What started as a conversation about the poor level of customer service on a family flight lead within 18 months to the launch of a vip charter airline. Nim Baines of Birmingham, UK-based Cello Aviation (pictured with partner Jo during an onboard review of the Cello Aviation ABJ) oversaw the business planning including the purchase of the BAe 146 that is now the focus of Cello's business plan.

Baines, ceo of Cello Aviation, a subsidiary of the Gill Group headquartered in the UK, says: "The business planning and preparation culminated in the current launch of revenue services by Cello Aviation."

The 46-seat BAe 146-200 is being targeted at the luxury end of group private charter with Cello Aviation identifying Europe as the core business region. Tony Farmer, marketing and sales manager, says: "Our target markets include entertainment professionals, football teams and organisations undertaking quality product launches. There is a good demand in the UK and European vip executive charter market for a business jet of this size and quality."

Farmer adds: "We have also received enquiries from governmental departments and organisers of up-market weddings, so the ABJ is appealing to an extremely good and diverse mix of clients."

The Gill Group, founded by ceo and owner Raj Gill, specialises in large airport and motorway infrastructure construction. The company's paved concrete surfacing business has been contracted to support many UK Ministry of Defence airfields in addition to civilian airports. A new apron area at Abu Dhabi international airport is among international projects it has recently completed (EBAN February 2010), with previous projects for runway and apron work in Puerto Rico and Oman.

Baines says: "We have paid a great deal of attention to detail. The aircraft has been configured with a 46-seat first class interior. There is a moveable cabin divider, hot galleys and a strong cabin staff contingent to ensure that customers receive the highest level of individual service. Enquiries so far have significantly exceeded our expectations."

Waypoint Aviation of Bristol advised the Gill Group as it identified a preferred aircraft type, sourced the ABJ from BAe Systems, and then project managed the conversion. "Among other requirements, the process identified a need for two plus two executive seating across the cabin, hot galleys and genuine stand up cabin height," says Baines.

Bob Peck, ceo, and his team at Inflite Engineering, Southend, managed the heavy C check and fitting of the new cabin prior to delivery to Cello at its Birmingham base, with Starling Aerospace delivering the executive seat sets and interior.

Cello Aviation is already looking at the economies of scale and operational advantages that might accrue from having a second aircraft in the fleet. "Cello is conducting the initial research with the full involvement of its customer base and could be in a position to add another aircraft within 12 months," Farmer says. "There is a very good market in Europe for this general size and quality of aircraft and we have received excellent feedback from both charter brokers and end users."

Stewart Cordner, vp Avro Business Jets for BAe Systems, says: "Over the past two years the number of BAe 146/Avro RJs that have been converted into ABJs or which are in work has reached 13 aircraft. These include a recent delivery for the Presidential Flight of Abu Dhabi and an ABJ acquired by Inflite Engineering Services that will incorporate an interior developed by the Linley Design Group. The aircraft are being used in a variety of different roles ranging from government/vip to business charter services and company shuttles."