GOOD & SERVICES PAFFRATH JEWELRY

For 97 years – and four generations of family – Paffrath Diamond Jewelers has been serving the Alexandria lakes area. The store sells diamonds, gold and platinum jewelry, watches, precious gems and custom jewelry. They also have on-site repair and two goldsmiths.

QWho are the current owners and how long have they been in business?

APaffrath Diamond Jewelers is currently owned by Joel Paffrath and managed by Joel’s son, Jacob Paffrath.

QWho started the business and what year did it begin?

AJacob’s great-grandfather, Rudy Paffrath, started the business in 1926. The original location was the Willmar store.

QWho are all the previous owners of the business and what are the relationships between the owners?

AOriginal owners of the first store, Paffrath and Son Jewelers, were Rudy (father) and Lowell (son) Paffrath. Lowell Paffrath purchased the store from his mother, Katherine Paffrath, after Rudy passed away. The first owner of the Alexandria store, Paffrath Diamond Jewelers, was Lowell’s son, Joel Paffrath. Joel’s son, Jacob, would make the fourth generation of Paffrath jewelry store owners.

Q

As the current owners, why was it important to you to keep the family business going?

AIt is important to keep the family business going because we want to honor the hard work and time that the previous family members have put into building the business. We follow their example while, at the same time, adapting the business to the changes of the current time.

QHow has the business changed over the years? Any new locations, etc.?

AOver the years, the business has changed with new technology, modern tools and updated equipment yet we still rely on the hands-on artisan skills of talented in-house bench jewelers/goldsmiths to set diamonds and gemstones and to create and repair jewelry.

The addition of CAD/CAM (Computer Aided Design and Manufacturing) and 3-D wax printing has opened a beautiful door to creating even more custom jewelry than previously possible. The ever-changing modes of advertising and communication, like social media and detailed websites, allow us to interact instantly and easily with the public. Although communication has dramatically changed over the years, we feel the tradition of working face to face with our customers builds relationships that last longer than one lifetime.

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