The beautiful new Phoenix Store, located at the Waterfront Building on Pitts Bay Road, is surely a jewel in the Phoenix crown. The Bermuda Pharmacy has a new royal home.

President and CEO of Phoenix Stores Ltd., George Grundmuller, said: "We are very thrilled about our wonderful new location in an exciting complex.

Customer service is our commitment and we have given much thought in the layout of our Waterfront Phoenix.'' The Bermuda Pharmacy has been relocated to provide another state-of-the-art Phoenix at the "Waterfront.'' Mr. Grundmuller advised that a few years ago doctors moved out of the Bermuda Pharmacy building, across from the bus station, which meant many of their former customers scattered to other pharmacies. The old store was also in dire need of a refit.

Mr. Grundmuller is a leader with vision and has implemented another superb Bermuda Pharmacy managed by pharmacist, Robin Giles.

Mr. Giles came to the company in 1998 as a pharmacist. He was recently promoted to his new position as the manager of the new "Waterfront'' store.

Mr. Grundmuller has focused on providing excellent customer service through their professional staff in the new Bermuda Pharmacy and through out the Phoenix organisation.

"The Phoenix Store likes to promote its employees and gives individual training to prepare employees. Deon Breary was promoted from supervisor at Collector's Hill Apothecary to assistant manager this past February. She will be at the new "Waterfront'' Phoenix on Pitts Bay,'' advised Mr. Grundmuller.

Additionally there is a top-notch selection of quality goods at competitive prices. Every aisle is spacious with sparkling displays, particularly the health and beauty sections. They have 28 feet of cosmetics along a wall! The new store boasts the second largest Hallmark display and Maxine is standing there looking over everything. Who is Maxine? She is one of Hallmark's satirical card figures, a grumpy old woman who is the focus of many hilarious cards.

There are many lovely gift items such as delicate framed quotes, matted prints and nice picture frames. The numerous stuffed animals are irresistible and there are many colourful choices of bears, tigers, lions, birds, frogs, rabbits, bees and others.

An array of beach and souvenir items are available for tourists such as lotions, tee shirts and beach towels. If you buy three Johnson sun care products you receive a handsome beach towel free while supplies last. Cold drinks, candies and snacks abound.

Camping gear is offered along with flashlights and batteries. Everyone is sure to find something interesting.

A well stocked newspaper, magazine and book stand will provide extensive reading material. The local and foreign newspapers, along with several Bermuda books, will be available.

"We are a progressive company and we have a strong commitment to service. It is a logical step to upgrade all of our stores. We want all five Phoenix stores to be state-of-the-art by 2000.

"The Waterfront store, Bermuda Pharmacy, opened on June 15 and during this month we will be offering many specials and various events to celebrate. We have a good mix of products for a wide variety of customers,'' concluded Mr.

Grundmuller.

The store hours are Monday to Saturday 8 a.m. until 9 p.m. On Sunday the Phoenix Centre on Reid Street is open 12 until 6 p.m.

The new Bermuda Pharmacy phone number is 295-5815, prescriptions only is 295-5375 . The fax number is 295-9436.

At the top: President and CEO of Phoenix Stores Ltd., George Grundmuller BUSINESS BUC