Appelt's — A Diamond Tradition for Three Generations

Folks say it was a mild summer day in Morden back in 1938, when Benjamin Appelt unlocked the front door to his store for the very first time and invited the public to come inside.  Benjamin loved time, and filled his store with almost every timepiece imaginable.  If he wasn't behind the counter, he could always be found at his workbench — surrounded by ticking, whirring, and bells that chimed on the hour — giving his undivided attention to a clock or watch that needed fixing.

People trusted Benjamin and it wasn't long before Appelt's became the place to visit when weddings, anniversaries and special celebrations called for unique gifts of jewellery. Benjamin soon had a trusted assistant in son Bert, who at the age of 9 found himself ensconced at the Appelt's counter, helping customers and absorbing everything he could about the jewellery business.

As a young man, Bert took over the family business and worked hard to make his own vision a reality — the dream of giving everyone in southern Manitoba access to the finest jewellery and best customer service in the world.

Today, communities across southern Manitoba are served by five Appelt's stores, including the newest addition — the luxurious Ness location in central Winnipeg.

Jeff Appelt, Bert's son, is the third generation devoted to the Appelt's vision.  Working side-by-side, father and son travel the globe, seeking out the world's most beautiful diamonds for their customers.

Their trips to Belgium, diamond capital of the world, have become legendary in Manitoba.  Extraordinary standards in choosing diamonds have made them the "Belgium Diamond Experts," transforming engagements, weddings and anniversaries into moments that sparkle with magic.

Serving our customers... and the community

At Appelt's, three generations of family commitment extends far beyond our stores, with our dedication to serving the community. We hold a special place in our heart for the Special Olympics and are proud to act as a Gold Corporate Sponsor. Appelt's also donates a portion of every diamond sold in support of the Canadian Breast Cancer Foundation.

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