From next Thursday, April 6, Liskeard will be able to boast one of the trendiest shops for miles around when Rural Surf opens its doors for the first time in Market Street. And the brother and sister management team of Martin Perry and Mrs Meeta Pitts, say they are excited about the future of the business as they have already had so many enquiries from eager prospective customers.

On launch day it will be well worth riding the waves to Rural Surf as they are offering ten per cent off to each customer who spends over £30 as long as they produce the advertisement appearing in this week's Cornish Times (March 31). But only one coupon per customer please.

Rural Surf will be stocking all major surf and skate brands such as Quiksilver, Rip Curl and Billabong, and World Industries and Blind, which will delight all those into surfing and skating who up until now have had to travel miles for up to the minute fashions to go with their sport. But it must be pointed out that the trendy gear, all in top quality, is functional as well as fashionable and is popular across all age ranges being the ultimate in comfortable leisure wear for everyone.

It is hard to imagine that Rural Surf was once the well known butchers owned by Tony and Marie Richards, the transformation has been so complete. Given a stylish makeover by professional shop fitters, the interior is now smart and trendy, the walls being clad in bead blasted wood in various shades of cool blues, an ideal combination creating exactly the right image and atmosphere for the many rails of colourful clothes in all sizes.

The shop is now stocking spring and summer fashions which include smart shirts, T shirts, polos, sweatshirts, light trousers, board shorts, footwear, and an array of accessories such as sunglasses (shades), caps, watches, key rings, wallets, videos and a great selection of backpacks. There is even some skate hardwear and a small selection of surf and body boards. Martin and Meeta are justing testing the water as far as the boards go to gauge the demand, and say they will be happy to expand the selection if required. There is also plenty of room to expand the shop itself.

The business is family owned as Tony and Marie are the proprietors but they are more than happy with their management team. Tony closed the butchery on Christmas Eve after many years trading in Liskeard and asked Martin if he could think of a new enterprise in its place.

He came up with the idea of Rural Surf, as he enjoys surfing himself at Polzeath and Newquay, and realised that the smart clothing associated with the sport, was not only popular with all ages but was generally not available locally. And with Meeta 'on board' who has had previous experience in the fashion industry working for House of Fraser, the family unit is complete and ready to roll.

Rural Surf will be open Mondays-Wednesdays (9.30am-5.30pm), Thursdays and Fridays until 6pm and on Saturdays until 4.30pm.