sparkling & new

Riddle’s New Store Brings Creativity and Convenience to Cust ers

Riddle’s Jewelry made the move from West Acres Mall to a freestanding store just across the street and Regional Manager Peggy Johnson hasn’t looked back.

“Now we’re more of a destination,” said Johnson. “And we can offer so much more space and selection.”

The move more than doubled Riddle’s Jewelry’s square footage and allowed the company to carry more inventory. The store has always stocked loose diamonds and a wide selection of mountings, but the new location helped them pick up new product lines, expand their repair service and showcase their merchandise in the most desirable setting.

That means more spacious aisles, a soothing neutral color palette and gracefully winding display cases filled with glittering diamonds, silver, gold and precious gems that sparkle in a space flooded with natural light.

“We’re getting some more pieces in that are a little more ‘wow’,” said Store Manager Amy Sylskar. “We have the best selection of Pandora jewelry in Fargo-Moorhead. We’ve been getting in a fantastic selection of high-end bridal.

BY ALICIA UNDERLEE NELSON SKYLOFT PHOTOGRAPHY

And vintage and antique-inspired pieces are still really popular.”

Riddle’s Jewelry also manufactures their own jewelry line at their corporate base in Rapid City, SD, which keeps prices down and gives the Riddle’s Jewelry customer even more options. “The store has something for every customer, from $25 items on up,” said Johnson.

The Riddle’s Jewelry customer

is looking for something unique, from delicate rose gold to smart and practical Swiss watches to glistening pearls from the South Seas of Tahiti. Johnson and Sylskar say their customers appreciate unusual diamonds as well.

We’re seeing a lot of the colored diamonds, the pinks, the chocolate, the black diamonds,” said Johnson. “They’re looking for something different so they can make it their own.”

For the truly creative, Riddle’s Jewelry has two full-time certified goldsmiths on site who can custom design any gold or silver piece that a customer can dream up.

They repair, clean and check any piece of gold or silver jewelry (whether it was purchased at Riddle’s Jewelry or not) and reset stones, which is a popular option for customers who want to update an engagement ring on a milestone anniversary, replace a lost diamond in Grandma’s ring or make a necklace or earrings new again.

All repairs are done in the store and pick-up and drop-off couldn’t be easier.

Customers can relax by the fireplace and enjoy complimentary refreshments in the cozy customer lounge. Those who are in a hurry – or have a car full of kids – can simply drop off their jewelry at the drive through window.

“We have people drop off their pieces and run over to go grocery shopping,” said Sylskar. “It’s just so convenient.”

The shopping environment, unique products and convenient and efficient services are all intended to make life easier for Riddle’s Jewelry customers, who the staff see as family.

“Jewelry is a sentimental thing and there’s always a story behind it,” said Johnson. “I’ve sold rings to moms and dads and now I’ve sold them to their sons. You go back to your jeweler because there’s trust there and you’ve built that relationship.“ [AWM]

Riddle’s Jewelry

4055 13th Avenue South Fargo, ND 58103 701-277-1494 riddlesjewelry.com