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Celebrating Our New Royal Warrant From HM King Charles III

Celebrating Our New Royal Warrant From Hm King Charles III
Posted in: News & Events

We’re very proud to announce that in May 2024 Farlows was honoured with a Royal Warrant from His Majesty King Charles III, replacing the previous one held from HRH The Prince of Wales. It’s testament to our longstanding commitment to excellence in the products we provide, as well as our environmental and sustainability practices.

Royal Warrants are only granted to a select number of organisations providing goods or services to the Royal Household, in our case as Suppliers of Fishing Tackle and Waterproof Clothing. The criteria for qualification is notoriously strict. Amongst other things, applicants are also required to demonstrate that they have an appropriate environmental and sustainability policy and action plan.

ROYAL WARRANT HISTORY

There are currently over 800 Royal Warrant holders, representing a huge cross-section of trade and industry, from individual craftspeople to global multi-nationals, from dry cleaners to fishmongers, and from agricultural machinery to computer software.

The history of the Royal Warrant can be traced back to medieval times, when competition for Royal favour was intense and the Monarch had the pick of the country's best tradespeople.

By the 15th century, the Lord Chamberlain, as head of the Royal Household, formally appointed tradespeople with a Royal Warrant of Appointment – a practice that continues to this day.

The outside and front door of Farlows iconic store at 9 Pall Mall, LondonThe outside and front door of Farlows iconic store at 9 Pall Mall, London
Farlows iconic store at 9 Pall Mall, London

In the 18th century, Royal tradesmen began displaying the Royal Arms on their premises and stationery - an early and effective form of consumer facing marketing. In 1840, the Royal Warrant Holders Association was formed, to ensure the continued existence of the Royal Warrant as a treasured and valued institution.

Warrant letter writing with fountain penWarrant letter writing with fountain pen
Image credit: The Royal Warrant Holders Association

GIVING OUR CUSTOMERS THE EDGE

1840 was also the same year that our company was founded by Charles Farlow. For over 180 years we have been defined by a relentless pursuit of excellence in the products we sell and the service we provide, coupled with a desire to push boundaries and to innovate (our founder had 14 patents to his name). We employ cutting-edge technology in conjunction with traditional values, with the emphasis upon sustainability and being 'made in Britain.' Everything we do - and have ever done - aims to provide country sports enthusiasts and lovers of the countryside with the very finest products, advice and service, to help give them the edge.

A look at the Farlows newly refurbished store interior from the 2nd floorA look at the Farlows newly refurbished store interior from the 2nd floor
Our newly refurbished store interior, unveiled in March 2024
The exterior of our Pall Mall store featuring our previous warrant from HRH The Prince of WalesThe exterior of our Pall Mall store featuring our previous warrant from HRH The Prince of Wales
The exterior of our Pall Mall store featuring our previous warrant from HRH The Prince of Wales

OUR ENVIRONMENTAL COMMITMENT

As a business, we are wholeheartedly committed to helping the environment. Following on from PLANETMARK BUSINESS CERTIFICATION for The Farlows Group Ltd (which owns both the Farlows & Sportfish brands) in 2022, we’re proud to announce that in our first year we have reduced our carbon footprint by 7.6% and have been certified for another year. We remain committed to cut this by at least 5% every year, to help reduce our impact on the planet and society, striving for net zero carbon emissions by 2030. 

We are also proud to actively support 4 KEY CHARITIES in whatever ways we can to help the conservation of fish and rivers, to promote sustainable shooting and to encourage new audiences into the sports we love:

PlanetMark Certified Business LogoPlanetMark Certified Business Logo
Wild Trout Trust, Atlantic Salmon Trust, Angling Trust, Game & Wildlife Conservation Trust LogoWild Trout Trust, Atlantic Salmon Trust, Angling Trust, Game & Wildlife Conservation Trust Logo

His Majesty King Charles III is a Patron of two of the charities we support – the Atlantic Salmon Trust and the Game & Wildlife Conservation Trust. Perhaps no surprise given his long held environmental & sustainability beliefs and love of salmon fishing.

