Pandora, the leading jewellery brand, has opened in the Eastbourne Arndale Centre.
First through the door were James Moss and Oli Young, both from Eastbourne, who had been queueing from 7am on Thursday morning.
James and Oli were among the first 50 customers to spend at least £75 who received a free Pandora bracelet.
Eastbourne MP Stephen Lloyd officially cut the ribbon to open the store.
He was joined by Ashley Pugh, managing director of W.Bruford, Bill Plumridge, manager of Eastbourne Arndale Centre, and Christina Ewbank, chief executive of the Eastbourne Chamber of Commerce.
Customers were served cupcakes and refreshments to celebrate the opening of the new concept store.