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The REEDS Evolution:

Bill and Roberta Zimmer founded REEDS Jewelers in 1946 with one hometown store in Wilmington, NC. Since then, REEDS has become a true American success story as a full-service, multi-channel retailer with stores in thirteen states and a leading e-commerce website, REEDS is proudly still a family-run business and strives to make every customer “feel like family” with personalized service, close attention to detail, lasting quality, and timeless style.

"The most important thing I’ve learned is that you never argue with a customer,” founder Bill Zimmer would often tell his associates. “You’ve just got to do right by people.” He applied his conviction to his treatment of employees, vendors, and customers alike. His priority was to “treat all my people like I’d want to be treated; I respect them and let them know they are loved and appreciated.” This philosophy has continued to guide the new generation, earning REEDS Jewelers loyal customers, vendors, and employees. PLEASE NOTE: REEDS Jewelers, Inc., headquartered in North Carolina, and its catalog and web site,, are not associated with any other jewelry chain using the name REEDS or REEDS Jewelers. Refer to our list of authorized REEDS Jewelers store locations.

Every REEDS item comes with the excellent service and quality upon which REEDS has built its sterling reputation since 1946; long-time REEDS customers remember founder Bill Zimmer standing in his store every day greeting guests with a smile and recalling the name of any customer he’d ever met. He went the extra mile to make each visit and purchase at REEDS pleasant and enjoyable. Bill’s motto was “The harder you work, the luckier you become.” To that end, REEDS was one of the first jewelers to provide late-night hours to give customers greater shopping convenience.

REEDS Jewelers is known for its remarkable selection of fine jewelry, collectibles, watches, and customizable pieces, and has been since its beginnings. We offer an array of diamond, gemstone, pearl, gold, sterling silver, titanium, and platinum men’s and women’s jewelry as well as charms and gifts for every occasion. REEDS boasts a broad collection of high-end jewelry from leading designer brands, but also curates beautiful value-priced pieces to fit the budget of any customer. 

REEDS also offers beautiful value-priced jewelry to fit discerning shoppers of all budgets.

In addition to the many fine brands we carry online such as PANDORA, Alex and Ani, Mikimoto, Scott Kay, Swarovski, and others, REEDS Jewelers is also an authorized distributor in our store locations for many leading designer brands, including David Yurman, Tag Heuer, Omega, Michele, and others.

LQuality is a Cut Above at REEDS

REEDS is devoted to quality. We inspect every piece of merchandise at least twice to ensure our customers purchase only the finest jewelry. The first inspection takes place at the manufacturer’s according to our stringent guidelines. A second inspection is conducted by our trained quality inspectors after we receive the jewelry. Upon passing, the pieces are declared fit to sell to our valued customers. Additional inspections occur on any item that has been sized or custom created, and we spot inspect our jewelry during packaging for direct shipment to a customer or store location.