Rudell Jewellers is still one of Wolverhampton's gems 75 years after opening

Wolves director John Gough was among the guests at Rudell jewellers in Darlington Street.

The business was founded by Justin John Rudell on Valentine's Day in 1938, and to mark the milestone it has produced a commemorative pendant featuring a cross made from two letter "J"s.

Managing director Jon Weston, who took over from Justin's son Tony in 2010, said that it was a huge honour to be at the helm of such an important part of the city's history.

Tony Rudell died in 2011, at the age of 64, but Mr Weston said he learned a huge amount from the man he regarded as both his friend and mentor during his 24 years with the company.

"He was a massive influence on me, next only to my father," he said.

Mr Weston, who is 45, said Rudell's was one of the last bastions of the old Wolverhampton, which used to be dominated by independent family businesses. Attending the celebration were many longstanding customers and old friends of Tony, Justin and Justin's wife Etta.

Former magistrate Doreen Hill, aged 80, from Tettenhall, remembers meeting Etta for the first time at a charity function at Worcester Racecourse in the 1990s.

"My husband couldn't make it, and when I got there I thought 'what have I done?' I didn't know a soul there.

"Then this woman came up to me, but her arm inside mine, and said 'are you on your own? Come in with me'. That was Etta, and we became good friends."

She and her husband Francis, who is 78, have bought numerous items from the shop over the years. "What makes Rudell's special is the service," says Mrs Hill.

"The staff here know what you want, and only show you the things that you are going to like. They don't try to sell you things you don't want."