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Dismissed11 June 20253355508

Beards The Jeweller, 70 Promenade, Cheltenham, GL50 1NA

Planning appeal 3355508 at Beards The Jeweller, 70 Promenade, Cheltenham, GL50 1NA (Cheltenham Borough Council) was dismissed on 11 June 2025 by Inspector Parsons J, by written representations. The main issue, as the Inspector framed it: Appeal A: whether the works preserve the Grade II listed building known as 66, 68 and 70 Promenade, its setting or any features of special architectural or historic interest it possesses and whether they preserve or enhance the character or appearance of the Cheltenham Central Conservation Area.

Various signage comprising 3 no. logos, 1 no. clock sign, 1 no. door handle sign and 1 no. projecting sign for a jewellers and watch sales shop

Authority
Cheltenham Borough Council
Appeal type
other · Listed Building Consent & Conservation Area Consent Appeal
Procedure
Written Representations
Development
retail · Other minor developments
Inspector
Parsons J
Postcode
GL50 1NA

Main issues, as the Inspector framed them

  • Appeal A: whether the works preserve the Grade II listed building known as 66, 68 and 70 Promenade, its setting or any features of special architectural or historic interest it possesses and whether they preserve or enhance the character or appearance of the Cheltenham Central Conservation Area
  • Appeal B: the effect of the advertisements on amenity, having regard to the listed building and Conservation Area

What decided it

The less than substantial harm to the significance of the listed building and Conservation Area caused by the brash, modern materials, colours and illumination of the signage could not be justified by the moderate economic benefits of brand recognition and retail viability.

What the Inspector cited

Development plan policies
Policy HE3Policy D1Policy D2Policy SD4Policy SD8
National Planning Policy Framework
Paragraph 215

How the Inspector dealt with each one is set out in the app, in order: the development plan, national policy, housing land supply, other considerations and the planning balance, beside the letter.

See how each was applied

The decision letter

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The authority’s record since 2016 · every decision in 2025

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The main issues, what decided it, the planning balance and the policies and judgments listed as cited are read from the published letter by Town Planner Pro and are our summary, not the Inspector’s words; the letter itself is the record. Contains public sector information licensed under the Open Government Licence v3.0. Research, not advice.

In the app this decision sits on the map beside every appeal around it, with its letter to read and the main issues, policies and judgments cited picked out.