Forgot Colleague's Name Again

I work at this small bookstore, and there’s this one colleague who greets me every day. We’ve worked here for years now, but I still forget her name almost every single time we chat. It's not like I don’t try or think it’s rude; it just never sticks. Today was the worst, she told me about a book she loves, and halfway through our conversation, I froze and had to ask again. I felt so embarrassed. I mean, how do you forget someone’s name after all this time? It's like the universe is playing an annoying practical joke on me.