A NEW shop will be opening its doors in Leek this weekend.
Inspired by the old traditional-style pharmaceutical store, E Cig Swag will be opening on Saturday, December 15.
The Electronic Cigarette shop will be opening up in the former Rabbit Rescue Charity Shop on the corner of Sheepmarket and St Edward Street.
The business venture is the next step for current market stall trader Darren Fleming, who has been selling the stop-smoking aids on Leek market for the past 12 months.
Darren, who lives near Bakewell, said: "I have family history in Leek and have lived in Ipstones and Foxt before, so I do have an infinity for Leek.
"There are a lot of smokers in the area. It is a good catchment area with a cross section of society."
The electronic cigarettes that Darren sells are rechargeable battery operated and have a clearomizer which is filled with UK made e -liquid which contains Propylene Glycol and vegetable-glycerin along with varying strengths of nicotine.
Darren explained that some of his customers start off with a high strength of nicotine and then carry out a 'step-down' programme to eventually wean themselves off nicotine altogether.
Others, including himself, continue to use e-cigarettes.
Forty-eight year old Darren, who has used e-cigarettes himself for the past five years, said: "I take pride in offering a unique customer experience and I am the only person miles around with the product knowledge and expertise. I believe the nearest shops that sell e-cigarettes are in Cheadle, Biddulph, Congleton and Stoke.
"I have decided to have a Victorian apothecary style shop.
"It is something that fits the business and also fits Leek."