The curvy reality TV star, 33, wore a jaw-dropping sequin dress at the new clothing boutique in Brentwood, Essex.
Dressed in a sparkling floor-length gown from her own range, Gemma looked full of beans as she welcomed her new customers who had queued up for the grand opening on Crown Street.
This is Gemma's second store, after she opened her flagship shop in Brentwood in 2013.
Gemma's award-winning plus-size clothing range caters for sizes 16 to 22, and she previously joked about her stores: "If you're thin, you're not coming in!"
The Splash contestant could barely contain her excitement on social media, taking to Twitter to say: "So the big day is tomorrow NEW OPENING @gemCBoutique @GemCCollection can't wait to see everyone."
Size 20 Gemma recently admitted she'd like to be a size 16 again.
Last month, she revealed on screen that she gets heckled with jibes about her weight almost every day.
Whilst receiving 3D Lipo treatment, she also confessed she's "battled with her weight her whole life".
But Gemma's size certainly hasn't stopped her from becoming one of TOWIE's most popular stars, and she is now rumoured to be entering the jungle for the forthcoming series of I'm A Celebrity... Get Me Out Of Here!
There's no stopping our Gem!
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