AF Insurance, a part of AF Financial unveiled a new name on Monday at its office on North Bridge Street. The company name is now LifeStore and was renamed to encompass the complete package that the company offers.

The company slogan is 'Stop saying if; Start saying Life', and is meant to communicate to clients its full service company.

"AF Banking Insurance and Investments is transitioning with the needs of its customers and the changes in the market and embracing a new non-traditional way of doing business," Bob Washburn, President and CEO said.

Jody Brown, President of AF Insurance told guests on Monday that the company will continue to provide the same quality products, care and customer service that it's known for.

The company is the largest insurance company in a six-county region and provides not only a complete line of insurance for customer needs, but a mortgage and investment source.

"We want to help our customers become proactive in planning for their future and those unexpected times in life," Brown said. "We chose LifeStore with the oval symbol and mango and pewter colors because we want to convey that we are changing. We are not static, we have not been bought or merged with anyone. We employ 125 employees, many of which have been with us for several years. We have grown and progressed with the people and communities we serve and will to continue to do just that."

Ann Ashman, branch manager in Elkin will continue to lead the efforts of the company in Elkin. Ashman has been with LifeStore since 1999.

"I would like to welcome our guests today and thank them for coming," Ashman said. "This is a progressive step for LifeStore and we are looking forward to providing the continual quality of care to the residents of the area.

Our name change will identify us as a brand that will provide all aspects of banking, insurance and investments to our clients."

The company has also created a Life plan center that can be accessed by visiting the website www.golifestore.com.

The unveiling was attended by Elkin's mayor, Lestine Hutchins, Town Commissioners, Gambill Aldridge and Joe Walker, Yadkin Valley Chamber CEO, Laurette Leagon, Yadkin Valley Chamber Tourism manager, Misty Matthews, Yadkin Valley Rotary President and owner of Hudspeth Century 21, Johnsie Hudspeth, former Elkin mayor, Tom Gwyn, Judy Current, Marketing and Public Relations Director for Life Store, Sam Dobbins, and Gary Maxey with Maxey Investment.

Attendees were treated to refreshments and given a tote that was filled with goodies.

LifeStore opened a mortgage division that will service the Elkin area in North Wilkesboro in August. LifeStore is headquartered in West Jefferson.