IT might be argued that Little Red has become as well recognised in Hexham as Banksy’s Balloon Girl.

The captivating image of a child clad in black wellies and a red hooded coat stole people’s hearts and has become something of a trademark for Kelly Morgan, who established the town’s Artful gallery 10 years ago this week.

Kelly, an accomplished glass artist, has painted Little Hood on all kinds of gifts, from tea light holders to mugs, coasters and sun catchers.

“I think she’s popular because a lot of people connect with her. Perhaps she reminds them of their own childhood or their childrens’. People often say, ‘She reminds me of so-‘n’-so’.”

Inspired by her niece, Ella Womack, when she was just a little girl kicking up the autumn leaves, Little Hood is no doubt partly responsible for the longevity of Kelly’s well-loved business.

“The only catch is that Ella is almost 15 now and starting to talk about commission!”, Kelly laughs.

Lucky then, that Kelly has a new muse in the form of her little boy, Dexter, who’s four and a half and is soon to make his own mark on some of mum’s Christmas creations.

Kelly finds it difficult to believe that her gallery is celebrating its first decade. “It felt like a huge jump when I opened the first shop in St Mary’s Chare. We had a great first Christmas in 2007 and then the recession hit.”

However Artful’s approach has always been to make art affordable – something that has enabled Kelly and her colleagues to weather the ensuing economic storms.

“I think we’ve survived because Artful is different – we stock things you can’t find anywhere else and so many unusual types of art under one roof. Also our philosophy has always been to keep it affordable.”

Part of Kelly’s aim too has been to take the snobbery out of art. “My mum is a dinner lady and my dad is an electrician and my mum said she wouldn’t normally go into a gallery, it’s only because I work here that she does.

“Shops like this have a reputation for being intimidating and a bit out of reach but we work hard to make ours welcoming and affordable.”

From early on, Kelly invited other artists in to exhibit and sell alongside her, which gives the shop its eclectic mix.

That wasn’t the first reason she did it though. “I did it because I know how difficult it was for me when I had to approach places. Some people just said no without even looking at your work. Yet there’s so much talent up here - so many people who are doing such fabulous things.

“But generally artists aren’t very good business people - it’s not their main focus. We like to get our work out to get seen but most people make art for the pleasure of making it and it’s daunting approaching traditional galleries.

“I like to think we are quite welcoming - some of our artists do it as a hobby, some people do it professionally.”

Since moving to new and bigger premises on Battle Hill three years ago, Kelly has opened up the top floor as gallery space, keeping the downstairs for more of the craft-based products. Jewellery jostles with photography, paintings and Kelly’s own glass art, creating an Aladdin’s Cave of creativity.

Despite commuting from her home in Newcastle, she has no regrets about choosing Hexham for her shop. She has loved the town since visiting her best friend from high school, Maria Pelton, here during their days at Sacred Heart in Fenham.

Kelly, born and brought up in Newcastle, studied art at A level before going to Manchester Metropolitan University to do a Visual Arts degree.

“I was very homesick though, I’m definitely a North East girl at heart.”

So after completing her studies, the native returned and began selling her work at the thriving arts and craft market on Jesmond’s Armstrong Bridge.

Her glass painting had started after her parents bought her a kit during her last year at Manchester. “I did it as a hobby but it stuck with me and I really connected with the medium. I love the colours you get out of it.”

Her work became so popular – in farm shops and places like Cornucopia on Hexham’s Hallstile Bank - she realised she could set up on her own.

“My dream was always to have a little shop where I could make my work, chat to customers – and be dry and warm!”, she laughs.

Her customers have certainly warmed to Artful over the years. “We have such a loyal customer base - we have someone who travels from Morpeth who buys all her greetings cards in bulk and others come to choose presents – they’re amazing. We couldn’t ask for a better bunch.”

To say thankyou, Kelly and her crew – that’s manager, Sarah Framrose, (Little Hood’s mum) and Jude Knox, sales assistant – are having a party for customers and exhibitors next Saturday (28th) with free prize draws, discounts, chocolates & fizz.

And looking to the next decade, Kelly hopes to introduce more workshops - there is already a very popular card-making class on a Tuesday - including glass painting. Watch this space.