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We are extremely grateful to have shared special moments with our customers including engagements, anniversaries, birthdays, and other memorable occasions for 6 decades.

Since 1959, Riddle’s has been—and still is—family owned and operated. With over 60 stores in 10 states, we truly are an American success story!

The secret to our success? An unwavering commitment to providing the very best customer service in the industry. We've long been an industry leader in jewelry technology and manufacturing. From our headquarters in Rapid City, South Dakota, we operate a thriving factory that produces many of our own jewelry designs—including our exclusive Noventa^® Diamonds and expansive line of Black Hills Gold. Like you, we believe that producing and buying products made in the USA is still the backbone of our strong country!

We are happy to be part of each of our local communities, and unlike large corporations, we pride ourselves in being able to cater to the individual customer’s unique needs and sense of style.

We are dedicated to providing fine quality diamonds and an expansive selection of jewelry with a discerning eye on design and workmanship, all at an exceptional value.

At Riddle’s, we know we are selling more than just jewelry—we are helping you celebrate life’s important relationships and events.

As our founder Jesse Riddle often said, “We are in the love business.”