Joe O\'Grady of London company Stone Age has set up a separate company in Bristol called Cirencester Stone to distribute three stones from India to compete with Cotswold stone. The ranges go under the names of Manor House, Field Stone and Barn Stone and are available in a variety of finishes and sizes to achieve both contemporary and traditional looks. "We have come up with quite a lengthy process so it\'s distressed, but not over distressed, so it doesn\'t look contrived," says Joe. It is hard wearing and has low porosity, making it suitable for exterior paving as well as interiors.

Cirencester Stone was established in Bristol as a separate entity to Stone Age because this is a business-to-business operation and some businesses would have considered Stone Age a competitor. Joe also wanted a company with low overheads for the distribution of these tiles. Stone Age are stocking the tiles and are retailing them for £65/m2, but they are available in pallet-loads to tilers, retailers and developers from Cirencester Stone at around £35/m2.

Cirencester Stone have been promoting the new range under the slogan of \'You won\'t believe it\'s not Cotswold\', blatantly borrowing from the \'you won\'t believe it\'s not butter\' advertisement. "I\'m just being facetious," says Joe.