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A young mum fell 100ft off a cliff in front of her daughter at the famous Durdle Door landmark on the Dorset Coast.
The woman, who has not been named, shouted “I'm coming down” before she lost her footing on loose rocks.
Her daughter witnessed her strike the rock face on the way down and land at the bottom of the cliff at Man O' War beach, the Sun reports.
Her daughter who is believed to be in her 20s took the longer route back down to the shore as her mother tried to take a shortcut.
Coastguards and police officers rushed to the scene and kept members of the public back while paramedics tried to save the woman.
Authorities tried to keep members of the public back as the area was crowded on the hottest day of the year, yesterday (June 14).
The mum suffered such horrific injuries that she was pronounced dead at the scene at about 3.30pm.
Another woman, who was also believed to ber her daughter, was treated by paramedics for shock.
A witness said: "The woman was about 20 metres down the cliff when she fell.
"She chose to climb down the rocks while her daughter took the steps.
"People on the cliff and on the beach were shouting at her to stay still but she didn't listen and carried on.
Woman dies falling from 150ft cliffs in front of horrified beachgoers
"The rocks were coming loose under feet then she just bounced down. The woman's daughter saw her fall. It is just awful."
Tourist Rachel Williams said that she heard the woman shout “I'm coming down, I'm coming down” but claims many members of the public had told her to stay where she was.
A spokesman for the Lulworth Estate, which owns the beach, said: "I understand that a woman fell whilst climbing down the cliffs above Man o' War beach.
"Dorset Police requested our staff to assist with controlling visitors to enable the helicopter to land."
A spokeswoman for Dorset Police said: "At 3.07pm Dorset Police received a report that a woman had fallen from a cliff at Durdle Door near Lulworth.
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"Officers are attended together with other emergency services colleagues. Sadly, the woman was pronounced dead at the scene.
"Officers are investigating the circumstances of this tragic incident."
A spokeswoman for Dorset and Wiltshire Fire and Rescue Service said: "We were called at 3.14pm after reports that someone had fallen from height at Man O'War beach.
"We have crews from Bere Regis and Dorchester in attendance, along with a technical rescue team from Weymouth."
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