Chambers, who has been with the Leicester-based company since 2010 and was previously commercial manager, officially started in the role this week. She has taken over from Stuart Kellock, who will now focus his attentions on looking at ways to develop the business.

Kellock, who bought the business from his father in 2007, said he will now become the firm's "label Jedi". He said: “Amy is becoming known as a strong formidable character across the print and label industry. She has an in-depth knowledge of devising excellent labelling solutions and a style that we describe daily as the iron fist in a velvet glove.

“She’s done a sterling job with developing and honing the Label Apeel team and I know the business is set to do even more amazing things with her wearing the captain’s hat. It leaves me with more time to focus on looking at other areas of investment and ways to expand the brand further, while also dabbling in marketing and social media.”

Prior to joining the firm Chambers worked as packaging technologist at Boots, packaging manager at RF Brookes and sales manager at Labelsco.

She said: “I’m delighted to accept the position of managing director of Label Apeel. Stuart’s are big shoes to fill, but I’m looking forward to the challenge. We want to strengthen our core values of quality and service. These are built into our product but we want to extend these into all areas of the business.

"Our strategy is growth driven but with no unrealistic targets or sense of urgency; we want growth to be strategic and sustainable. We will also be continuing with the fantastic learning culture that we have developed. We want to extend the learning to not just our colleagues but also our customers and suppliers. Our aim is to be recognised as a centre of excellence for training and learning.

“I also want to give particular time and focus to helping get more women and young professionals into the print and manufacturing industry.”

Last week the company, which has 48 staff and a turnover of more than £4m, won Label Printer of the Year at the PrintWeek Awards 2014 for the second year running.