EVESHAM'S first sex shop has been heavily criticised by a Vale vicar, despite the venture being endorsed by the town mayor.

Reverend Edward Pillar of Evesham Baptist Church fears the new Port Street store, called Adam and Eve, will simply 'feed a sordid fascination with sexuality'. Owner Katie Gilbert, stocks a variety of adult toys, DVDs and magazines. The store, officially opened by Mayor Councillor Andrew Dyke last Saturday, also boasts a fetish section.

Rev Pillar said: "I do not think that this type of shop is helpful at a time of general moral decline and will simply feed a sordid fascination with sexuality rather than promoting a healthy attitude toward a beautiful gift given by a generous God.

"Conversations with representatives of both the town and district councils have led me to believe that this is a purely business venture aimed at attracting women."

Mrs Gilbert, secretary of Bengeworth Traders said: "I've not had any bad response yet - our shop is not a sex shop with blacked out windows, our shop does not look seedy. We are trying to run it responsibly and what we have on display in the window is no worse than you would see in an underwear shop."

Mrs Gilbert plans to shut the shop between 3pm and 5pm on weekdays to discourage interest from schoolchildren. She added: "There is sufficient warnings on the door, so people know what the shop is. I've been told it has increased the footfall already - it is another open shop, which is what we all want."

Cllr Dyke said: "The fact that this is an adult shop is neither here nor there. You can hardly watch a DVD without effing and blinding, so I can't think anyone is going to be upset by it."