Keller's Jewelers Maintains Family Tradition, Offers Quality Service

In the fall of 1965, German immigrants Peter and Gerda Keller founded Keller's Jewelers, one of...

kellers jewelers sun city
In the fall of 1965, German immigrants Peter and Gerda Keller founded Keller's Jewelers, one of the first businesses in the new community of Sun City.

More than 46 years later, Keller's is still providing quality service through its family-run jewelry business -- the last original merchant in town.

Gerda Keller, her son Ralf, and her daughter Susen Keller Stuart greet loyal customers in a friendly, warm environment, carrying on the tradition of Peter Keller, who died in 2002.

Whether it's diamond earrings, wedding sets, custom designing or ring sizing, Keller's provides its customers with the finest jewelry, backed by its solid reputation.

All custom design and repair work is done in the shop by Ralf Keller, who like his sister has worked in the family business virtually all his life.

"If I can't do it here, we don't do it," said Ralf, who learned the trade at the Gemological Institute of America, along with his sister. "We try to cater to the customer's needs. The biggest thing is, we're honest with people."

kellers jewelersThis is a key to the success and longevity of the business, which today serves the second and third generations of local families who have come to Keller's since it first opened at its previous downtown location more than 46 years ago.

"We have young people come in who say, 'My parents used to come to you,' " said Gerda Keller.

Peter Keller was a watchmaker who learned his trade in Germany and Switzerland. He and Gerda spent six years in South Africa before coming to America in 1963 and settling in Hemet. Since 1970, the Kellers have lived in Menifee, where family unity has helped them sustain the business for all these years.

"Things have changed over the years," said Ralf Keller, referring to the technology of jewelry manufacturing and repair, "but we still do all facets of jewelry repair, designing, ring sizing... People know we're honest. We're going to tell you how it is, because we want people to come back."

Keller's caters to its customers with special offers, including a diamond upgrade with any Red Box Diamond purchase; free cleaning for life on items purchased there; and custom CAD design. The store's large inventory includes a full line of diamond jewelry, sterling silver jewelry, colored stone jewelry, Baltic Amber jewelry, custom toe rings, and much more.

In fact, the family owns the entire shopping center at the corner of McCall Blvd. and Murrieta Road. Named Keller Platz -- German for plaza or marketplace -- the center was built by Peter and Ralf Keller with help from family and friends in the early 1980s.

As the community has grown around it, Keller's Jewelers has retained its small-town charm while providing modern, efficient customer service.