Chippewa Falls, WI – Sidney Maletto, alongside her husband Matthew, has embarked on a transformative journey as they take the helm of Eric’s Diamonds, a well-established jewelry store nestled in downtown Chippewa Falls.
The reins of Eric’s Diamonds, located at 111 N. Bridge St., were passed on to the Malettos in early March, ushering in a fresh chapter for the cherished establishment. Sidney Maletto envisions infusing the business with her passion for crafting heirloom-quality jewelry, catering to the discerning tastes of clientele.
Having honed her skills under the tutelage of Eric Pulver, the founder and recently retired proprietor of Eric’s Diamonds, Maletto underscores the enduring value of hands-on apprenticeship in the jewelry trade. “It’s such a good way to learn,” she remarked, emphasizing the indispensable nature of practical experience in mastering the craft.
Maletto’s journey towards ownership traces back to her early years, attending school alongside Pulver’s children. However, her formal association with the jewelry business commenced around 2015, post her graduation from UW-La Crosse with an art degree. Proficient in metalwork from her background in printmaking, Maletto adeptly handles various aspects of jewelry creation, including custom designs, casting, computer-aided design, and fabrication.
A highlight of Maletto’s work lies in breathing new life into cherished heirlooms, infusing them with fresh meaning and sentimentality. “Jewelry itself is a very sentimental thing,” she noted, expressing her delight in the process of reimagining and restoring pieces with personal histories.
The narrative of Eric’s Diamonds intertwines with the rich tapestry of Chippewa Falls’ history. Originating in 1990 as an extension of Foreign 5, a family-owned gift, bridal, and floral shop founded by Mary Lou and Don Pulver in the 1970s, Eric’s Diamonds has stood as a beacon of quality and craftsmanship. Situated in a meticulously restored historic building dating back to 1873, the store’s legacy is steeped in tradition and excellence.
Now at the helm, Maletto is committed to upholding the store’s legacy of exceptional service and quality. She envisions expanding the store’s offerings to include a bespoke in-house line, showcasing her unique designs and inspirations. “I’m really looking forward to doing maybe a full in-house line: My own design, my own inspiration, to sell those to people that want them – people who let me do whatever I want to do,” she shared.
For Maletto, the essence of the jewelry business transcends mere transactions; it’s about forging connections and enriching lives through beautiful craftsmanship. Whether crafting brand-new pieces or breathing new life into cherished heirlooms, her mission remains rooted in ensuring that each piece finds its place in the lives of its owners.
“It doesn’t do anybody any good if it’s sitting in a jewelry box,” she affirmed, encapsulating her vision of jewelry as a conduit of shared stories and cherished memories.