Founded in 1959 by Jesse Riddle in Rapid City, South Dakota, Riddle’s Jewelry has become an icon of the midwest. It remains family owned and the company currently has over 60 stores located around the country.
The Riddle’s Experience
This review required a road trip to write since the company don’t sell online and almost all the stores are located in the midwest. The store we visited was a typical jewelry store. It was nicely laid out if a tad dated. We were greeted immediately by a very friendly salesperson who was ready to help us. She offered opinions about different rings as we perused but was never pushy.
We found a very nice diamond in store. It was 1 carat J SI2 Excellent cut round diamond complete with a GIA certificate. The stone was set in 14 carat white gold and was available to buy for $5,999.
I have to say, the cut on the diamond was brilliant. Brilliance was also good and the inclusion wasn’t noticeable.
But how does the price of this diamond stack up to others? Well a quick look online and we found a similar diamond from James Allen for sale for $3750. That’s a fair bit cheaper than the Riddle’s store, but, as we have said before, you should expect to pay a premium if you se the diamond in person.
The Bottom Line
We were pleasantly surprised by Riddle’s. They were very good for a mall store and we were delighted to find a GIA certificated diamond. Of course, as we demonstrated, you can save a huge amount of money by shopping online at this diamond and engagement ring seller.