“The store was founded by Madame Foner, and was later taken over by her daughter, who also went by Madame Foner.

“Madame Foner Jr gave up her career in teaching to join her mum’s store, after learning that her mum transformed someone’s life after an accident, by designing a supportive bra with additional back support.

“Whether you’ve been in an accident, had a mastectomy or simply want help looking for new lingerie, we’re here for our customers. Madame Foner Jr ran the store until 2015, which is when she sadly passed away aged 91. That’s when I took over.

“I’ve been here for 42 years and can safely say you see a lot in this business, it’s intimate in all the best ways. The confidence we instil in our customers is second to none. We may be dealing with a bride choosing her lingerie one minute, then a lady who has just recovered from breast cancer the next.

“We’ve had a fair few celebrities pop in during our 120 years of trade. The most famous being Dylan Thomas. He came in to buy his wife a 34C English Rose bra. Madame Foner, a big fan of his, recognised him straight away. Foner was later approached by the papers asking if she had kept the cheque from Thomas, but she replied “no, we cashed it!”!

“We’ve even had a man from Belgium call up and ask us to do an exclusive fitting and shopping experience for his lover who was from Swansea. Out of anything in the world she could have asked for, she asked for a trip to the famous Madame Foner!

“I believe that everyone should have good quality underwear. A favourite saying of mine is you can’t build a house without the foundations…so make sure your foundation is sturdy before you spend hundreds on that designer dress.

“We are excited about the next generation of Swansea. There are lots of changes coming to the city and we feel positive that this will only mean good things for us and our loyal customers.

“I hope to be here as long as Madame Foner was, I could only wish to be as lucky!”