When Alan Halsall bought the Silver Cross name for just £500,000 in 2002, the last thing he expected to be doing six years later was pimping P. Diddy's pram.

"Nothing would have been further from my mind," Mr Halsall says. "I thought I would have been making prams for the Royal family, but I never would have thought that we'd be making prams for P. Diddy, J-Lo or Jordan. It was not something that was on the horizon."