A famous Swindon business wants to celebrate a momentous anniversary with all flags flying.

Deacons the jewellers in Wood Street will celebrate its 175th anniversary of trading in Swindon, and it has lodged an application for permission to pit up two flagpoles on the front of its shop to fly flags to celebrate that amazing achievement.

Because the Wood Street shop is a Grade II-listed building which is also inside the Old Town Conservation area the business has had to ask for special permission over and above the normal permission it would need to have advertising

The application says: “Deacons is soon to celebrate its 175th anniversary of providing a professionally run and successful family business.

“To celebrate the occasion, two individually designed flags - one with “175 years” and the other flag with the Deacons logo - a ‘paw print’ - are proposed to mark the occasion in January 2024.”

The flags, as shown I the application, are a deep blue with gold lettering.

The white aluminum poles and brackets to hold them would be placed on either side of Deacons’ main building at 11-13 Wood Street, situated between the windows on the first and second floor.

The company’s application points out that there are already brackets for flagpoles at those points on the building but says they will be removed: “There are currently two cast iron flagpole brackets fixed to the front facade which are to be removed, so historically flagpoles and flags were on the building.”

Indeed, the Deacons’ application makes the point that flagpoles and flags are already important in the make-up of the conservation area and adds: “The proposals are sympathetic to existing listed buildings and surrounding area.

“There is no overbearing impact and the proposals do not result in any substantial harm to the existing property, nor does it negatively impact on the character and appearance of the conservation area.”

The jeweller and watch seller in Wood Street was opened in 1848 by George Deacon who had been an apprentice clockmaker.

It is still in family hands, owned by Richard Deacon, George’s great-great-great-nephew.

Richard said recently that George has been both lucky in his choice of location, but also very astute, recognising Swindon as a growing town during the industrialisation of Britain, but also realising that north Wiltshire had a prosperous agricultural sector which would be a good source of regular custom.