New entrepreneurs are hoping to buck the national trend of the dying high street and bring a buzz back to Fakenham.
In the space of two days, a jeweller and a milliner will be officially opening their stores near Fakenham's high street, with a picture framer and an upholsterer also on the way.
The new entrepreneurs are hopeful their workshops and products will breathe new life into Fakenham and persuade customers to leave online shopping for a trip to the town centre.
"Shopping on the high street isn't dead," said Pat Brown, whose business, The Extraordinary Hat Company, will be opening on Thursday, August 15 on Norwich Street.
She said: "I feel there is still a lot of life left in high street shopping.
"People still want to experience fabrics and textures in a shop, and that's something online shopping can't yet replace."
On Saturday, Claire Howard will be officially opening her jewellers of the same name just a three-minute walk from Ms Brown.
She agrees with Ms Brown's sentiment.
Mrs Howard said: "I work in my shop as well, which I think is a huge help because people can see me through the window.
"Then they come in and learn how my pieces are made.
"It just gives them a greater appreciation for what they buy because how many people can say 'I saw the jeweller make my piece'?"
Some might say a challenge independent shops face is competition from discount price stores, like QD which has a branch just around the corner from Fakenham's high street.
However, Mrs Howard advocates for competition and believes it is what encourages greater footfall.
She added: "We can't cater for everyone.
"I know there are people who will never come into my shop but competition is what keeps customers browsing the area, which is great for the high street."
Venetia Strangwayes-Booth, who has been running Venetia's Yarn Shop since 2021, said: "I do believe that people still love the experience of stopping for coffee, having a chat and window-browsing so I think more shops opening is brilliant, and just what Fakenham needs."
But what do potential customers think?
Some are sceptical and feel independent shop prices are out of budget, while others hope they will replicate the same vibrancy Fakenham boasts on market Thursdays.
Sarah and Patrick, both 67, would like to see Fakenham return to the "buzzing town" it once was. "This town really comes to life when there are people out and about, like on Thursdays. It creates such a nice vibrancy.
"It makes you wonder what we're missing compared to places like Sheringham or Holt but I think we lack a variety of shops.
Tony Tilley, 62, who was on his way with Josie Stearman, 63, to QD for a sewing kit, said: "We usually pop down to Dereham if we need anything because the choices are better.
"And the prices tend to be cheaper, which also gives us more choices.
Ms Stearman said: "Of course we'd love to see more independent shops but maybe some more clothes and shoe shops is what the town needs."
Judith Smythe, 82, said that the one aspect stopping Fakenham from reaching its full economic potential is 9 Norwich Street, which has remained shrouded in scaffolding since 2019.
"Honestly, it is so great to see new businesses opening up along this street, but the one thing keeping people away is that building."
Ms Smythe, who runs the Rosemary Rooms, a dementia support group, said: "Once something is done about that, I do believe more people will visit the area and more businesses will open on this street and stay."
Also due to open their stores in the town are picture framer Shane Hyde, who will be on the first floor of Venetia's Yarn Shop, and Sarah Pearce, who will be opening her upholstery business at the beginning of September.
What will the Extraordinary Hats Company offer?
Pat Brown will be opening her new shop in 19 Norwich Street on August 15 at 10am.
The premises used to be a craft store, which closed in 2023 due to rising costs.
Ms Brown said she hasn't been able to stop smiling since her rent application was approved.
The style of her hats range from steampunk and Ascot to fascinators and fedoras.
"My goal is always to treat each piece as a work of art.
"We love doing the different. I'd describe the business as luxury and quirky.
"I love to see our customers feeling glamorous and elegant."
The shop will also be home to Ms Brown's workshop where customers can witness her millinery craft.
"I welcome customers to join in our workshops.
"I never thought I'd hear someone say that they'd proudly wear something they made. It brings me so much joy."
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