William Dartnell (born Northampton in 1870) came to Rushden to work in the shoetrade. In 1901 he was lodging with Albert Hardwick, in Moor Road.

In July 1903 he married Mary Jane Linnitt, at Higham Ferrers, and soon after he opened a newsgents at 4 Station Road in a cottage owned by John Claridge.

He also traded at 147 Wellingborough Road, and in WWI a street shrine was erected next to his shop window.

In 1941 his assistant Joseph Leonard Parker was called up and served in the Tank Regiment. On his return he took over the business from William.

William & his wife both died in 1950.