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Letchworth, Herts- 'The Only Way Is Essex' heart-throb Joey Essex headed across the border to leafy Hertfordshire to open new tanning salon 'Advance Tanning' in Letchworth Garden City..Greeted by hoardes of excited teenage girls, the TOWIE star cut a ribbon to open the store, posed for photos with staff and signed autographs during his hour-long visit. Advance Tanning Leys Avenue, Letchworth GC, Herts -  September 29th 2012..Photo by Keith Mayhew