Pages Friday, 7 September 2012 Home Front : How We Fell In Love With Buying British For many years, the phrase 'Made in Britain' didn't mean much to your average consumer. Goods from other countries seemed more exotic, more desirable somehow. But today the pendulum has swung and British brands are enjoying a surge in popularity. Maybe it's the 'post-Olympic glow'. Maybe it's part of a general cultural shift towards being more informed about the food we eat and the products we buy. Whatever the reason, in 2012 we have once again fallen in love with buying British. For many companies, manufacturing in Britain means you can keep a closer eye on the production process. 'We're proud to be a British brand,' says Nicola Elliott, founder and director of NEOM Organics , makers of luxury bath, body and home fragrance products. 'Not only does it make our product development and production that bit simpler -- we can jump on a train to our labs to trial and personally check the quality of each and every product, ensuring the very best for our customers -- it also means the quality is second to none.' Of course we're not suggesting that all UK-made products are superior in quality to those made elsewhere in the world. There are countless examples of outstanding design and top quality manufacture from all over the globe. But today if a brand has a genuine UK manufacturing heritage, it bespeaks a certain standard and adds prestige. 'We're always