Our Story

Part of Life's Cherished Moments for Generations

Paffrath and Son has been honored to offer jewelry that becomes part of life’s most meaningful moments. From proposals to anniversaries, celebrations to everyday elegance, it's our honor to be a part of your cherished moments. Generations have passed through our doors, and each one becomes part of our story. We will continue to uphold this fine legacy - one piece at a time.

  • The Adventure Begins

    Willmar, MN was a thriving railroad town in 1926. That same year Rudy Paffrath brought his wife here from Wadena, MN. Rudy purchased a jewelry store on Litchfield Avenue in downtown Willmar. Because the Burlington Railroad was operated on time, enterprising Rudy became their official watch keeper. Along with keeping the trains on time, he carried a line of china and stemware. As it remains today, Rudy’s specialty was his selection of diamond rings and wedding bands.

  • A Family Business

    Working alongside Rudy in the store was his wife, Katherine. From early on, we’ve been proudly family-owned. The couple had two daughters and one son, Lowell, who contracted polio as a child that nearly took his life on several occasions. But Lowell was a fighter, and neither polio, nor severe osteomyelitis would keep him down.

  • World War II

    Because of his early heath issues, Lowell was not permitted to enter military service. Those not familiar with his history would frequently question him regarding when he would join. At the age of nineteen, having heard the question one too many times, he left to seek his fortune in Alaska. Three years later, he returned to the United States (Alaska became a state in 1959.) and entered business school in Columbus, OH. He found his skill at swimming good enough to become a national championship swimmer. After meeting a beautiful girl named Shirlee, they were married. The newlywed couple returned to Minnesota, and Lowell completed his education at the University of Minnesota.

  • Father and Son

    Lowell joined his father Rudy in the jewelry store and worked at his side until Rudy’s untimely death at age 56. Rudy’s passing left his wife Katherine and her sister in need of assistance. Lowell and Shirlee helped Katherine care for her sister and while bringing five additional children into the Paffrath family.

  • A Natural Businessman

    Lowell was a businessman to his core. As his young family grew, he understood his business must grow as well. He made the decision to discontinue the china and stemware lines to solidify Paffrath and Son Jewelers as the place to go in west-central Minnesota for diamonds. In addition, he created our first “Diamond Room”, a room designed strictly for showing and selling diamonds. He was an innovator, being the first in the field in our region to advertise on television. Hard-working, he was also the first to show loose diamonds, use a microscope, and complete repairs in the store. Lowell's efforts paid off and allowed the business to thrive. He would open three additional locations. His son Todd operated the Willmar location, Todd's brother Joel operated the Alexandria, MN location, while his other brother Ted operated the Owatonna, MN store. Lowell, like his father before him passed away at an early age. He was only 63 years old.

  • A New Chapter

    After graduating from Bemidji State University, Todd became a teacher in Atwater where he met his wife, Diane. They were married in 1976. Daughter Jennifer was born in 1978, followed by Jeff soon after. Lyndsey was born five years later. Todd joined the family business in 1981 and worked alongside Lowell until his passing from cancer in 1987. After graduating from Moorhead State University with a degree in business, Jeff also joined the store in 2002. He has become an artisan goldsmith. Jeff’s passion, skill, and talent has allowed him the ability to design and create just about anything.

  • Take Care of Your Team, and Your Customers

    Like Lowell, and Rudy before him, Todd Paffrath has learned that the key to a successful business is taking care of the customer, and the people one employs. That is evidenced by our loyal customers, and folks like Mrs. Jerri Johnson, who joined Paffrath's under Rudy's leadership. She was a part of the store’s legacy for 40 years. Jackie Brown was hired by Lowell in 1980 and is still with us today. Treating our staff like family has been the cornerstone of our philosophy since a young man bought a local jewelry store in 1926.

William and Anna Paffrath family. Anna is holding a young Rudy, our founder.
William and Anna Paffrath family. Anna is holding a young Rudy, our founder.
Our founder, Todd's grandfather, and Jeff's great-grandfather, Rudy Paffrath.
Our founder, Todd's grandfather, and Jeff's great-grandfather, Rudy Paffrath.
More than a slogan, we've been proud to say this for over a century, "It came from Paffrath's".
More than a slogan, we've been proud to say this for over a century, "It came from Paffrath's".
Satisfaction guaranteed, from the 1920s, the 1940s, the 1960's and today.
Satisfaction guaranteed, from the 1920s, the 1940s, the 1960's and today.
A client's 14K gold class ring, purchased at Paffrath's in 1946. It's a joy to celebrate our past.
A client's 14K gold class ring, purchased at Paffrath's in 1946. It's a joy to celebrate our past.
We are always honored to see the next generation enjoying pieces passed down.
We are always honored to see the next generation enjoying pieces passed down.
A past Paffrath family Christmas card. Can you guess which one is Todd?
A past Paffrath family Christmas card. Can you guess which one is Todd?
Todd's father Lowell brought Paffrath into a new generation, by expanding the business.
Todd's father Lowell brought Paffrath into a new generation, by expanding the business.
A genuine registered Keepsake. While the brand may be gone, the sentiment remains.
A genuine registered Keepsake. While the brand may be gone, the sentiment remains.
From railroad timekeeper to a provider of fine timepieces, we love our legacy of service.
From railroad timekeeper to a provider of fine timepieces, we love our legacy of service.
A young Todd Paffrath sometime in the 1960s, before continuing the family tradition.
A young Todd Paffrath sometime in the 1960s, before continuing the family tradition.
Lowell Paffrath and friends. Family and friends have always been a cornerstone for us.
Lowell Paffrath and friends. Family and friends have always been a cornerstone for us.
The Paffrath's. It's always been important to share special moments with those we love.
The Paffrath's. It's always been important to share special moments with those we love.
Todd marries his wife in 1976, before they began the next generation of Paffrath leadership.
Todd marries his wife in 1976, before they began the next generation of Paffrath leadership.
Todd hard at work in his earlier days. He left a teaching career to carry on the family business.
Todd hard at work in his earlier days. He left a teaching career to carry on the family business.
Todd Paffrath, continuing the tradition carried by father Lowell and grandfather, Rudy before him.
Todd Paffrath, continuing the tradition carried by father Lowell and grandfather, Rudy before him.
Todd's brother Ted took over the Owatonna location back in 1985. We miss him dearly.
Todd's brother Ted took over the Owatonna location back in 1985. We miss him dearly.
Father and son, taking our store into the future for generations to come.
Father and son, taking our store into the future for generations to come.
Here we are featured in the Generations of Business section of the Willmar Tribune in 2019.
Here we are featured in the Generations of Business section of the Willmar Tribune in 2019.
Celebrating 90 years, we were featured in the Willmar Tribune back in 2016.
Celebrating 90 years, we were featured in the Willmar Tribune back in 2016.
Todd Paffrath takes a moment with Drake to smile in his office here at the store.
Todd Paffrath takes a moment with Drake to smile in his office here at the store.
Drake has big aspirations to join Jeff as a talented jeweler creating fine custom pieces.
Drake has big aspirations to join Jeff as a talented jeweler creating fine custom pieces.
Our store located in Uptown Willmar. We are proud to be a part of the Willmar community.
Our store located in Uptown Willmar. We are proud to be a part of the Willmar community.
We support Willmar, here is a picture from our Review Your Vows night with the Stingers.
We support Willmar, here is a picture from our Review Your Vows night with the Stingers.
Serving in more ways than just fine jewelry, here we are sponsoring the Wildcat Golf Outing.
Serving in more ways than just fine jewelry, here we are sponsoring the Wildcat Golf Outing.
Our latest line from Lashbrook. We have always sought out the very best for our customers.
Our latest line from Lashbrook. We have always sought out the very best for our customers.
Looking forward to another century of family-owned service to our beautiful community.
Looking forward to another century of family-owned service to our beautiful community.
Grant Paffrath looks pretty natural at Grandpa Todd’s desk! Continuing the tradition.
Grant Paffrath looks pretty natural at Grandpa Todd’s desk! Continuing the tradition.
Our Store
Our Store

Your Wilmar, MN Jewelers

We couldn’t be prouder of our service to the community for over 100 years. For more information, please contact us and we will get back to you soon.