When you think of Chepstow, the first things that comes to mind is probably the castle, walls, Norman church or pretty much anything historical.

But the ancient market town nestled on the River Wye is fast developing a reputation for its independent shopping scene.

A stroll down High Street and St Mary’s Street in the centre will reveal a clutch of eclectic shops which seem to be thriving despite the difficult retail environment.

Valerie Morgan, 59, has owned the vintage and second-hand shop Serendipity on St Mary’s Street in Chepstow for nine years.

“Chepstow has a lot of things going for it really. There’s certainly a lot of characters here,” she said.

“I know when I’m shopping I would rather go somewhere that is independent.

“People can tell the owners of independent businesses really care about what they do.”

Herbert Lewis Department store on High Street has been a Chepstow institution since 1878 and has been run by the same family ever since it opened.

Department manager Michelle James, 25, has worked at the store for five years and says it’s the personal service that gives independent stores in Chepstow the edge.

“All of the people who work here are local, so the customers know them really well,” she explained.

“I like to think we’re friendlier than chain retail branches as a result. It’s about building a community and getting to know the customers.

“Customers definitely like how long the store has been here, and that it has stayed in the same family too.

“I love working here, and I love the customers because they all come in and have a chat. You won’t really get that in bigger stores.”

Sarah Whitty, 36, works at the popular St Mary’s Street gift store Country Clutter. She says it’s the atmosphere which keeps customers coming back.

“The service we provide is definitely more personal that a lot of bigger brands and chains. It’s what keeps people shopping locally.

“We are on first name basis with a lot of our customers too. But Chepstow also has lots of visitors and tourists because of the history of the place, and a lot of them want something different and independent when they get here. Everyone in Chepstow makes such an effort to be independent. With the bridge tolls going there are a lot more people moving here who want something different.”

Matthew Taylor, 47, has owned Chepstow Book and Gifts on St Mary’s Street for the last 12 years, and thinks Chepstow draws in customers because of its good mix of shops.

“This is quite an interesting part of town really, and the local people as well as visitors like to shop here,” he said.

“We do have big chain stores in the town too but the independent scene definitely makes for a good mix.

“I think it’s an engaging shopping experience. You have people here who own their businesses and who put a lot of passion and know-how into what they do.”