Judging from advertising William Jones & Co (Bridgnorth) Ltd were drapers, hosiers, tailors, clothiers and undertakers located at Waterloo House (now Waterloo Terrace) in Bridgnorth. Like many drapers they may have diversified into wool sales and become an early department store. Their advertising goes back to the 1860s and they were wound up in 1866. The rug pattern book is undated, but probably from the 1920s-30s as a separate instruction leaflet refers to a booklet of 12 designs.

See Flickr where they can be downloaded at full resolution for your own use.