That's because the store is helping to raise vital funds for leading Cornish charity, Cornwall Hospice Care. It's taken just four weeks to set the shop up and it's hoped business will be brisk over the Bank Holiday weekend.

Jamie stood in at the very last minute for Grishka Roberts who had been due to open the store but was called away for family reasons. Cutting a ribbon to mark the official opening, he said;

"Good luck to everyone involved in this clever and inventive idea. Cornwall Hospice Care is a great charity and it's excellent that this pop up store will support such an important cause in Cornwall."

Swell stocks new goods, some of which have been sourced locally, including men's and women's clothing and accessories. Open from 10am to 5.30pm each day and 10am to 8pm from July, the shop offers a range of items from sun glasses to hats, scarves and swimwear. Nina Kneil, Area Manager for Cornwall Hospice Care, says the team are very excited;

"There's a flip flop here to suit everyone and the shop atmosphere is buzzing. This is a totally new venture for Cornwall Hospice Care; a shop selling new goods but in aid of a charitable cause. In fact shoppers won't necessarily know this is a charity shop until they come to pay when there will be some information about our work caring for families in Cornwall at our two hospices at Mount Edgcumbe in St Austell and St Julia's in Hayle. We're hoping it'll be a rip roaring success so come in, say hello and find something special to buy."

"We're delighted that Jamie performed the opening ceremony. It means a huge amount to those of us who have raced to meet the four week target to get Swell up and running and to those families who benefit, free of charge, from the two adult hospices in Cornwall."

Jamie Owen and his twin brother are surfing legends in Newquay having competed at international level along with top names including Grishka Roberts and Nigel Semmens.