Richard Deacon's family, who have run a jewellery business in Swindon since the 1850s, also put up the first ever public clock in Swindon.

The fact Mr Deacon has had this unbroken link with the town allows him to have opinions which are at the best are well informed and at least worth listening to.

He is of the sixth generation of his name to run his shop and he cares deeply about his town wanting to make sure that his business will survive for another 150 years at least.

The Old Town shop is one of six branches, with the others being in Marlbrough, Tetbury, Wootton Bassett, Highworth and Faringdon.

But you can tell that Swindon is where his heart is and he speaks with great passion. It's no surprise that since he has been chairman of the Old Town Business and Professional Association that this part of the town has improved.

"I think you can go back to when we extended our Chrsitmas light scheme," he said.

"It cost £20,000 to do but more people realised that we had something worth having up here in Old Town and they liked it.

"Now we have some really good shops in Old Town and, despite what some people might think, it is more than possible to park here at any time of the day.

"There are plenty of spaces behind the shops in Wood Street and now that we have controlled parking on the street it's pretty easy.

"So there's no excuse for not coming and seeing us."

How about making Wood Street pedestrianised?

"Absolutely not. To have a healthy shopping area you need traffic going through it,' he said.

"I actually believe places should be pedestrianised only when people are slipping off the pavements and into traffic."

Now that the core area in Old Town is just about done with some good and attractive developments there's obviously more to come.

"We've got a new shop coming soon and that's going to be next to me and that it's going to be high fashion so the good work continues."

Mr Deacon realises that he has plenty of battles to fight with developers, the council and sometimes other shopkeepers to make sure that Swindon gets the best.

"If you look at the link between the old part of the town and the new, the link itself is in a desperate need of revitalisation," he said.

"This road which runs from north to south is a vital artery in the body which is Swindon.

"I want Swindon to become a city but we won't get that status with a place which is divided.

"There has to be a link between the old and the new to draw people in both directions and the council must do what it can and more.

"On the transport front I find it amazing you can't get a bus from the Outlet village to Old Town.

"People have spoken about having a new tram system here and I would love to have trams operating here.

"I know it's going to be expensive. But say if it was painted in old GWR green colours it would be an attraction.

"We are basically a railway town and we should keep that link. People will come from miles to see a tram system and the town will naturally benefit."

Mr Deacon also supports bringing Bath University to Swindon but says Coate Water is not the ideal place.

"To me the best place would have been the Burmah site off Pipers Way. I think it would have been ideal," he said.

"We still have a skills shortage in Swindon and I want people to stay here and spend their money in our town.

"Too many people work in Swindon and live elsewhere and this takes the wealth outside into another area.

"So as well as more homes, we want better homes; better jobs and a better town centre with better shops."

Mr Deacon has just turned 40 and he hopes that by the time he's 50 these dreams will have been realised.