which specialises in selling recycled golf equipment.

It is named E.J. Discount Golf Shop and is situated on Middle Road, adjacent to Crockwell's King Fried Chicken Restaurant.

Jones regards it as being unique to Bermuda as it is the only golf shop that offers "discount'' prices on all of its stock -- and he makes it clear that because everything is recycled it is by no means inferior.

"The key to the whole venture is the word discount. We are able to offer our customers this break because everything is recycled and most of our work behind the scenes is done here in the island,'' said Jones.

"Because our prices are the lowest here it doesn't mean that we don't carry quality goods. For example many of our balls are relatively new, maybe hit once or twice in most cases.'' Jones, winner of the Bermuda Open in 1981 and a four-time PGA champion, says he came up with the idea of offering golf equipment to the public at low prices because the sport is becoming quite expensive for the growing numbers who are taking it up.

In addition to golf balls, the store stocks recycled clubs and provides hand grips for them as well.

One feature of his products of which Jones is extremely proud is that every ball is inscribed with a logo of Bermuda -- some showing the word Bermuda and a longtail with others carrying the island's name and a picture of a heart.

"I felt that it would be a good promotion for tourism,'' said Jones. The store hours are from 9-6 Monday to Saturday.

EARDLEY JONES -- Aiming to make golf more affordale for everyone.