Aisle Alter Hymn in South Shields is believed to be the first wedding shop in Britain to cater for gay and lesbian couples.

And now the store has been crowned the craziest shop name in the UK, in a competition launched by insurance firm More Than.

Lynn Lucas, who runs the shop in Dean Road, Westoe, said: "I am absolutely thrilled. The name is unique, like the shop.

"You go down the aisle and sing some hymns – that's what happens at weddings."

Ms Lucas, 54, who was encouraged to launch her business in May after the death of her mum Hazel from a stroke in January.

On choosing the wacky name, she said: "I just thought of loads of words, everything I could think of associated with weddings – veils, bridesmaid dresses, hymns, flowers, aisle – and laid them out and mixed them up.

"Then I thought about what it is that everyone says when they get married.

"They say 'I'll soon change him' – so there it was."

Since opening, the business has had lots of positive feedback.

It held its first wedding fair at The New Crown pub in South Shields, which was a roaring success.

Aisle Alter Hymn was put forward for the competition by Geoff Ramm, from Boldon-based company Mercury Marketing, which helped to launch the business.

"I heard More Than insurance was looking for the UK's most creative business name.

"Always looking to give my clients a marketing hand, I nominated Lynn."

Other examples of the most hilarious entered included Sheffield's Battersea Cod's Home chip shop and Spruce Springclean, for Surrey window cleaners.