Serving Northern St. Louis County, Minnesota

Rocks the Jewelers


If you’re searching for a full-service jeweler you can both trust and afford, you’ll want to visit Rocks the Jewelers on your next trip to downtown Virginia.

Jim and Julianne Paulsen, who operate Rocks the Jewelers, have been providing top quality jewelry service and sales from their Virginia store and workshop for the past six years. Julianne got her start in the jewelry business more than 20 years ago, and the couple operated jewelry stores in Chisholm and Hibbing before settling in their current location at 314 Chestnut Street.

“We do it all,” said Jim. “Everything from crafting custom jewelry, to repairs and restoration. We’ll do any kind of custom jewelry, and we do it well and usually for less than you’ll pay elsewhere.” In addition to jewelry, Rocks also repairs fine watches and clocks.

Now handling much of the work is Rick Nagell, a master jeweler with 33 years of experience. Rick, who recently joined the Rocks staff, handles most jewelry repairs, cleanings, sizings, and restorations and, in many cases, can complete your job the same day.

While Rocks the Jewelers has the staff to complete work quickly, they take time with customers to ensure that the work is done the way they want it. “We like to get to know our clientele,” said Julianne, who says that’s one of the most satisfying parts of her work. “As jewelers, we experience some of the most important moments in our customers’ lives— their engagements, the birth of their babies, and many other special occasions, both happy and sad. Many of our customers become like family.”

When those special occasions do arise, Rocks has a great selection of quality jewelry, including designer wedding rings from the Niki J and Bridal Bells collections. And for something truly dramatic, they carry the Gelin Abaci line of tension mount wedding bands.

And if you’re looking for jewelry for other occasions, Rocks carries a wide variety of pendants, rings, and earrings from top designers like Bigou and Strellman. Rocks also carries a large selection of loose diamonds that can be mounted in any in-stock setting, or they’ll design one especially for you.

Jim and Julianne believe jewelry is an investment you’ll want to protect, which is why they provide free cleaning and polishing to all their customers, even if you haven’t been a customer before. They can also arrange to insure your special items through Jeweler’s Mutual, the nation’s largest insurer of fine jewelry.

In addition, they provide knowledgeable appraisals of any of your jewelry. They’ll also test jewelry, silverware, and other precious metals for free, to help you determine their value.

“We also buy gold,” said Jim. “And we generally pay more than the others. We’ve been told that by many customers.” With gold prices at near-record highs, now is a particularly good time to consider selling gold items, said Jim.

Treating their customers well has earned Rocks the Jewelers a loyal and growing clientele. “We have people coming from all over now,” said Jim, who is constantly busy serving the steady walk-in traffic at the store. “We’re well-respected and trusted now and that really makes the difference,” said Jim.


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