My Yoke eases shoppers' pain; Strap to end 'bag-burn' and free shoppers' hands.
Byline: DAVID POWELL
A DEVICE that prevents shoppers getting sore hands has won the backing of the Welsh Assembly Government.
Matt Davies invented the Yoke Shopper, a holding strap for carrier bags.
The device also frees up shoppers' hands so at the same time they can keep hold of children, pay bus fares or use a mobile phone.
The 35-year-old is selling the quirky pounds 9.99 device via his website www.yokeshopper.com and hopes to win orders via eBay and Amazon sites later.
The entrepreneur has won support from Wales Innovators Network and the Welsh Assembly Government for his idea, which he bills as 'revolutionary'.
Matt, of Rhuallt, Denbighshire, said yesterday "Carrying your shopping bags home can be a real pain. Bag handles can have a cheese-wire-like effect of digging into your fingers, causing a painful burning sensation. Heavy bags pull on your arms and then the phone can ring. With the Yoke Shopper all these annoyances are taken away to provide a stress free shopping experience.
"The Yoke Shopper enables shoppers to carry their shopping on their shoulder or across their body to keep the use of their hands.
"This allows them to answer their mobile, pay for the bus and hold their child's hands."
Matt's father was born in Denbigh but Matt lived in Sussex before settling in North Wales six years ago.
He reckons his invention could prove handy this Christmas.
A survey by Redshift Research for Yoke Shopperfound that sore hands - or what researchers call bag-burn - is particularly prevalent over the festive period when more people are out buying goods and gifts.
The researchers say: "Some 67% of Welsh shoppers say that their fingers have suffered over the Christmas shopping period as a result of having to carry too many heavy shopping bags. Add to that the cold wintry conditions and you have a recipe for pain."
Main and top right, a model poses with a Yoke Shopper (right centre) to hold her bags, leaving her hand free for other tasks; right, inventor Matt Davies