They play host to more than 300 independent boutiques, cafes and bars, and now the faces behind the medieval streets which make up Norwich Lanes are urging people to show their support.
It comes following the announcement that the area has been shortlisted for the Great British High Street Awards and will now go head to head with Glasgow and Bristol to win the contest's city category.
Duane Dibartolomeo, who co-owns Grosvenor Fish Bar on Lower Goat Lane with Christian Motta, said the team had already been supporting the campaign and were handing out leaflets.
He added that he was excited by the activity taking place around him.
Norwich Lanes, which has gone from strength to strength over the past few years, was nominated for the awards in September, but has only just received the news that it had made the final shortlist.
The awards are being run by the Future High Streets Forum – a group which advises the government on the challenges facing high streets – and the forum received more than 135 entries from across the UK.
High streets minister Penny Mordaunt said: 'We have seen a lot of enthusiasm for this competition.
'I've heard first hand on high streets around the country how proud people are of their streets and the value they place on them as an essential part of their community.'
With seven categories in total – coastal, market town, city, village, local parade, town centre and London – the entries were whittled down to a shortlist of 21.
A winner will then be selected for each category and will be announced in a month or so to win a share of £50,000 prize money and to receive dedicated support and mentoring from industry experts. High profile fashion bloggers Ruth Crilly and Sam Chapman have already taken to Twitter to show their support.
Ms Crilly, who tweets as @modelrecommends, said: 'Woo! @norwichlanes has been shortlisted for top #GBHighSt! My mate's @Birdcagepub is there, well done.'
And Ms Chapman, @Pixiwoos, tweeted: 'Great to see @norwichlanes nominated for #GBHighSt.'
• Do you think Norwich Lanes deserves to win? Write to Letters Editor, with full name and address details, at Prospect House, Rouen Road, Norwich, NR1 1RE, or email eveningnewsletters@archant.co.uk
How to get involved:
As part of the Great British High Street Awards people can get involved and show their support for Norwich Lanes in a variety of ways.
Although the judges have already visited the city this week, the shortlisted high streets – including the Lanes – are all considered against three criteria: innovation, collaboration and outcomes.
And your engagement with social media could factor into the final outcome.
• To show your support for Norwich Lanes take to Twitter using the hashtag #GBHighSt, and show a photo of your favourite place to go to at the Lanes. It can be your favourite restaurant or cafe or perhaps the best clothes shop.
• You can show your support by visiting the competition website at www.thegreatbritishhighstreet.co.uk. Here you can download a toolkit, get information on supporting your local high street and read about what makes our high streets so great.
• You can also show your support by printing out this poster (click here) and placing it in your window at home or place of work, or to find out more about Norwich Lanes visit the website www.norwichlanes.co.uk.
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