Friendly shop where you feel comfortable trying out a few guitars. I reckon you could probably even get away with a few bars of 'Stairway to Heaven' without having anything lobbed at your head. The shop is also extremely well stocked with a varied range and prices are competitive. Well worth a visit if you're in the North East.
Oh, and they had the guitar I was interested in on their website, and on the wall when I got there - unlike three other shops. I get the impression these guys only advertise what they actually have. A novel concept these days, but welcome.