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Belong Newcastle-under-Lyme

Belong Newcastle-under-Lyme provides 24-hour nursing and dementia care facilities for 72 residents in six households and 28 apartments for independent living, along with a range of community facilities.

It boasts an extensive village centre, including bistro, exercise studio and therapy room and also a unique Heritage Gallery housed in the historic Grade II listed building that has been distinguished throughout the years as Samuel Bell's Pottery, The Old Pomona Inn and most recently the iconic Maxims nightclub, which closed in 2006.

Thanks to National Lottery players, the Heritage Lottery Fund has awarded a £1.8 million grant to transform the once derelict building into the Belong Heritage Gallery.

The gallery is integrated within the village centre and aims to link the past and present through shared memories, experiences and reminiscence. It will form the base for Belong's Experience Days service, specialist day care for older people, and aims to become a dementia centre of excellence.

Featuring Samuel Bell's tea room, a recreated Old Pomona Inn with licensed bar, a reminiscence room, craft and activities room and hair salon with nail bar, the gallery offers a range of activities and opportunities for people to engage with local heritage.

For people looking for support in their own homes, we offer an award-winning home care service, Belong at Home.

Who to contact

Contact Name
Peter Norman
Contact Position
General Manager
01782 986300

To find out more, please contact us on 01782 986300, or email Or to find out more please visit:

Where to go

Belong Newcastle-under-Lyme incorporating the Belong Heritage Gallery
65 Lower Street
ST5 2RS Get Directions (This link opens in a new tab)

Other Details


Table of costs
Table of costs
AmountCost Type
£1045.00 per week
Service is Free
Prices quoted are for 24-hour care in a household setting and will be higher depending on a personal assessment. Contact us for further information.


Referral required
Other notes

Since the Covid-19 outbreak, we have implemented a range of measures and best practice to ensure a safe environment and support, compassionately provided by a caring and dedicated team.

Moving into a care setting can be daunting at any time, and we recognise that it may be even more so at the moment.

To provide reassurance about what to expect when moving into a Belong village at this time, we have produced a guide to move-ins during COVID-19.

You can also read the latest assessment from the Care Quality Commission regarding the village’s handling of the Covid-19 crisis, confirming the situation is being managed well. It covers:

  • Safe Care and Treatment
  • Staffing arrangements
  • Protection from Abuse
  • Assurance Processes, Monitoring and Risk Management

You can view the full assessment here: CQC Assessment for handling of Covid-19.

We trust this will answer many of your questions, but please do not hesitate to call us on 01782 986300 or email

DBS Checks

Have staff or volunteers been DBS (CRB) checked?
CQC Specialisms
Caring for adults over 65 yrs
Caring for adults under 65 yrs
Physical disabilities
Last updated: 26 Aug 2020
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