About Us

 Crescent Jewelers opened in La Crosse, WI in 1914. E.R. “Mac the Singing Jeweler” McIlvaine purchased Crescent Jewelers in 1957 from Izadore Horwitz and owned it until his passing in 1994. It is now owned by his daughter Lynne, with his son Harry as the goldsmith. Our family has served this community for generations and hope to become your family jeweler for generations to come.

We carry some of the best brands available, including Hearts on Fire, “The World’s Most Perfectly Cut Diamond.” Not only do our brands offer excellence: they are also environmentally responsible. Because many of them use recycled metals and all use ethically-sourced gemstones and diamonds, we provide you with exceptional quality, affordable prices, and peace of mind.

 We take care of your jewelry from the moment it enters our store and long after you take it home. We offer free appraisals on items purchased from us and six-month checkup warranties on bridal sets to ensure that they are always in excellent condition. Our goldsmith offers  jewelry and watch repair in-store, on all items whether purchased from us or elsewhere. 

 We work with all members of the La Crosse community and beyond, treating everyone with the same level of care and respect. We are proud to be honest with our customers about what they are purchasing from us and any repairs necessary to ensure that they are getting the most out of their items. Our sales team is non-commission and will help you find the perfect gift within your budget.