The paper is devoted to the analysis of the objects of West European origin decorated with armorial bearings, found in the excavations of medieval Novgorod and dated to the late XIII and XIV centuries. The objects in question represent shield-like plates with images of “nettle”, lions and eagles, as well as objects of everyday use with lilies and lions. The analysis of these things in connection with the other finds of European origin contributes to clarifying our notions of the relations between Novgorod and Europe. The author puts forward a hypothesis about the trade competition between the Hanza Union and the Schauenburg count family from Holstein. In Novgorod the European things were mainly used by active middle class people, but not the patriciate. The acquaintance of Novgorod with the European heraldic symbols was not an isolated phenomenon; it took place against the background of growing penetration of new cultural elements from West to East Europe