when a British lord flew in to teach them the art of shaving the gentleman's way.

Viscount Lewisham, Princess Diana's step brother and grandson of romance novelist Dame Barbara Cartland, is CEO of Shelley Ltd., which sells the Geo F.

Trumper and Floris exclusive line of English shaving creams and bath products.

As a marketing gimmick, the Oxford and Harvard grad, designated by the British Press as one of his country's most eligible bachelors, brought master barber Mr. Joseph Conway along to treat male shoppers to an old-fashioned shave.

Equipped with a sharp knife-like shaving instrument, brush and Prince Charles' favourite Extracts of Lime shaving cream, Mr. Conway invited shoppers to take a seat in his barber's chair in the perfume department of A.S. Cooper's.

Daring city retailer Mr. Jay Bluck was among the first to face the blade.

Minutes later, his four-year-old beard was gone.

"New beginnings,'' he said afterwards. "It felt very good though.'' Said American visitor Mr. Robert Mauriello, "It was very relaxing. He cut me less that I cut myself.'' THE ROYAL TREATMENT -- American visitor Mr. Robert Mauriello braves an old-fashioned shave given by British barber Mr. Joseph Conway. Also pictured is Princess Diana's step brother Viscount Lewisham who heads the company that markets the shaving products.