood him in good stead when he decided to go into business for himself in 1977, assisted by Beryl and with son Melvyn joining later.

"I was in retail, wholesale and the manufacturing side, which gave me a good background," said John, of Habberley Road, Kidderminster.

"Whatever business you're in, you've got to know what you're selling and buying."

The customer who does not want to buy in bulk does not have to at Beard's, unlike some of the bigger stores. "The difference is if they come into the shop they can buy just one item if they want it. They don't have to buy 20 of this or that," said John.

John and Beryl have two other sons, Alan, who works for a carpentry company, and Andrew, who is with a steel firm.

John, who is vice-president of Kidderminster Horticultural Society and has been involved with the group for 20 years, is also interested in classic cars and attends shows when he gets the opportunity.

He is also a lifelong supporter of Kidderminster Harriers and cheers them on whenever he can.

John has no intention of retiring in the immediate future. "I enjoy doing it and I enjoy the buying and selling of it as well," he said. "Therefore, I want it to continue."