Planet Organic After an initial stint in the wine trade as a writer and then a rep, Elliott was inspired by an organic supermarket in the US and conceived the idea of Planet Organic. She got a feel for shopkeeping as assistant store manager at London health food store Wild Oats. She opened Planet four years ago with business partner Jonathan Dwek, a set up that ended in "corporate divorce" last year. She secured new backing, her husband came on board, and she is now aiming for a chain of 40 stores. {{COVER FEATURE }}