designer San San Liu adopted a North-East term of endearment as the title of her new venture.
The 28-year-old, who went to school in Newcastle, opened a furniture and homeware shop in Durham City after getting help from The Prince's Trust.
She called the establishment Hini - an adaptation of "hinny".
"I am well aware 'hinny' is a Geordie term of endearment," she said.
"I was often called 'hinny' by our neighbours when the family lived in Newcastle.
"I adopted the name because the letters also stand for the nature of the business - Home Interior Necessities and Innovations."
The trust provided San with a loan of £2,000 and a £250 grant for her enterprise at New Elvet, where she is stocking unusual items for the home that are not normally available outside London.
The Leeds University graduate also roped boyfriend John Thompson into creating hand-made furniture to sell at Hini.
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