TOWIE star Charlie Sims was joined by a host of the show's cast for the grand opening of his deli in Brentwood High Street.
Charlie, 22, who joined the cast of The Only Way Is Essex last year, opened Charlie's Deli on Saturday.
The deli will sell freshly made sandwiches, cakes and artisan coffee.
Scores of people queued up outside to catch a glimpse at the new shop on Saturday.
Former Towie star Joey Essex made an appearance, as did Charlie's best friend Mario Falcone.
Charlie's on-off girlfriend Ferne McCann and his sister Chloe Sims were also there for the opening.
The cast recently returned from Marbella in Spain where they had been filming for the latest series of the popular reality show.
Charlie tweeted: "Thanks for everybody who came down to support the opening of @charlies_deli today! It was amazing and better then I could ever imagine!"