Liz Hurley manned the tills at the opening of her first swimwear shop - as her husband Arun Nayar supported her from the sidelines.
The model and actress sounded relaxed and happy as she declared herself "thrilled" to launch the Elizabeth Hurley Beach Boutique - which is designed in the form of a beach hut - in Bicester Village.
She told about 100 fans: "It's a huge thrill. Thank you all for coming. I'm going to be serving behind the till until 2pm." Earlier she joked: "Fingers crossed I can work the till."
A spokesman for the shopping centre said: "She's being very game, wrapping up and personalising the presents."
The shop in the open air promenade - less than an hour from the star's home in Gloucestershire - stocks Liz's own beachwear collection for adults and kids as well as Philip Treacy sun hats and Cutler & Gross sunglasses.
Fans queued diligently for the star to sign their purchases today (Thursday). Proceeds from the sale of a limited edition pink bikini and sarong will be donated to Breast Cancer Research Foundation.
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