The old adage that poison is a woman's weapon of choice was the inspiration behind the name of a new womenswear shop in Bradford on Avon.

Poison, on Silver Street, has seen a steady stream of customers since it was opened by the town mayor on February 21.

Proprietor Jane le Maistre Smith has a background in marketing but her interest in fashion grew from years in the international design department at Harrods.

There she was involved in the company's personal shopping service where clients included Diana, Princess of Wales.

She married and moved to Bradford and after taking a career break to have two children decided to set up her own shop.

She said: "I just love clothes and I knew there was a niche here for this type of shop.

"It is a beautiful town and women need something like this where they can get elegant designer clothes at relatively reasonable prices.

"I am passionate about good old- fashioned service and I hate pushy staff who hassle you in shops so I hope that will make customers feel more relaxed."

"I can't believe how well things are going already and people keep coming in and saying they are so pleased to have this sort of shop here."

The shop stocks clothing labels Sandwich, Sticky Fingers, Isabel de Pedro for Mr Cat, Claire.dk, Fenn Wright Manson and Out of Xile and Mrs le Maistre Smith is hoping to bring in new stock regularly to keep a quick turnover of styles.

Colleagues Jo Davies and Sue Giles have even designed a children's play area for the shop to make shopping there a child-friendly experience.