Hanley store is offering 50% of new items in its retirement sale.
Bucks Jewellers in Henley will close its doors in December after 143 years trading in Hanley, Staffordshire.
Manager Lauren Bucks took over the family-run business, which was founded by Arthur Frederick Buck in 1869, in 2009 after her father Philip Frederick Buck was diagnosed with cancer in 2009, but has decided to close it down this Christmas.
Buck told local newspaper The Sentinel that she had written to the store’s regular customers to tell them of the impending closure.
She told the newspaper: "We had people coming in and crying to us saying how sad they will be to see us go. We often have people who are in their 70s and 80s telling us that they bought their first pieces of jewellery from us for their 18th and 21st birthdays. It will be a sad day when we shut for the last time, but we just felt it was right to do it now.”
To clear stock Bucks Jewellers is now hosting what it has dubbed a "retirement sale". The store is selling off new stock at a discount of 50% and pre-owned stock at a discount of 20%.
Bucks was set up in 1869 in Lamb Street in Hanley, but the company relocated to its current premises in Picadilly after Frederick Arthur Buck, son of the founder, took over the company. In the 1960s the jewellers became the first and only official Rolex agent in Staffordshire and remained so until June this year.
In 2008 the business went through an extensive rebrand and invested in a showroom refit.