Pembrokeshire has fared particularly well in the Supporter Awards category, introduced by the RNLI in 2005 to acknowledge outstanding contributions from organisations operating outside the traditional RNLI fundraising branch and guild structure. The new RNLI souvenir shop at Tenby has been named winner of the retail category, beating off tough competition from a wide range of other nominations from ferry companies, to golf clubs and hotels. A representative from the Tenby shop will be invited to the RNLI's Annual Presentation Awards in London, at the Barbican on Thursday, May 17, to accept their award. The ceremony is part of an age- old tradition recognising the invaluable commitment of the lifesaving charity's volunteers. RNLI senior retail advisor Julie Sandby, who nominated Tenby's shop for the accolade, said: "Shop volunteers at Tenby have strived to succeed in their new shop, and have seen a dramatic increase in sales. The massive increase in sales has brought tough challenges. Increased opening times sees Tenby now trading all year around and the hard work and dedication of volunteers has shone through. "The challenge of getting to grips with new technology such as tills and credit card machines has seen the whole team pull together. Volunteers have attended training sessions and helped each other to overcome the fear they felt. Every team member has gone beyond the call of duty to make sure their new shop is a great success and have succeeded." Chevron, based at Pembroke Refinery, has been named national finalist in the Supporter Awards corporate category. Phil Thompson, who is the company's public affairs advisor, has been a wonderful ambassador for the RNLI, offering encouragement from a practical and financial perspective. Phil will be invited to a local ceremony to accept his award during the year. Chevron frequently supports several fund-raising branches and stations in the area through sponsorship, gifts in kind and employee fund- raising. The company has also supported significant events for the RNLI, such as the Carew Rock music festival, the naming of the first Tamar class lifeboat at Tenby and the RNLI's 175th anniversary celebrations. RNLI area fund-raising manager Beverley Rosser- Smith said: "Phil and Chevron will undoubtedly continue to support all the local branches and stations within Pembrokeshire during the years to come. Phil is well known and respected for his kind manner and helpfulness." Pembrokeshire residents who will also receive Certificates of Thanks in recognition of their tireless dedication to the RNLI include three members of Pembroke Ladies Lifeboat Guild: Mr. K. Bradley, Mr. F. Klau and Mr. and Mrs. J. Lintern. Phae Comber, RNLI regional fund-raising manager, said: "The RNLI's volunteer crews would not be able to continue saving 22 people every single day if it weren't for our committed fund-raisers and supporters. We are indebted to each and every one of them for playing their part in saving lives at sea. "People who give up their own time to help the RNLI rarely get the recognition they deserve, which is why the charity is looking forward to showing our gratitude to Pembrokeshire supporters and volunteers for all their hard work."