Liz Hurley opened her own clothes store to help women shop during the credit crunch.

The model and actress - who opened the "gorgeous" Elizabeth Hurley Beach boutique in Bicester Village, Oxfordshire recently - is offering "huge discounts" to help people who are struggling due to the global financial crisis.

She said: "Most people are feeling the pinch financially right now, so it makes perfect sense to encourage women to shop where there are huge discounts and most things are at least 50 per cent off. My boutique at Bicester is tiny but gorgeous. It looks like a beach hut in St Tropez - whitewashed wood and a high pitched roof. It's like a little jewel."

The 43-year-old beauty designed her latest collection of bikinis and swimsuits to ensure women get exactly what they want from beachwear.

She added to Britain's Hello! magazine: "I'm always aware of what the latest fashion trends are, particularly when it comes to colours, but I'm more influenced by providing what women want and need. I have always advocated women wearing what suits them best. My swimwear can be worn season after season - as long as you hand wash it nicely!

"Most women dread bikini season but there are a few things you can do to make it less painful. You don't have to be skinny to look good - curvy women can look great in bikinis. Often having the right cover up, whether it's a sarong or a kaftan, helps you feel more confident."