Sainsbury's opened the doors to a brand new store in Tenby on Wednesday and to celebrate, invited long-serving customer Elwyn Bowen to cut the ribbon and officially open the store.

Mr. Bowen, a 95-year-old from the town, has been shopping in the area for 20 years. 

Store manager Paul Baldwin said: "Mr. Bowen has been shopping in this Tenby store for two decades and is a particular favourite among staff. 

"He's a wonderful, cheerful man and always puts a smile on the team's faces when he comes in. 

"We couldn't think of a better local ambassador to open the new Sainsbury's store and were delighted to have a real community figure to cut the ribbon." 

The new store in Tenby was acquired from Somerfield in April and, following a refurbishment, has created over 40 additional jobs for the local area, to coincide with the opening. 

Long-serving customer, Mr. Bowen, said of the opening: "It was very exciting and a privilege to be asked to cut the ribbon at the new Tenby store.

"Who would have thought a pensioner like me would be given such a glamorous job?  I'm looking forward to coming in to the new Sainsbury's to do my daily shop and talk to the lovely members of staff. I wish the team the best of luck."

The first customer to cross the threshold of the new store, who received a beautiful bouquet of flowers from the manager, was Mrs. Maureen Davies, of Tenby.