An established jeweller has retired from the business after 45 years.

Vera Lubin, of Shelina Jewellers, in Old Church Road, Chingford, grew the establishment with her late husband Godfrey, who came out of the RAF and started making fine jewellery. 

Since its inception, Shelina has been renowned for offering body piercing, a service Mrs Lubin started in 1970 due to popular demand.

Together, the couple from South Woodford designed costume-made jewellery out of overstock which Mrs Lubin claims her “jewellers was the first in England" to do so. 

They also travelled to America and Europe buying precious gems, silver and gold which appealed widely to the clientele of Chingford Mount.

After her husband died in the 1990s, her son Robert Lubin came into the business and has worked beside her ever since. 

The building itself is one of the last remaining Victorian houses in Old Church Road and was formerly known as Finlays – a kiosk, barbers and hairdressers.

Its clientele over the years has included David Beckham’s family, particularly his mother Sandra, pop singer and former glamour model Samantha Fox, and Capital Radio DJs in the 1990s.

She said: “From the beginning we were praised for being different, for being the first in Chingford to offer body piercing.

“The jewellers started off alongside many family-run business but they have gradually disappeared over time.  

"The onset of internet shopping and Westfield in Stratford has made a considerable difference to the High Street but we have always tried to go that one step further. 

"Shelina’s is the oldest family-owned shop in Old Church Road and I could not think of a better person to continue my legacy than my dear son Robert. 

"The clients love him, he is the favourite face of Shelina."