Real Custom Jewelry, Since 1995
No pressure, no pulling from a case — just a comfortable process built around listening and getting every detail right.
Al went into business for himself in 1983.
In 1995, Al opened Designing Jewelers and gave La Crosse a place to find real custom jewelry — pieces made with intention, not pulled from a case.
From the beginning, the focus has been simple: take the time to listen, create a comfortable, no-pressure experience, and help people find what truly feels right for them. Brenda came from Rochester and helped build that approach, and it still defines everthing the team does today.
Whether someone walks in with a clear vision or just an idea, our team is here to guide the process thoughtfully — never pushing, always collaborating — so the final piece feels personal, meaningful, and entirely their own.
A look at what we do.
Every piece in here started with a conversation. Custom rings, restored heirlooms, repurposed gold, and one-of-a-kind designs made for real people in this community.
You will be treated the same way.
With kindness, respect, and a little humor. That is not a marketing line. It is just how Al and Brenda have always done it, and it is why people who came in years ago still come back today.
Between the two of them, Al and Brenda bring over 80 years of experience in the jewelry business. That means when you bring in a piece, ask about a custom design, or want something restored, you are talking to people who actually know the work.
RIGHT NEXT DOOR
Looking for coins,
bullion, or rare currency?
Our sister store, River City Gold & Silver Exchange, is the specialist for coins, bullion, paper money, and precious metals trading. Same owner, same block, same honest approach. If that is what you came for, they are the team to see.
VISIT RIVER CITY GOLD & SILVER
RIGHT NEXT DOOR
Stop in, or start with a phone call.
The easiest first step is a quick conversation. We are happy to take it from there.
BOOK A CONSULTATION