Julie Cameron opened Swallows in 2017 at 24a Market Place in North Walsham, serving cakes, filled rolls and light lunches from a small unit in the town centre. As trade grew, she relocated in September 2020 to larger premises nearby at Brentnall House on Vicarage Street, later expanding further into the neighbouring unit to add seating. The shop remains a one-owner business rather than part of a group, and it keeps to weekday and Saturday-morning hours rather than opening on Sundays. Cakes and savoury bakes are made on the premises. The move from Market Place let her keep the original shop's regulars while adding covers for the lunchtime trade, and Swallows has continued trading at the Vicarage Street site since the expansion, drawing custom from shoppers and passing visitors alike.
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