REEDS Jewelers Redefines Luxury With First “Landmark” Location

Reeds Jewelers, Wilmington, NC

OWNERS: Alan Zimmer, Genna Zimmer, Brittney Zimmer, Mark Schreiber; URL: reeds.com; top watch brands: Rolex, Tudor, Breitling, Omega, TAG Heuer; locations: 62; FOUNDED: 1946; Opened featured location: 2004; AREA: : 9,000 square feet; renovated: 2024; TOP jewelry BRANDS: David Yurman, Marco Bicego, Mikimoto, Roberto Coin, Shy Creation, Ippolita, John Hardy, Temple St. Clair; EMPLOYEES: 669 full-time; 88 part-time

Owners

AFTER 20 YEARS WITHOUT AN extensive redesign, REEDS Jewelers could have played it safe with its Mayfaire Town Center renovation. Instead, they threw out the traditional jewelry retail playbook entirely. The result? Their first “Landmark” store — a 9,000-square-foot space where TVs disappear into custom millwork, chandeliers are designed to sparkle like jewelry, and customers come weekly not just to shop but to hang out. It’s a commitment to redefining what luxury retail can be.

There’s a full bar stocked with premium wines and spirits, bountiful floral arrangements, and refrigerators in every corner. It’s the kind of place where customers come weekly to watch a golf game while sipping wine — and maybe walk away with a new piece of jewelry or a luxury watch.

The multi-million-dollar renovation transforms jewelry shopping from a transaction into an experience that rivals fine hospitality venues.

Of REEDS’ 62 locations, 21 are designated as destination stores that have a mix of luxury brands with shop-in-shops. Another three make up REEDS’ highest tier and are known as Landmark locations, stores of at least 7,000 square feet that will feature extensive experiential and omni-channel retail elements.

“We want it to be a community hub, a place where people can hang out and drink a glass of wine,” explains Genna Zimmer, vice president of operations and strategy and a member of the third generation of the family-owned company. “The whole experience, start to finish, should mimic the experience of hosting a guest at home, and hopefully buying jewelry in the process,” she says.

Design That Tells a Story

Architect Eric Lewis of E/Line Architecture led the complex renovation of Mayfaire. He understood that REEDS wasn’t just updating their space — they were rethinking how they do retail. “REEDS Jewelers was a true collaborator and willing to rethink traditional retail models in favor of a hospitality-driven, immersive space,” Lewis says. “This was a sea-change difference for them in how the design complemented what they were doing with selling and checkout processes.”

The renovation required extraordinary coordination because the store remained open to customers during the multi-phase process.

“The REEDS Jewelers team, from corporate to the sales floor staff, were extraordinarily patient and never wavered from the goal of creating a flagship store,” Lewis explains. “The overarching design goal was to reimagine the entire customer journey as a carefully choreographed and immersive experience, from the moment of entry to the moment they left the door, weaving together moments of delight, interaction, and storytelling.”

The project involved an expansion into an adjacent storefront, combining two distinct storefronts into a unified design that centralizes the main entry. The new facade introduces a continuous canopy with signage, enhancing the boutique’s presence and accessibility.

Inside, custom elements are woven throughout the space, from casework that integrates store-of-the-future elements and point-of-sale functions to a bar area complete with beverage service, display capabilities, and entertainment features.

The casework is designed to facilitate each section’s mode of sales. “There are a lot of different ways they can sell, and they are pairing that with what is in the cases,” Lewis says.

More casual, potentially faster, sales are enhanced with cases that encourage side-by-side selling. Podiums with vitrine cases showcase one special piece of jewelry. In the bridal area, where cases are lower, seating is provided.

Attention to detail is obsessive.

“There’s not a single case that doesn’t have a hidden cabinet. Glasses have a hidden REEDS logo on the bottom. There are customized ice cubes,” Zimmer says.
“TVs go up and down into the millwork so they’re disguised with a beautiful gold backing. Our bathrooms feel like elevated luxury hotel bathrooms. We have an in-store florist and 20 floral arrangements. We have more than 10 refrigerators and they’re in every corner, so you never have to walk across the store at any point to get a drink for a guest.”

The response has been overwhelmingly positive. “Vendors and customers say, ‘You guys didn’t miss a single detail,’” Zimmer notes.

The centerpiece of the store is a custom chandelier that serves as a striking focal point, reinforcing the store’s refined aesthetic. There’s a story there: “In the original design, we had different chandeliers, but we felt like something was missing,” Zimmer says.

Technology is seamlessly integrated throughout. Customers can swipe through custom design ideas on iPads built into the bar. Virtual try-on stations create an omni-channel feel. The space also houses a Custom Bridal Design Studio, along with dedicated boutiques for luxury brands like Rolex and David Yurman.

Building Community Connections

Despite the size of its 13-state operation, REEDS has managed to maintain a distinctly local feel in each market. In Wilmington, a company survey revealed that a majority of customers didn’t realize REEDS was a chain. “That’s something we’re proud of,” Zimmer says. “It’s not a financial benefit to design this way, but none of our stores look alike. We always bring in localized design inspiration. Wilmington’s a coastal town, so in the Mayfaire store, you see a lot of blues and some inspirations from the ocean.”

