Business Details
50+ Years
experience
Emergency
services
Your Trusted Family-Owned Jewelry Store in West Allis
Shallow Jewelers has been a trusted name in the jewelry industry since 1935, proudly serving generations of customers with a commitment to quality and personalized service. As a fourth-generation family-owned business, we specialize in crafting timeless engagement rings, custom jewelry design, and precision repair services performed on-site. Our expertise extends to sourcing certified diamonds, both natural and lab-grown, as well as curating an exquisite selection of wedding bands, gemstone pendants, and luxury watches. With over nine decades of experience, we combine traditional craftsmanship with modern techniques to ensure every piece meets exacting standards. Our team of certified gemologists and skilled artisans takes pride in guiding clients through every step, from selecting heirloom-quality pieces to executing intricate repairs.We maintain deep ties to the West Allis community while serving clients across Wisconsin and beyond, including Milwaukee, New Berlin, and Pewaukee. Our reputation for honesty and exceptional customer care has been built through countless success stories, from restoring antique jewelry to creating bespoke engagement rings that exceed expectations. We operate with full transparency, offering competitive pricing without compromising on quality or ethical sourcing. Our dedication to customer satisfaction is reflected in our 24/7 availability for urgent jewelry needs and our lifetime guarantee on all repair work. This combination of heritage, expertise, and personalized attention makes Shallow Jewelers a preferred choice for discerning jewelry customers.
Services
Jewelry Repair
Engagement Rings
Custom Design
Watch Repair
Diamond Sales
Details
- Year established: 1935
Highlights and features
- We offer 90 years of experience in jewelry craftsmanship and customer service.
- Our team includes certified gemologists and skilled artisans with specialized expertise.
- We provide lifetime guarantees on all jewelry repair work performed.
- Our custom design process ensures unique, personalized jewelry creations.
- We maintain direct relationships with diamond suppliers for competitive pricing.
Services
Jewelry Repair
Our expert jewelers provide comprehensive repair services including ring sizing, chain soldering, prong replacement, and stone setting. We handle both simple adjustments and complex restorations of antique pieces. All repairs are performed on-site by master craftsmen using professional-grade tools and techniques.
Custom Design
We create one-of-a-kind jewelry pieces tailored to individual preferences and specifications. Our designers work closely with clients to develop unique engagement rings, wedding bands, and specialty jewelry. The process includes multiple design iterations and material selections to ensure perfect results.
Engagement Rings
We offer an extensive selection of engagement rings featuring certified diamonds and precious metals. Our inventory includes both ready-made designs and customizable options. Customers receive expert guidance on diamond selection, metal choices, and ring styles to find the perfect symbol of commitment.
Watch Repair
Our watch specialists handle battery replacements, band adjustments, and comprehensive mechanical repairs. We service both luxury and everyday watches using manufacturer-approved parts. The service includes water resistance testing and movement calibration to maintain optimal performance.
Diamond Sales
We provide certified natural diamonds and lab-grown alternatives with full documentation of quality characteristics. Our inventory includes various cuts, colors, and clarities to suit different preferences and budgets. Customers receive detailed education about diamond grading and value factors during the selection process.
People
Dean Shallow
Owner / Gemologist / Sales / Designer
Fourth-generation jeweler with expertise in gemology and custom design. Provides personalized service and technical knowledge to help clients make informed jewelry decisions.
Michael Mapes
Sales / Designer
Experienced jewelry designer known for patient consultation and creative solutions. Specializes in helping clients find or create meaningful jewelry pieces within their budget.
Renee Brunelli
Office Manager / Sales / Designer
Manages daily operations while providing expert jewelry guidance. Combines administrative expertise with personalized customer service for a seamless shopping experience.
Jennifer Shallow
Ring Maintenance and Polishing
Specializes in jewelry care and preservation techniques. Ensures all rings maintain their original luster and structural integrity through professional maintenance services.
Holly Shallow
Outside Sales / Accounts Payable Specialist
Manages business relationships and financial operations while providing jewelry expertise. Supports both retail customers and vendor partnerships with professional service.
Questions
What services does Shallow Jewelers offer?
We provide jewelry repair, custom design, engagement rings, diamond sales, watch repair, and jewelry appraisals.
Do you offer custom jewelry design?
Yes, our designers create bespoke pieces tailored to your preferences and budget with personalized consultation.
Are your diamonds certified?
All our diamonds come with certification from GIA or IGI for quality verification.
How long does jewelry repair take?
Most repairs complete within a week, with many services available while you wait.
Do you service watches?
Yes, we replace batteries, repair bands, and service mechanical watch movements.
Is financing available?
We offer financing options to help make your jewelry purchase more affordable.
