for life’s special moments SINCE 1959
65 Years 65 Locations
1959—IT BEGINS Jesse and Joyce Riddle open the original Riddle’s Jewelry location in Webster, SD. EXPANSION Riddle’s begins expanding across several states and becomes unique by providing onsite repairs and custom designs in each store location. THE FACTORY In 1989, we open the factory in Rapid City, SD and begin producing Black Hills Gold and many other diamond and gemstone styles. CONTINUING TO GROW We expand again into 8 states with nearly 50 stores, and the 2nd generation takes the helm. NOVENTA ® DIAMOND We begin producing our exclusive 90-facet Noventa® Diamond in our factory, with 32 more facets than a standard round cut. 2024 AND BEYOND Today, with 65 stores in 10 states and the 3rd generation now part of the team, we are honored to have helped our customers celebrate over 60 years of Riddle’s Moments.
Since 1959, Riddle’s has been family owned and operated. With 65 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 know we are selling more than just jewelry—we are helping you celebrate life’s important relationships and events.
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.
Second and third generation family members (left to right): Loren Jensen–Director of Corporate Office, Dominic Schumacher–Mt. Rushmore Outlet Manager, Tamara Riddle-Schumacher–President of Manufacturing & Board Chair, Brett Riddle–President & CEO, Jesse Riddle–Regional Manager
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