Paul Cleveley, manager of jewellers F Hinds, has been appointed chairman of The Shires shopping centre tenants' association.
Vice-chairman is Matthew Burn, of Boswells.
Mr Cleveley takes over from Ruth Randall, who was the asociation's chairman when the organisation was re-formed last year.
Hr said: "Although The Shires is a mix of independent shops and High Street chains, we have a common goal and that is to work together to promote the centre as a whole while at the same time playing our part to boost the benefits of shopping in Trowbridge."
The Shires is to be a drop-off point for shoeboxes donated for this year's Operation Christmas Child.
The centre manager's office and shopkeepers will hold a supply of forms for inclusion in the shoeboxes.
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