4 Generations · Trusted Since 1926

Alexandria's Diamond & Custom
Jewelry Store — Since 1926

Natural and lab-grown diamonds, custom-made engagement rings, and expert repairs — all under one roof at Willow Creek. Family-owned for four generations.

VISIT OUR SHOWROOM

Four Generations. One Alexandria Jeweler.

Craftsmanship That Shows

Craftsmanship That Shows

Every Jewelry is worked on by skilled hands — with precision, patience, and pride.

Family-Owned, Personally Invested

Family-Owned, Personally Invested

We treat your jewelry like it matters — because it does.

Clear, Honest Guidance

Clear, Honest Guidance

No pressure, no confusion. Just straightforward advice you can rely on.

Visit Our Alexandria Showroom

Address:

410 30th Avenue East #101
Alexandria, MN 56308
320-762-8735

Store Hours:

Mon – Fri: 9:00 AM – 5:30 PM
Sat: 9:00 AM – 3:00 PM
Sun: Closed

Holidays and weather events can impact our hours. Please check Google for updates

Start Your Custom Design

In-House Custom Design

Natural & Lab-Grown Diamonds

Shop Our Collections in Alexandria

Fine jewelry, bespoke design, engagement rings, and expert repairs — all under one roof at Willow Creek.

14KT Gold Ladies Diamond Ring

14KT Gold Ladies Diamond Ring

$4,905.00
14KT Gold Ladies Diamond Ring

14KT Gold Ladies Diamond Ring

$6,966.00
14KT Gold Ladies Wedding Ring

14KT Gold Ladies Wedding Ring

$4,635.00
14KT Gold Necklace

14KT Gold Necklace

$3,852.00
SHOP THE COLLECTION

Custom Jewelry Design in
Alexandria, MN

we specialize in:

Engagement Rings Lab-Grown & Natural Diamonds Jewelry Repair & Restoration Custom Pendants & Heirloom Redesign Ring Resizing & Cleaning
LEARN MORE

Four Generations, One
Alexandria Family

Paffrath Diamond Jewelers has been a fixture at Willow Creek for nearly a hundred years. What began as an enduring passion for fine craftsmanship has passed down through four generations of the same family — the same commitment to Ideal Cut diamonds, honest guidance, and custom work built entirely in-house. When you shop with Paffrath, you're not buying from a chain. You're being helped by the family whose name is on the door.
OUR STORY

Your Story Begins
at Paffrath

Book a private consultation at our Alexandria showroom, or stop by and see the craftsmanship in person. We'll help you find, or create, the piece that marks your moment.

GET DIRECTIONS

Real Jewelry. Real Stories.

Find the Stone That Feels Right

We'll help you understand the difference — so you don't just pick a diamond, you choose the right one.

Start Your Custom Design
Find the Stone That Feels Right

Natural & Lab-Grown Diamonds

Repairs Done On-Site

Four Generations of Trust

A Legacy That Still Guides Us

Since the beginning, our focus has always been simple — treat people right and stand behind every piece we create or repair.

That mindset hasn't changed. It's what built our reputation, and it's what continues to bring families back, generation after generation.

When you walk in, you're not just another customer — you're part of a story we take seriously.

Jewelry Services in Alexandria, MN

From the first custom design to the repair that keeps an heirloom in the family, everything happens under one roof at our Willow Creek showroom — handled by the same family of jewelers Alexandria has trusted since 1926.

Custom Jewelry Design

Custom Jewelry Design

The perfect piece doesn't always exist yet. Our jewelers design and build one-of-a-kind engagement rings, pendants, and custom pieces entirely in-house.

Diamond Consultation

Diamond Consultation

We walk you through cut, clarity, size, and value in a way that actually makes sense — so you know exactly what you're buying and why it matters.

Natural & Lab Diamond Guidance

Natural & Lab Diamond Guidance

We don't push. We explain. Natural or lab-grown — we help you choose what fits your values, style, and budget.

Jewelry Repair & Restoration

Jewelry Repair & Restoration

From resizing to full restorations, we treat every piece of jewelry like it matters — because it does.