The gorgeous display of pink and blue outfits acts as a beacon for Geordie mams looking to kit out their bonnie bairns.

It’s hard to miss Lily Jacques baby shop inside Newcastle’s Grainger Market which has been attracting families for a century with its huge range of clothes and accessories.

Karen King and Charlene Spearman became its new owners in April after taking over the business from Malcolm Vine, whose grandfather founded it. Karen has worked there for 34 years and in that time she has served generations of families who keep coming back for that “personal touch” they won’t find on the high street.

“It is nice that a small business has managed to keep going for that long,” Karen said.

“I now have customers who are grandparents and I served them when they were having their babies.

“You get people coming in all the time so you recognise them. You get to see three generations of families. It is lovely.

“I was only in my 20s when I started and now I am 63 with two sons and grandchildren of my own.”

She continued: “I am proud to be part of such a historic business. Customers know us and keep coming back and back. They want that personal touch as we get to know people and what they like.”

Charlene Spearman, 42, has worked at the store for 14 years and said Lily Jacques attracts shoppers from as far as Holland.

“I absolutely love working here,” she said.

“You see customers when they are pregnant and then you see the new babies that come along. Then you watch them grow. It is lovely.”

She continued: “People have come from Scotland and Wales to come and see us at the shop because they have visited before so they are returning customers. We have had people come from Holland who are returning customers. It is actually amazing how far they come from.”

While fashions may have changed in that time, Lily Jacques says that its traditional frilly dresses have never gone out of style. Newcastle-themed clothing and accessories are also popular items with proud Geordie parents. Many of the clothes are made in Britain and owner Karen knits a number of the items by hand.

“Traditional dresses never go out of fashion,” Charlene said.

“The frilly dresses with the frilly socks to match. Hand-knitted cardigans never go out of fashion.

“A lot of it is British made which is really good. We like to keep it British made as it is good quality. The hand-knitted cardigans people go absolutely mad for, especially for newborn babies. Karen does a lot of the hand-knitted items and I do a lot of the handmade hair bows and hairbands.

“People also go mad for the Newcastle items such as the hats and bibs even more so now the club is doing well.”

Lily Jacques also specialises in premature baby clothes for tiny babies who weigh as little as 1lb and supports the charity Tiny Lives at the Royal Victoria Infirmary (RVI) with a charity box.

“We get customers who come to us specifically for that because they can’t get them anywhere else,” Charlene said.

“It is rewarding to be able to give the public something that they want and need.”

Karen added: “It’s nice that we have returning customers and being here all these years makes us feel that we are doing something right.”

Lily Jacques is open Monday to Saturday from 9.30am to 4.30pm.