GENEROUS jewellers have smashed their fundraising target following a year of activities to support cancer patients.

Jacobs the Jewellers is celebrating its 70th anniversary and the team set an initial target of £70,000 for Royal Berkshire Hospital's Cancer Centre.

With the NHS also reaching the same milestone, it was a fitting gesture and one that has far exceeded expectations, with a minimum of £77,000 already secured.

This wonderful news was shared at the annual Christmas Jewellery and Watch Showcase held at The Hilton Hotel.

Adam Jacobs, co-owner, said: “It has been an amazing year for us. Our birthday celebrations have sparked so much interest and enthusiasm.

"We are grateful to our customers, team and suppliers for all their support. We won Reading’s Retailer of the Year back in September.

"I thought it would be hard to top, but knowing we have raised over our target does it. During the course of the year, we have heard from many customers who have been diagnosed or undergoing treatment with cancer. It really hits home how we can make a difference.”

The family-run independent retailer has delivered a raft of fundraising initiatives throughout 2018.

Mr Jacobs skydived from 10,00ft with four customers and the shop has sponsored both the Royal Berkshire Soapbox day and a charity golf event.

Steve McManus, CEO of Royal Berkshire Hospital NHS Foundation Trust, added: “This is a phenomenal amount of money raised by a phenomenal local business.

"The whole team aim to provide world-class healthcare and we couldn’t achieve it without the local community’s help.

"Our thanks now, and in the future, are heartfelt. We wish them, and the NHS, another 70 years in fine health.”

The £77,000 is a minimum amount, as further events are still in progress.

All proceeds from the 'Seventy for Seventy' project are going to the Royal Berkshire Hospital's Cancer Centre to purchase cutting-edge equipment for surface guided radiotherapy treatment.