About REEDS Jewelers: Celebrating 80 Years of Excellence

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.com. 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. PLEASE NOTE: REEDS Jewelers, Inc., headquartered in North Carolina, and its catalog and web site, REEDS.com, 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. “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.

The client experience has always been at the heart of the REEDS experience and continues to inspire our evolution. REEDS Landmark stores are the ultimate destination for fine jewelry and coveted Swiss timepieces. These elevated spaces offer an unmatched shopping experience where luxury, craftsmanship, and exceptional service come together. Each Landmark location reflects our legacy of timeless elegance, artistry, and an unwavering commitment to you.

Explore the chapters of our story below. Discover the history, leadership, and community commitment that define REEDS Jewelers.

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.

Bill Zimmer’s spirit and philosophies stay with us today. Every REEDS employee works hard to exceed our customers’ expectations and make each experience with REEDS exceptional.

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 many exclusive lines of high-end jewelry available in our jewelry collections and sections including our . 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, MIKIMOTO, Swarovski, and TOUS. REEDS Jewelers is also an authorized distributor in our store locations for many leading designer brands, including David Yurman, TAG Heuer, Omega, TUDOR, and others.

We carry many fine brands online such as John Hardy, Marco Bicego, Ippolita, Roberto Coin, and more. In addition, REEDS is an authorized Rolex retailer. To find a REEDS store near you that carries the high-end jewelry or watch brand you desire to buy, please refer to our store locator!

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.

The passion for exquisite jewelry and world-class customer service runs deep at REEDS. Our buyers scour the world to curate the fine merchandise that delights and excites our customers. Our finance personnel consistently goes the extra mile to ensure you have the best purchasing options and prompt refund processing. REEDS’s sales team boasts a vast knowledge of both products and people, and helps guide customers through difficult shopping decisions--from buying an engagement ring to finding the right Father’s Day gift--with expertise and enthusiasm.

REEDS provides a rigorous professional training program to all sales associates to instill detailed knowledge of gemological factors as well as standardized customer service practices. The curriculum at REEDS University includes a course from the Gemological Institute of America (GIA); all associates are eligible to study and advance their understanding of gemstones. This ensures that every customer’s experience at a REEDS location is remembered for its courtesy, professionalism, and expertise.

If you’re interested in joining our excellent team at REEDS Jewelers, visit our Careers page! You’ll find opportunities for employment, information about working for us, and how to apply.

REEDS Jewelers’s founder Bill Zimmer’s family operated retail jewelry stores; Bill learned from his brothers how to sell diamonds at a young age, just as his children would later learn from him.

In 1946, he and his wife Roberta bought a small jewelry store in downtown Wilmington, North Carolina and changed its name to REEDS Jewelers. After finding success, the Zimmers opened stores in Whiteville and Jacksonville, then expanded to other cities in the Carolinas. By 1979, they controlled two dozen retail outlets while still running their original Wilmington store. As they built their business, they built their family, and all four children grew up working at REEDS.

Bill’s son Alan Zimmer joined REEDS in 1981 and took charge of merchandising as Executive Vice President. Upon arriving at REEDS, Alan began instituting major changes to modernize the growing company. He officially became President and CEO in 1985. Today, REEDS Jewelers maintains the inviting and comfortable atmosphere of a family-run business--even with retail stores in thirteen states! Bill, who worked at his original store every day until his recent passing, would often express the pride he had in his son’s accomplishments, saying, “Alan has built the company!”

"“I love this business,” Alan says, “and the foundation of our company’s growth will be the business practices my father taught us: personal service, friendships, and quality goods at competitive prices.”

Find beautiful, well-crafted collections created by our in-house designers or in exclusive collaboration with the most iconic names in entertainment, design, and more.

Downton Abbey Bridal
Ellaura Bridal
Jurassic World
Love's Path Legacy
Papyrus by REEDS Jewelers
REEDS ECONIC Diamond
REEDS Flexible
Roberta Z Bridal
TRUE ITALY
Wicked
William Z