A young woman drowned at sea just hours after buying an inflatable paddleboard from Tesco, an inquest has heard.
Emma Louise Powell was one of a group of four paddleboarders on a late night seaside trip during a heatwave in July.
Tragedy unfolded when 24-year-old Emma and her cousin Amber Powell began to get pulled by a tide and crashed into a jetty.
Her other cousin, Courtney Powell said: "They quickly went out of sight. We couldn't see them. We didn't think anything of it at first as both had been laughing."
She said she then heard Amber shout: "Help, Emma's in the water. She's stuck. I can't see her."
The inquest heard neither girl was wearing a life-jacket when Emma got stuck in a ladder at the jetty at Conwy Morfa beach in North Wales.
David Jones, of Conwy Lifeboat, said there was a strong tide and current which would "be a challenge for anyone to swim against it."
The inquest heard she was officially pronounced dead at Ysbyty Gwynedd at 12.35am on July 15.
Senior coroner John Gittins recorded a conclusion of accidental death, saying: "It was the unintended consequence of a deliberate act; going paddleboarding and sadly losing her life as a result of that."
Mr Gittins said he would write to Tesco and to the government with his concerns whether life-jackets should be sold with paddleboards or more safety advice given.
He said: "I know I would not be comfortable unless I raised my concern with someone."
He said his intention wasn't to "single out" the Tesco store in Llandudno Junction.
"This is a national consideration," he said.
Emma's family said in a statement: "Emma was a beautiful young lady, who was adventurous and had a free spirit.
"She will remain in our hearts for the rest of our lives."
Emma's family thanked well-wishers for their support on a fundraising page, saying: "Emma was like no other, everyone who was lucky enough to cross paths with her had no choice but to love her. She was a huge happy go lucky personality.
"She was such a vibrant soul with a huge heart, but could also be a stroppy cow when she wanted to be, but that's just our Emma."
