IT is a short amble up a track from the middle of the Gower village and one that has been followed by scores of visitors from all corners of the globe.

When they reach their destination a few yards away, they invariably pause for breath.

They have just entered "Our Shop" in Llanmadoc, and they have not seen anything like it before.

It is run for the people by the people, a locals' co-operative celebrating two years of service to the community. It is a post office, coffee shop, general store and even a mini tourist information centre.

There is even a small recycling area at the back, with Randolph Jenkins loading up his car with items once a week and taking them to a recycling plant in Swansea.

Above all, say the 168 shareholders, it is "our shop".

"We thought long and hard for a name for it, and, at the end of the day, nothing can convey the ethos of it better than our shop," says Randolph, the man who drove the initiative forward by leasing the premises at a peppercorn rent.

As project manager, he has continued the good work which started following the closure of the old post office and village shop more than two years before the new beginning.

"We knew there were going to be hiccups and so on, but, because it is a co-operative and everyone helps out, we have managed to sail through," he says.

"Virtually everyone in the village owns shares in it, and we have about 40 volunteers who do various tasks, such as working behind the counter, stocking, pricing, cleaning and laundry.

"It's a real open shop for the village, with people wandering in, putting up shelves and the like. They get a general idea of what needs to be done. There is a rota for working behind the counter in mornings and afternoons."

One regular is Pete Sheterline, who mans the fort on Wednesday mornings.

"It is a bit of fun for us," he says.

"It is a lovely social activity for me as well, because I get to meet people I don't see in the village.

"People in the village get to meet other people. It is serious social interaction. There are some people for whom it is the only chance they get to meet people in a day, and visitors also enjoy the banter."

Like everyone who volunteers there, Pete is a customer as well.

"I order the dairy produce," he says.

"I help with the shelf stacking, as most people do. You tend to take on the responsibility that occurs on your shift."

Anne Payne has had experience working behind post office counters and was a natural choice to do the same at Llanmadoc, working alongside people like postmaster John Wheeler.

"I am here two or three mornings a week," she said.

"It has a wonderful atmosphere, and is a lovely place to work. It is an open post office, so it has to be friendly, not closed-in like others.

"It can show other communities that you can have a post office open for a few hours and it can thrive. We managed the last reprieve."

That was a reference to the seemingly continual shadow that appears over rural post offices these days. But the Our Shop gang are going their way anyway, and it is working.

Ivor Williams is one of the key figures in the enterprise, one of his roles being as a buyer.

"We have suppliers and most of them are local," he says.

"We have an arrangement with the Co-op to get a small discount which we are able to take advantage of, so we can extend the range of goods on offer.

"We have quite a large range of stock, but no big quantities. So we are able to provide most things that most people want most of the time. Space is a problem, but we seem to be managing quite well."

Ivor, who mans the shop counter on a Tuesday morning, says it is a case of "together we are stronger".

"If one is not able to cope on a particular day, we swap duties or someone will come and cover for us," he said.

"We are flexible and supportive of each other. I don't think we have ever had to shut due to shortage of staff."

His wife, Eleanor, who makes cakes, stacks shelves and generally "sorts things out", vividly remembers arriving in Llanmadoc.

"We were told there was a village shop and on the day we moved in, it and the post office unfortunately closed," she said. "It was a bit of disappointment.

"So when this happened, it was something we wanted to support. I do the shopping with Ivor and we go for Fairtrade products which we can purchase from the Co-op.

"People come in and there is a 'wow' factor. They don't know what to look at first. You have the history of the village, and tremendous food all over the table. They are quite amazed. All the volunteers do a bit of everything."

Gareth Henderson pops in every day with his grandson for a coffee and a chat.

"To be honest, we are very lucky to have the shop here," he said.

"We are lucky to have a committee that is dedicated, and everybody who works here. Senior citizens come here through the day to meet people and have a chat. It's a fabulous focal point.

"In the village, you are part of the village. You can come to shop, there are drama groups, choirs and art groups. We have our notice board here and everything is generated from our shop."