The localized approach is evident throughout their portfolio. “We work with interior designers to create a beautiful environment that’s not intimidating. Every Landmark store will have a different vision,” Zimmer notes.

As a comparison, Zimmer cites a destination store in Asheville, NC, a mountain town. “There’s a beautiful wood slat acoustic ceiling because it’s woodsy, and we have a variety of beers and IPAs available because that’s very Asheville.”
A Landmark store in Corpus Christi, TX, is being built in the heart of a high-end residential area, set back from the road on five acres. “It’s a true oasis,” she says. “And the goal is just to feel at ease, with spa vibes, and with Spanish inspiration.”

“We’re pulling from ideas from the best of the best in hospitality, in luxury, when it comes to design, but making sure that it doesn’t feel out of place. It has to feel natural for the environment that it’s in.”

This localized approach extends to staffing and community engagement.

REEDS encourages store managers to become pillars of their communities, following the model of its founder, Bill Zimmer. Bill and Roberta Zimmer founded the company in 1946 in a single store in downtown Wilmington. The company has grown under the leadership of their son Alan Zimmer, who became president and CEO in 1985.

Today, the third generation is actively involved: Genna serves as vice president of operations and strategy, focusing on strategic initiatives. Her sister Brittney is senior buyer, handling diamond buying, designer, and fashion. Their cousin Mark Schreiber is vice president of operations and recruiting, overseeing store operations.

“Our grandfather knew everybody in Wilmington; he was like the mayor in the city,” Zimmer recalls. “I make sure to work behind the case one day a week to stay in touch with our clients. But now that we’re larger, the family aren’t working in the Wilmington store or all of our stores every single day. We don’t want to be the face of the store. We want the manager and the people there to be known as the mayors of their store. We really encourage them to build those relationships.” Each store does have a family wall illustrating the history of the business and highlighting its family ownership. But the goal from a strategy perspective is that the local team is seen as the family. “We recognize that customers aren’t coming to REEDS necessarily because the Zimmer family owns it,” Zimmer says. “Probably not. They’re coming because they love the experience and the people they have worked with.”

The company looks for managers who embody the same characteristics as its founder — people who show passion for the business and demonstrate strong leadership. “If you don’t like people, you shouldn’t be in the jewelry business,” Zimmer says. “We want happy people who have a strong work ethic, who are good leaders, and who are able to connect with guests and clients.”

A full bar with premium wine and spirits allows shoppers to make themselves comfortable while enjoying the REEDS experience.

Pioneering Spirit and Innovation

REEDS was one of the first jewelers to launch an e-commerce site in 1996, embracing digital innovation early. In 2014, they became the first fine jeweler to accept cryptocurrency as payment, showcasing a willingness to embrace new technologies.

Today, they’re integrating advanced technologies including AR virtual try-ons, data-driven personalization, and a “technology innovation lab” focused on enhancing customer experience and streamlining operations. They’re also cautiously exploring AI applications in IT initiatives, including virtual reality online and AI-enabled notifications for after-hours security.

The customer response has validated the Landmark concept. “Customers walk in and just say wow,” Zimmer says. “We have a beautiful store that matches the experience we’ve always delivered.”

As her dad, Alan Zimmer, puts it: “I love this business, and the foundation of our company’s growth will be the practices my father taught us: personal service, friendships, and quality goods at competitive prices.” The Landmark store concept takes those founding principles and reimagines them for the modern luxury retail landscape.

Five Cool Things About Reeds Jewelers

1. EXCLUSIVE COLLECTIONS. The company has introduced themed collections, including the Downton Abbey Bridal Collection of engagement rings and wedding bands that reflect the show’s grandeur, and the Papyrus Jewelry Line showcasing gemstones set in 10K gold in collaboration with the stationery brand.

2. COMMUNITY IMPACT. The Zimmer family’s commitment to community extends beyond retail. Their most significant contribution is the Zimmer Cancer Institute at New Hanover Regional Medical Center, named in honor of William and Roberta Zimmer and established in 2000. Their philanthropic efforts also include support for the Betty H. Cameron Women’s and Children’s Hospital, Thalian Hall Center for Performing Arts, Historic Wilmington Foundation, and the Wilmington Children’s Museum, reflecting their commitment to enhancing community well-being and cultural richness.

4. REEDS UNIVERSITY. With the goal of having the best-trained team onboard, REEDS partners with the Gemological Institute of America (GIA), ensuring employees earn AJP certification and complete diamond grading courses. The education begins with onboarding and continuing with loss prevention, vendor products, storytelling impact and selling through technology.

5. A PERSONAL TOUCH. The family business culture extends to benefits, including no-interest angel loans for employees having unexpected financial bumps in the road. “And my dad writes a handwritten birthday letter to every single employee,” Zimmer says. “He’s done it for the last 45 years.”

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