Steffan Suter, of Steffan's Jewellers in York Road, was labelled a "white hater" by one complainant after putting up the promotional flags as part of a campaign for a new punk-influenced line of jewellery.

But one of the flags was ripped down at the weekend, and several people offended by the monochrome design have gone into the shop to complain that the jewellers had "defaced" the national flag.

Mr Suter said the remaining flags would be taken down as a result of the backlash.

He said: "The first couple of times people came into the shop, we didn't really think much of it. One actually came in asking if the Queen or a member of the Royal Family had died. But then we got an email from someone at the weekend calling me a "white hater" and other offensive terms, and people seemed to be offended that we had defaced the Union Jack.

"When someone climbed up the building and tore one of them down, we decided it would probably be best just to take them down and replace them with red, white and blue flags."

The black and white Union Flags were installed to promote the jeweller's London Calling line, influenced by the 1979 album by The Clash. Mr Suter's son found a supplier on the internet who produced the flags for Newcastle United supporters.

He said: "Because these flags are made for football fans and used regularly at Newcastle United games, we didn't think anything of using them. Getting into racial arguments was the last thing on my mind when I put them up.

"We wanted something a bit more grungy and alternative to go with the punk jewellery and thought they were perfect for it."

The remaining flags outside the York Road shop and another store in Market Harborough were taken down yesterday to be replaced with the traditional Union Flag.