Riddle's Jewelry Riddle's Jewelry

written by Gabby Sudenga & photos by Sarah Grassel

Since 1959, Riddle’s Jewelry has been dedicated to helping customers celebrate life’s important relationships and events.

Founder Jesse Riddle was an entrepreneur at heart and held a love for jewelry. To fuel his passion, he worked in a local jewelry store and attended jewelry school before continuing to earn his business degree from the University of South Dakota

Jesse combined his long-time love for jewelry and entrepreneurial spirit when he opened the first Riddle’s Jewelry store in Webster.

As the company began to expand, Jesse sought help and formed a partnership with his brother, Bob Riddle. Soon after, more family members joined the business, and the rest is history with second and third-generation Riddles taking the helm.

Sixty-four years later, Riddle’s Jewelry remains a family-owned business, with 65 stores across South Dakota, North Dakota, Wyoming, Montana, Nebraska, Iowa, Minnesota, Kansas, Colorado, and counting.

Brett Riddle, current president and CEO, says his father was always passionate about his work and therefore never worked a day in his life.

“He worked incredibly hard, but to him, it wasn’t work,” recalled Brett. “He loved what he did and his family.”

At a young age Brett and his sister Tamara Riddle-Schumacher, board chair of manufacturing, dipped their toes into the jewelry business. After college, the siblings entered the family business as full-time employees in 1991.

Brett began his career hands-on in the stores as a regional manager, but quickly shifted gears into purchasing merchandise and property for the company.

“I worked and traveled to our various locations in the beginning, while my sister started more in the diamond buying and design,” explained Brett.

As Riddle’s Jewelry continued to rise rapidly in retail, the company decided to expand in a new direction and enter the manufacturing world. In 1980, the company opened a factory in Rapid City to produce Black Hills Gold and create its own diamond and gemstone jewelry.

In an effort to expand within the manufacturing business, the family began to purchase properties and other jewelry manufacturers.

“We were always Mount Rushmore Gold , but we continued to grow by purchasing Rushmore Gold , South Dakota Gold , Landstroms Black Hills Gold Company, and Black Hills Gold by Coleman,” said Brett.

With recently purchasing a diamond wholesale company, Brett also spoke of their growth within the wholesale industry.

“We currently have 15 representatives that work with over 1,200 different jewelry companies to sell diamonds, gemstones, silver, charms, and our Black Hills Gold,” he explained.

Brett reflects while building and expanding a business can be difficult, the Riddle family ensures they work closely with one another to achieve their goals.

“We couldn’t have done it without the great people who work with us and our amazing customers,” said Brett.

Riddle’s Jewelry strives to serve its customers in whatever way possible, whether it be through in-house jewelry repairs, or stone setting, and selling them beautiful jewelry.

“We want our customers to feel like we’re here for them,” said Brett.