Roth Jewelers has been a cornerstone of the Cedar Valley for many years. Alvin J. Roth founded the business during the depths of the Great Depression in 1931. His son, Milton Roth, joined him in partnership in 1940. Milt took over ownership of the store in 1948 and is still owner to this day.

The original location of Roth Jewelers was on the northwest corner of East 5th and Lafayette streets. However, in 1942 a fire destroyed the entire building, and Roth's was forced to move a half a block away. That narrow storefront has since expanded, and Roth Jewelers now occupies the entire ground floor corner of East 5th and Lafayette.

Roth Jewelers is the second oldest retail business in downtown Waterloo, and the oldest on the east side of the Cedar River. Roth's has survived a devastating fire in the 1940's, a downtown retail exodus in the 1960's and 1970's, and the recession of the 1980's. Roth's has been known as such a mainstay of the community that railroad engineers would set their watches by a clock in Roth's shop.

Milton Roth has been in the jewelry business for several decades and has had the privilege of seeing many third and fourth generation customers come to see him for jewelry. The Roth family has plans in progress to continue the business by the current management and employees upon the eventual retirement of Milt Roth