During the darkest, most challenging depths of the historic economic downturn known as the Great Depression back in the year 1931, a visionary gentleman named Alvin J. Roth originally established and founded the enterprise known as Roth Jewelers. This foundational establishment was set up within a single block's distance of the exact, precise spot where our contemporary storefront is situated today in the city of Waterloo, Iowa.

As the business grew and matured over the subsequent years, Alvin's own son, Milton E. Roth, officially entered into the family enterprise, proudly joining forces alongside his father in their daily commercial operations in the year 1940. Throughout the entire duration of his long and meaningful life, Milton consistently served as an influential, highly respected community leader and advocate. Through his steadfast dedication and tireless efforts, he firmly cemented and permanently established Roth Jewelers as an enduring, indispensable fixture within the broader Cedar Valley region, a trusted institution built upon a rock-solid commitment to premium quality, exceptional value, and unparalleled customer care and service.