Located in the small town of Preili, the shop called "Ūga" (a Latgalian word meaning "berry") opened a couple of years ago to unite 40 producers and craftsmen under a single brand, "Latgolys Ūga" and has now been given an upgrade.
As well as distinctive local food, drink and crafts, the shop provides an interactive experience explaining Latgalian identity to those not familiar with it, says shop owner Aigars Zīmelis.
"It is the first modern and interactive Latgalian shop," says Zīmelis.
"We are Latgale to the core and and it is very important for us to strengthen this identity. In realizing this project we've got to know lots of different producers who have chosen Latgale as their location. We are not just selling, we also come together to talk and discuss things," says Zīmelis.
The "Latgolys Ūga" (Latgale's Berry) brand has already attracted plenty of publicity - not least because it name, rendered in the Latgalian language is quite distinct fro the Latvian way or writing the same thing: "Latgales Oga."
Hopes are high that the store will bring cash into the local economy as well as spreading the name of Latgale beyond its borders.
June 22 sees a special event from 18:00 to mark the relaunch featuring Latgalian song and dance, tastings sessions, Latgalian writers
