Local Gem

Roth Brothers Jewelers Treats Customers Like Family

Writer / Angela Cornell

Photographer / Jubilee Edgell

It’s common to find a town of 5,500 people with a few businesses like restaurants, antique galleries, vendor malls and curio shops. However, Monticello can boast a business that few towns its size can. They have a jewelry store, Roth Brothers Jewelers, which has been around since the early 1900s, and has been family owned and operated since 1946.

The Roth family legacy began when Vincent “Sparky” Roth, a watch and clock maker by trade, purchased it. After World War II, his brother and veteran, Francis, joined the business, making it Roth Brothers Jewelers. “The majority of the business back then was different – it was pocket watches, wristwatches, flatware, specialty gifts and small kitchen appliances,” says Rusty Roth, who represents the third generation of the family involved with the store.

When Francis’ son Willie joined the trade in 1972, he worked to expand the jewelry side of the business, both in sales and repairs. By the time Willie’s sons Rusty and Greg joined in 2000 and 2002 respectively, the business had grown to incorporate a wider inventory and higher-tech repair services. “We still do clocks, watches, jewelry, and sales and services on all of those, but it’s evolved into a lot more jewelry with the trends and fashions and all that,” Roth says.

Even though so much has changed, one thing has not – they have always prided themselves on customer satisfaction. They also try to help customers have a relaxing and fun experience. “A lot of customers that we work with say that they felt comfortable,” Roth says. “We made somewhat of a nervous situation calm and comfortable – not as overwhelming as they thought it would be when they walked through the door.”

They sell a wide variety of jewelry beyond typical wedding and fashion rings. They also sell high-quality necklaces, bracelets, earrings, bridal gifts, money clips and more.

They also sell loose-cut and polished diamonds, unattached to any kind of jewelry. This is a way to ensure that the rings that leave the building are of the best quality possible. “Most of our engagement rings in the counter won’t have center stones in them,” Roth says. “We’ll leave them blank, and then when a customer comes in and likes that particular engagement ring, we can set any shape diamond or gemstone for that matter.”

Nor is the inventory limited to diamonds and engagement rings. Other types of gems can be set into rings or in any other type of jewelry, like mother’s and grandmother’s rings among others.

Their services are varied, ranging from appraisals and repairs to custom-made jewelry. After an initial consultation where the customer explains the kind of ring they want, often bringing pictures, the team will take it from there. They’ll make some computer-aided design renderings and send to the customer to approve. “They’ll give us their likes and dislikes, then if there are any changes we’ll make those changes,” Roth says. “Then we’ll have them review them again. Sometimes we’ll go straight from that process to making that ring if they’re ready.” If not, the process is continued until the customer is satisfied with what they see.

From that point, a 3D wax image of the ring is made for the customer’s final approval. “We’ll cast that into whatever metal they’re wanting,” Roth says. “After that – the finished product.”

Remaking jewelry is another popular service. “People bring in what they’ve inherited – heirloom stuff,” Roth says. “Grandma’s ring or grandpa’s ring. We melt those down and remake them into something that whoever receives them will actually wear. If someone receives a ring from their grandma or great-grandma that was popular in the ’50s, ’60s or ’70s, it’s usually a cocktail-like ring that doesn’t fit today’s fashion or attire.” Roth Brothers Jewelers can fashion it into something that does, and meets with high approval.

Helping customers through the process is one of Roth’s favorite parts. “I’m not tied down to one thing,” he says. “I get to wait on people but I also get to work on the jewelry. I get to work with the same people that I’m making it for, so it’s a full circle. It’s not just me selling it and somebody else making it. I get to bring you through the whole process.”

Roth Brothers Jewelers is located at 109 West Broadway Street in Monticello. To learn more about their products, visit them online at rothbrosjewelers.com, or reach out to them by calling 574-583-7371.