Nestling in the Tyne Valley, Corbridge has long been known as a place to visit and to shop.
Now, it has another aim: to become one of the country's first 'dementia friendly' communities.
The scheme is co-ordinated by the charity, the Alzheimer's Society. It wants to create a network of towns, cities and villages where people with dementia can feel safe and supported.
One of the first priorities in Corbridge has been to provide training for traders, giving them guidance in assisting someone with dementia.
Joyce Anderson, who runs a jewellery and clothes shop, is among those to receive the informal training. She says the aim is to treat all customers with dignity and respect.
An estimated 800,000 people in England, Wales and Northern Ireland are living with dementia. The brain condition can lead to memory loss and can also affect thinking, problem solving and language. The Alzheimer's Society is concerned that many people with dementia become isolated.
Ken Clasper has lived with dementia for many years and now helps to raise awareness of its effects. He says shopping can be a daunting experience.
While Corbridge is not alone in working towards dementia friendly status, it is seen as a flagship for the countrywide project.
As well as helping people while shopping, there are plans for an assisted walking group as well as 'dementia friendly taxis', to cut out the worry for people when they order a lift.
Watch my report on Corbridge's progress so far: