-Messenger photo by Chad Thompson
Michelle Dorage, Riddle's Jewelry Fort Dodge store manager, poses at the new store.

At Riddle’s Jewelry in Fort Dodge, Michelle Dorage knows she’s not just selling a customer a piece of merchandise. She is helping them create a memory.

“Every customer you are creating a memory for them,” said Dorage, the store manager. “A special memory for them. It’s rewarding to make someone happy every day. We make memories, we don’t just sell jewelry.”

Dorage hopes that the store’s new location will make that process easier.

Riddle’s officially opened its doors at 406 S. 25th St. on Jan. 24. Prior to that, the store had been located at Crossroads Mall for the past several years.

“It’s more visible,” said Dorage, a Fort Dodge native. “The store has lots of windows. It’s nice and bright, and it’s not as far for customers to walk.”

She added, “The store is just beautiful. It’s a beautiful brand new store.”

With over 2,000 square footage, the new store offers a larger selection of diamond and gemstone jewelry and expanded repair services.

The new location is located across Fifth Avenue South from Walgreens. It encompasses the space formerly held by Wells Fargo.

To celebrate the change, Riddle’s is having a month-long grand opening, which started Feb. 19 and goes through March 19.

Some special events on March 19 will be announced at a later time, Dorage said.

Additionally, there is a register-to-win $500 gift card that will be given away in-store.

“Anyone can stop in and register to win,” Dorage said. “Stop in and see the store.”

In addition to selling jewelry, Riddle’s also remounts existing jewelry.

“We custom make jewelry and we repair jewelry,” Dorage said. “We have our own goldsmith in store. Our items stay here rather than having to be sent out. Our interaction with people sets us apart but having a goldsmith onsite is a big thing for customers. They want to know their jewelry is safe and won’t get lost. We do free jewelry cleaning and inspections every day with no appointment needed.”

Dorage said Riddle’s is the only store in the city that sells Pandora jewelry.

“Pandora is bracelets and you purchase charms to put on the bracelet,” she said. “It’s an international brand.”

Riddle’s Jewelry was launched 1959 by Jesse Riddle. It began with a single store and is still family-owned and operated by the Riddle family.

Dorage, who was employed by Younkers for almost 30 years, has worked for Riddle’s for four years. She said the fact that the business is family-owned was a plus.

“They are very personable,” she said. “They visit each store individually and the managers and associates. They are very involved. It’s a positive atmosphere. A happy place to be.”

Currently five people are employed at the Fort Dodge store.

Holidays such as Christmas and Valentine’s Day are some of the more popular times at the store. September is another busy month of the year.

“We usually have an anniversary sale,” Dorage said.

Dorage enjoys being part of the Fort Dodge community.

“That’s what is fun is to find the perfect gift for that special someone and help make a memory that they will remember forever,” she said “You build relationships with people. You get to know your customers by name and their taste in jewelry and get to know their history.”