During the depths of the Great Depression in 1931, Alvin J. Roth founded Roth Jewelers within a block of our current location in Waterloo, IA. Alvin's son, Milton E. Roth, joined his father in the business in 1940. Milton was a community leader throughout his life and he established Roth Jewelers as a fixture in the Cedar Valley committed to quality, value and customer service. Milton passed away in 2013 and Roth Jewelers continues as a family owned business led by loyal employees who worked with Milton for decades. Roth Jewelers has served the Cedar Valley for five generations and we are honored to carry forward the traditions that were so long and well established by Alvin and Milton Roth.