A previously barren shopping district is hoping to turn its fortunes around and rival that of the city centre's already established premises.
Hall Road, located just outside the city centre in NR1, has seen a spate of new independent businesses open up after the area was filled with empty shop fronts during the pandemic.
Those who have entered the locale have said that business has been rife and hope that the uptick in customers will persuade more businesses to join them.
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William Owen opened his doors to the public on April 1 with his independent business, Baby G Vapes.
He said: "This area has such a great community feel to it and we all tie in together. I used Aerospace to do our signs when we arrived - everyone has been very warm and welcoming.
"I'd like to see more shops around the corner from us occupied with businesses as I think this has the potential to become a really busy shopping area."
The first shop to start the run of ongoing businesses along Hall Road was All-Sorts, which stocks a range of low-cost household and cleaning products.
Darion King, manager of All-Sorts, said: "It's great to see more shops opening up along the road, especially compared to when we first arrived six months ago.
"We hope to inspire some optimism for people around Norwich, attracting more businesses to join us here and become a go-to shopping district."
The resurgence comes after city pub, The Freemasons Arms, was bought for £250,000 at auction and recently opened after a huge revamp.
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Darren Pritchard is another to set up shop in Hall Road, on January 3, with his independent printing business Aerospace Graphics.
The 54-year-old added: "I've done signs for the shops along the road here - the whole area has a really nice, community vibe to it.
"I wasn't sure what to expect when I arrived, especially opening up an independent shop but business has been good and it's got potential to be a really busy area."
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