A LIFELONG PASSION

HM King Charles III was taught to fish as a child by his parents and became an avid angler. Although he has fished in Canada, New Zealand, the Mediterranean and the Caribbean, he especially loves fly fishing for salmon on the River Dee on the Balmoral Estate in Scotland (and occasionally the Spey). It’s where he taught his sons Prince William and Prince Harry to fly fish. He fishes for the same reasons we all do. As patron of the Flyfishers’ Club of London, in the foreword of its 1984 centennial history he wrote:

“There will always be the same joy, as long as stretches of river remain flowing through unspoilt countryside, of a day spent with a fly rod in perfect solitude . . . proving that there is more to fishing than just catching fish.”  

That said, the sheer thrill of a salmon on your line is also one of the reasons many of us do it. According to a 2017 article in the Dail Mail, a royal photographer remarked that the then Prince of Wales:

“plans to extend his summer holiday at Balmoral for an extra week because the fly fishing is so good”.

If you watched the Netflix series 'The Crown' you will have seen Prince Charles (played by British actor Josh O’Connor) salmon fishing in Season 4, set in 1979. The observant among you might even have noticed that the reel he was using was a Farlows Dee, provided by former Chairman of Farlows Richard Hewitt, now owner of Thomas Turner Fishing Antiques.

HRH Prince Charles salmon fishing.HRH Prince Charles salmon fishing.
HRH Prince Charles salmon fishing. Credit: Rex Features
British actor Josh O’Connor playing Prince Charles fishing in Netflix series “The Crown”British actor Josh O’Connor playing Prince Charles fishing in Netflix series “The Crown”
British actor Josh O’Connor playing Prince Charles fishing in Netflix series “The Crown”

THE KING OF FISH

In October 2023, after 70 years of Queen Elizabeth II appearing on our coins and following the King’s coronation, 8 new coins were introduced by the Royal Mint.

Not surprisingly, their designs were all based around a conservation theme and include a hazel dormouse, red squirrel, oak leaves, capercaillie, puffin, bees and wild flowers (a rose, daffodil, thistle and shamrock, to represent all parts of the UK). And of course an Atlantic salmon.

The new 50 pence pieceThe new 50 pence piece
The new 50 pence piece

Helping to protect the endangered Atlantic salmon is something that HM King Charles III has been doing for many years with his support of conservation organisations such as AST & GWCT. When the Missing Salmon Alliance was launched in 2019, the then Prince of Wales said in a video message to the Forum launch:

“The very future of a species that has been swimming in our oceans and seas for over 6 million years will be in jeopardy … We simply cannot allow this to happen in our lifetime.”

His Majesty’s video message at the launch of the Missing Salmon Alliance in 2019His Majesty’s video message at the launch of the Missing Salmon Alliance in 2019
His Majesty’s video message at the launch of the Missing Salmon Alliance in 2019

FLIES FIT FOR A KING

To celebrate the Coronation of King Charles III, we asked Farlows customers to vote for the top 12 salmon flies they thought he should have. Interesting to note that the HRH, the winner of a fly tying competition to celebrate the late Queen’s Diamond Jubilee a few months earlier, just made the cut at #12 - HRH Salmon Fly Single - 100% of the net revenue generated from sales of The HRH are donated to The Atlantic Salmon Trust).

We then presented His Majesty with a bespoke commemorative fly box, handmade from English oak, walnut and elm and holding the winning 12 flies. We actually had two identical boxes made at the same time, so we could auction the second one later, with all the proceeds to be donated to The Atlantic Salmon Trust.

The winning 12 salmon flies, together with the % of votes they receivedThe winning 12 salmon flies, together with the % of votes they received
The winning 12 salmon flies, together with the % of votes they received
The front of the bespoke fly box for the Kings Salmon Fly CollectionThe front of the bespoke fly box for the Kings Salmon Fly Collection
The front of the bespoke fly box

WIN THE OTHER FLY BOX

To celebrate being honoured with our Royal Warrant from HM King Charles III, there could be no better time to launch the auction. There are only two King’s Salmon Fly Collection boxes in existence. His Majesty has one and you could own the other, complete with the 12 winning flies.

To enter the “blind” auction, simply visit our auction page here and enter your best bid before midnight on 31st August 2024.

The winner will be the highest bid and notified the following week, and we’ll announce it on our social channels (please advise on the entry form if you’d rather remain anonymous). 100% of the proceeds from the winning bid will be donated to the Atlantic Salmon Trust. Good luck!

2024-06-03 15:13:00
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