Mrs. Marathon Pundit isn't sure, but she believes that a woman on the right is a friend of her mother's named Elza. If so, based on my guess of her age--that would mean that this photo was taken sometime in the 1950s.
The sign reads, Pļaviņas, which is a small town in the Vidzeme region of Latvia.
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Lonely Planet Estonia Latvia & Lithuania By Presser, B. (Google Affiliate Ad)