The owners of Elysium, a gothic clothing store on St Benedict's Street, and Hocus Pocus Apothecary, which offers modern witch supplies, are working together on a project that showcases each other's products through a series of photographic collaborations.

The work, where models are photographed using items from both of the stores, is to also raise more awareness about the area's punk and gothic culture.

One of the photos from the collaboration between Hocus Pocus and Elysium (Image: Supplied by Amy-Faith Pye)

Helen Shepherd, who owns Elysium and neighbouring Sin Sins Boutique of Love, said the street has continued to evolve over the years.

Helen Shepherd inside Sin Sins Boutique of Love in Norwich (Image: Louisa Baldwin)

She said: "It's lovely because lately there's been a rebirth of the gothic culture.

"You've still got all the record shops on this street and I remember I would come down from Yarmouth when I was a teenager and spend time here."

In the 19th century, the street was a bustling thoroughfare for medieval merchants and became the epicentre of Norwich's vibrant textiles industry. 

Painters at work on the exterior of The Plough, next door to Walter Mace's shops, September 22, 1960 (Image: Newsquest)

Years later, during the 1980s and 1990s, it became a hub for Norwich's art students, who would also regularly meet at the Indoor Market.

Rowena, who works at Elysium, which used to be a Home and Colonial Teas stores, remembers how the Norwich Art Centre used to host "wild club nights".

She said: "We've got the most fabulous street with an incredible history. I remember going to Raphael Crafts when I was a teenager. All the art students were here which is why there was a huge alternative culture."

One of Elysium's customers added: "Having this store here gives the vibe of the St Benedict's that used to be."

Rowena highlighted that St Benedict's is often overlooked and the street's unique businesses have become hidden away.

She said: "This is why we wanted to do the collaboration, to showcase what we do and so people know where to find us. It shows businesses working together."

Amy-Faith Pye, who owns Hocus Pocus, said: "The collaboration is just about making people aware that St Benedict's is coming back to life and we are doing what we can."

© Eastern Daily Press