William Ruser (1908-1994) was born in Philadelphia in 1908 and began his jewelry career at 17 working for Howard Hoeffer in the Atlantic City branch of Trabert & Hoeffer – Mauboussin. He worked hard and became the manager of the Los Angeles branch in the 1930’s. He always collected freshwater pearls buying them from a button manufacturer in Mississippi since he was 17. When World War II broke out he served the Army Air Corps and when he arrived home he set up his own business with his wife Pauline in 1947. Ruser Jewels opened at 300 Rodeo Drive, Beverly Hills and, because of location, was immediately recognized as an up and coming jeweler having to supply jewelry for actresses within a year of opening. His collection of Mississippi pearls would now become of use to him as for years they were disregarded for their irregular shape. Ruser decided to use the irregular shape and feature it to make creative jewels. This creativity helped sell inventory he owned for very little money. With the profits earned he worked in diamond and gem set jewels. So much so that he employed around 40 people during the 1950’s. He retired in 1969 and closed the business. He sold his shop to Van Cleef & Arpels at that time.