A diamond tradition for three generations.


Folks say it was a mild summer day in Morden back in 1938, when Benjamin Appelts unlocked the front door to his store for the very first time and invited the public to come inside. Benjamin loved time, and filled his store with almost every timepiece imaginable. If he wasn’t behind the counter, he could always be found at his workbench — surrounded by ticking, whirring, and bells that chimed on the hour — giving his undivided attention to a clock or watch that needed fixing.

People trusted Benjamin and it wasn’t long before Appelt’s became the place to visit when weddings, anniversaries and special celebrations called for unique gifts of jewellery. Benjamin soon had a trusted assistant in son Bert, who at the age of 9 found himself ensconced at the Appelt’s counter, helping customers and absorbing everything he could about the jewellery business.

As a young man, Bert took over the family business and worked hard to make his own vision a reality — the dream of giving everyone in southern Manitoba access to the finest jewellery and best customer service in the world.

Today, communities across southern Manitoba are served by four Appelt’s stores, including the newest addition — the luxurious Ness location in central Winnipeg.

Jeff Appelt, Bert’s son, is the third generation devoted to the Appelt’s vision. Working side-by-side, father and son travel the globe, seeking out the world’s most beautiful diamonds for their customers.

Their trips to Belgium, diamond capital of the world, have become legendary in Manitoba. Extraordinary standards in choosing diamonds have made them the “Belgium Diamond Experts,” transforming engagements, weddings and anniversaries into moments that sparkle with magic.

Giving Back

As a family owned business with roots in Manitoba, one of our core values is to give back to the communities which have helped our business grow. With the help and generosity of our loyal customers, Appelt’s has donated over $71,000 to various organizations, with the intent of making a better world. These include Siloam Mission, South Central Cancer Resource, Special Olympics Manitoba, Canadian Breast Cancer Foundation and Pembina Valley Pregnancy Care Centre. The continued growth of our business will further allow us to give back to the organizations that are dear to our customers’ hearts. Stella’s Voice and Justice Water are two charitable groups in other parts of the world which we’ve been able to reach because of you. Thank you.

Siloam Mission

Siloam Mission is a humanitarian organization in the heart of Winnipeg, MB. In addition to providing clothing, food and shelter to those in need, for the last 10 years Siloam Mission has started employment training programs to help those re-entering the workforce. For more information on this local organization please visit

In 2017, Appelt’s Diamonds purchased 6244 meals at Siloam Mission to help those in need.

Stella’s Voice

Stella’s Voice was created in Moldova, Europe in 1996, with the mission to abolish child exploitation in this region. At this time Moldovan citizens were experiencing the effects of the fall of communism. In situations such as this, children are the most vulnerable. 21 years later Stella’s Voice is creating a brighter future for these children by providing food, shelter, education and a nurturing family structure. For more information please visit

We are very pleased to announce that since 2013 we have been able to donate $68,849.39 to Stella’s Voice from the proceeds of The Giving Keys.