Paffrath 100 | The History of Paffrath and Son Jewelers
A Century of Craftsmanship, Family, and Community
For 100 years, Paffrath & Son Jewelers has been part of life’s most meaningful moments; Proposals, anniversaries, celebrations, and everyday elegance. As we begin our year‑long centennial celebration, we’re looking back at the remarkable story that brought us here: a story of resilience, family, innovation, and a deep commitment to the Willmar community.
The Beginning: Rudy Paffrath’s Leap of Faith
In 1926, Willmar was a bustling railroad town. That same year, a young entrepreneur named Rudy Paffrath brought his wife to Willmar from Wadena and purchased a small jewelry store on Litchfield Avenue. Rudy quickly became known for two things: His role as the Burlington Railroad’s official watch keeper, ensuring the trains ran on time. And, his growing reputation for fine jewelry, a specialty that still defines the store today. Alongside jewelry, Rudy also carried china and stemware—common for jewelers of the era—but diamonds were always his passion.
A Family Business Through and Through
Rudy’s wife, Katherine, worked beside him in the store, establishing the family‑run tradition that continues today. They raised three children, including their son Lowell, whose life would become an inspiring chapter in the Paffrath story.
As a child, Lowell battled polio and severe osteomyelitis, surviving multiple near‑fatal episodes. But he was determined, resilient, and driven qualities that would later shape the future of the business.
Lowell’s Journey: From Alaska to the Diamond Room
Unable to serve in World War II due to his health history, Lowell left Minnesota at nineteen to seek opportunity in Alaska. Three years later, he returned to the U.S., attended business school, and even became a national championship swimmer.
After marrying his wife, Shirlee, they returned to Minnesota and he joined Rudy in the family business. When Rudy passed away unexpectedly at age 56, Lowell stepped in to support the store and his family.
Lowell was a visionary. Under his leadership, he discontinued china and stemware to focus entirely on fine jewelry. He also created the region’s first “Diamond Room”, a private, elegant space for viewing diamonds. In addition, he became the first jeweler in the area to advertise on television. And he introduced loose diamonds, microscopes, and in‑store repairs. His innovations helped the business thrive, eventually allowing the business to expand.
Todd and Jeff: Continuing the Legacy
Todd Paffrath joined the business in 1981, working alongside his father until Lowell’s passing in 1987. Todd and his wife Diane raised their family in the area, and in 2002 their son Jeff joined the store as an artisan goldsmith.
Jeff’s craftsmanship has become a defining part of the modern Paffrath experience. His ability to design, repair, and create custom pieces onsite means customers can trust that their jewelry never leaves the store. Today, Todd and Jeff continue the tradition of treating customers and staff like family, a philosophy that has shaped the store for generations. Long-time team members are the backbone of our legacy, often contributing decades of service.
A Century of Community
For 100 years, Paffrath & Son Jewelers has been more than a jewelry store. It has been a gathering place, a trusted partner in life’s milestones, and a thread woven through generations of families in West Central Minnesota.
From Rudy’s first diamond rings to Jeff’s custom creations, the heart of the business has never changed: Take care of your customers, take care of your team, and honor the moments that matter.
Join Us for Our 100th Anniversary Celebration
Each month in 2026, we’ll be sharing a new chapter of our story, highlighting the people, traditions, and memories that shaped a century of service. Our January spotlight is our Centennial Celebration Kickoff! It is going to be a very exciting year.