A LEGACY, CONTINUED. After nearly a decade as an apprentice at Eric's Diamonds & Fine Jewelry, Sidney Maletto (middle) succeeded Eric Pulver as the owner of the cornerstone Chippewa Falls business. Now, Sidney has two apprentices of her own in Emma (left) and Kaitlyn (right), continuing to serve longtime and new clients alike. (Sweet shop pups Alfredo (lap) and Chibi, also pictured)

Jewelry has long acted as a tangible embodiment of human connection; people have been adorning themselves with jewelry for tens of thousands of years, and there’s something quite moving about that, goldsmith Sidney Maletto noted. 

In its own way, Eric’s Diamonds & Fine Jewelry, too, has become a recognized cornerstone in the cultural fabric of Chippewa Falls. After 30 years of relationships created around sparkling finery in the heart of downtown, a tipping point was reached: founder Eric Pulver retired.

After apprenticing with Eric for about eight years, Sidney was woven into Eric’s Diamonds & Fine Jewelry’s local story. Then, in the spring of 2024, student became leader – Sidney succeeded Eric by purchasing the longtime local business, ushering in an era of continued excellence with a new and trusted hand at the helm. 

I'm not sure people realize how much active labor goes into creating a single ring. We spend 100-plus hours sometimes on one ring, so there's so much work and love that goes into it, and by the end, seeing that come to fruition is magic. –Sidney Maletto, owner of Eric's Diamonds & Fine Jewelry

“I had been building relationships with clients for almost 10 years by the time I became the owner, and I just didn’t want to abandon them – that was a significant contributing factor in my decision,” Sidney shared in a recent interview.

Coming up on the two-year mark since taking ownership, both Sidney and her husband, Matt, were struck by how swiftly time has passed. During that time, the leap into entrepreneurship has been warmly embraced by the community.

“My husband believed in my ability and I believed in my ability, so to be able to translate that into success has been really validating,” Sidney said.

Eric's Diamonds & Fine Jewelry, located at 111 N. Bridge St., Chippewa Falls.

The Bridge St. staple welcomes patrons into its historic building with cases of glittering gemstones and icy sparkle, from necklaces and bracelets to earrings and rings. Yet the most clear sign of the continued trust in – and demand for – Eric’s Diamonds & Fine Jewelry is through the growing demand for its custom work.

Bridal has been the local jeweler’s No. 1 realm of work for the past year, Sidney said; specifically custom bridal.

“With previous generations, I think it was more commonplace to visit a place and pick something from their cases,” she mused. “Now, with the ability to customize absolutely everything about a piece, more people are leaning into that.”

One of the most significant joys of her ownership thus far has been the gift of becoming part of so many people’s love stories, Sidney said.

“Every time I see a custom bridal piece go out, I get so, so excited,” she said. “Seeing the conceptual – an idea – come to life and seeing the recipient’s reaction… I love it.”

Most clients will often be greeted in-store by the Malettos or Sidney’s apprentices, Emma and Kaitlyn, who also happen to be her nieces. Emma, a local high schooler who dove into her apprenticeship at just 15 years old, and Kaitlyn, an arts student at UW-Eau Claire, echoed Sidney’s affection for bridal work.

Both Emma and Kaitlyn have previous work experience in traditional retail environments, which they said is surprisingly different than Eric’s Diamonds & Fine Jewelry.

“Here, you make actual connections with customers,” Emma said. “You learn why they enjoy what they do, what’s going on in their lives, what occasions brought them in and you feel that personal connection,” Emma said, “especially with engagement and wedding rings. It’s so fun.”

“Learning these skills has allowed me to figure out, I can do things I never knew my hands would be able to do,” Kaitlyn noted.

That thread of the local shop – its commitment to genuine handcrafted finery – is a cherished element of every final piece.

“I’m not sure people realize how much active labor goes into creating a single ring,” Sidney said. “We spend 100-plus hours sometimes on one ring, so there’s so much work and love that goes into it, and by the end, seeing that come to fruition is magic.”

While trends shift from season to season, Sidney said a great amount – roughly 90% – of their bridal clients over the past year-and-a-half have been selecting lab-grown diamonds over natural stones. Lab-grown diamonds don’t sacrifice sparkle for their lower price point, often allowing clients to invest more in gold bands, detail work or whatever else their hearts desire.

This work, especially bridal, is very personal and sentimental. –Sidney Maletto, owner of Eric's Diamonds & Fine Jewelry

Custom work begins with a conversation at Eric’s Diamonds & Fine Jewelry, marking the start of what will become a relationship built over a shared investment in a lifelong piece of jewelry. The shop has a great array of styles, sizes, metals and materials to view, touch and try on. A range of gemstones and diamonds in varying cuts are also available, and if an element isn’t in-store, the local team will special order it in.

“This work, especially bridal, is very personal and sentimental,” Sidney said. “When someone comes to us for an engagement ring, we’re likely to see them again in three to six months – when they’re ready to look at wedding bands.

“That second interaction feels so good, knowing they loved their first experience so much they trust us and want to come back. I mean, we’re competing with an entire online market, so those returning experiences speaks volumes,” she said.

Eric’s Diamonds & Fine Jewelry balances a three-decade long history of care and commitment to the wider Chippewa Valley, with a refreshed sense of style and flexibility, with the Malettos guiding customers familiar and new. (Plus, you’re likely to catch a glimpse of the shop pups, Alfredo and Chibi. What they lack in jeweler knowledge, they certainly make up for in sweetness.)

Eric's Diamonds & Fine Jewelry

Address: 111 N. Bridge St., Chippewa Falls
Phone: (715) 723-0180
Email: info@ericsdiamonds.com
Website: www.ericsdiamonds.com
Social media: Facebook

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