Story Highlight
– REEDS Jewelers opens new luxury showroom in Cary, NC.
– Showroom features Rolex and top Swiss watch brands.
– Designed for immersive client experiences and hospitality.
– Celebrates 80 years of family-owned business history.
– Focus on building lifelong customer relationships and trust.
Full Story
REEDS Jewelers has unveiled a significant new luxury watch and jewellery showroom in Cary, North Carolina, prominently featuring Rolex and a selection of esteemed Swiss watch brands. The showroom includes offerings of bridal jewels and fine jewellery, alongside a focus on enhancing customer experiences.
Situated within the Fenton mixed-use development, the 7,800 square foot REEDS Landmark store marks a flagship location for the company, highlighting the increasing trend of destination retail in the luxury watch and jewellery sector in the United States.
This new opening is indicative of the rapid growth both economically and demographically in Cary, as well as the broader Research Triangle area.
North Carolina is witnessing a rise in the number of affluent professionals, technology leaders, and entrepreneurs, resulting in a higher demand for luxury timepieces, exquisite jewellery, and premier retail experiences.
Rolex is central to the store’s focus, complemented by brands such as Tudor, Jaeger-LeCoultre, Omega, IWC Schaffhausen, Breitling, Panerai, and Montblanc. In addition to these timepieces, the store offers bridal and designer jewellery collections under the name REEDS Couture, as well as private consultation areas aimed at enhancing the customer experience.
Genna Zimmer, vice-president of operations and strategy at REEDS Jewelers, remarked, “This store reflects our continued commitment to being both a premier jeweller and a true watch destination. We are creating an environment where fine jewellery, bridal, timepieces, hospitality, and storytelling all come together in a more immersive way.”
The REEDS Landmark store is not just about transactional sales but is designed to foster enduring customer relationships that encompass engagement rings, wedding bands, anniversary gifts, high-end watches, and luxury presents.
“We are proud to represent an exceptional portfolio of globally respected brands here, including Rolex, Tudor, Jaeger-LeCoultre, Omega, IWC, Breitling, Panerai, Montblanc, Pasquale Bruni, Kwiat, and of course, REEDS Couture,” Zimmer stated. “Each brand brings its own heritage, craftsmanship, and distinct point of view, and we take seriously the responsibility of representing them in a way that honors their legacy while creating a warm, personal, and memorable experience for our clients.”
The layout of the Cary establishment features lounges for hospitality, private consultation areas, and a thoughtful design aimed at achieving a more relaxed luxury environment.
“Our vision for REEDS Jewelers at Fenton was to create something that feels warm, personal, and highly elevated — more like being welcomed into a beautiful home than walking into a traditional jewellery store,” explained Zimmer. She continued, “Every detail was designed to make clients feel comfortable, inspired, and cared for.”
Zimmer emphasised the importance of the overall atmosphere, stating, “We believe luxury is not just about the brands you carry or the products in the cases. It is about how people feel when they walk through the door. From the hospitality areas to the materials, lighting, seating, and flow of the space, every decision was made with the client experience in mind.”
The launch of the Cary Landmark showroom coincides with the 80th anniversary of REEDS Jewelers, a family-owned business established in Wilmington, North Carolina, in 1946 by Bill and Roberta Zimmer. Over the decades, REEDS has evolved into one of the largest family-run jewellery retailers in the United States, while maintaining family leadership.
“Opening REEDS Jewelers Landmark at Fenton is a meaningful milestone for our family and our company,” Zimmer stated. “As we celebrate 80 years in business, this store represents the bridge between our history and our future — rooted in relationships, trust, and doing right by people, while continuing to redefine what a luxury jewellery and watch experience can feel like.”
Today, the third generation of the Zimmer family is instrumental in guiding the retailer’s expansion strategy and adapting luxury retail concepts.
“REEDS has always been a family business built on relationships,” Zimmer noted. “My grandfather believed deeply in doing right by people, and that value continues to guide us. This Landmark store in Cary NC is a modern expression of that same philosophy — personal, welcoming, and centered around genuine connection.”
