Consumer Editor Emma McKinney reveals how the former manager of US rock band The Killers has swapped showbiz for raising cash for Birmingham Children’s Hospital.

Having once run his own successful record label helping to propel US rock band The Killers to international stardom, one would be forgiven for wondering why Dominic Hardisty decided to ditch his music career for an NHS desk job.

But it was his own personal tragedy that steered Dominic down a new career path following the death of his four-week-old baby Nicholas.

It was after the tot died of a rare congenital lung disorder that Dominic decided to quit his career in rock ‘n’ roll and take on a job working as director of development at Birmingham Children’s Hospital, which helped care for his son.

Now Dominic is using his strong business acumen to help the hospital to “think outside the box” when it comes to fundraising.

It’s this innovative approach which has helped to launch an online shop for the hospital – www.redballoontrading.co.uk – thought to be the first of its kind in the UK.

Prior to the site, the hospital struggled to raise just a few hundred pounds a month selling a limited range of items from a small shop inside the hospital.

The shop, which is run independently of the hospital, allowed just one of its shelves to be dedicated to the fundraising products, leaving very little scope to generate much-needed cash.

But the online store, launched just four months ago, is already proving a success, making a five-figure profit last month.

All the profit will be ploughed directly back into the hospital, helping to buy vital equipment and contributing to major fundraising appeals including its latest bid to raise £2 million to build a ground-breaking cardiac theatre.

Items on sale include a red, heart-shaped umbrella costing £19.99; a vintage-style T-shirt for adults and children ranging from £8 to £12; a nurse Rosie rag doll, priced £9.99; and a teddy bear costing £19.99.

And Dominic has high hopes for the site, with plans afoot to branch out and sell the goods not only online but also on the high street.

He believes it could be the trailblazer of “NHS chic”, breaking away from the stereotypical “cheap tat” some organisations sell to try and raise money.