Reeds Jewelers is a U.S. retail jewelry company founded in 1946 by Bill and Roberta Zimmer in Wilmington, North Carolina. Reeds Jewelers sells diamonds and precious gems, fine jewelry, brand-name watches, Swarovski crystal, and jewelry accessories in its chain of retail stores primarily located in shopping malls and in its online store Reeds.com. In May 2008. "National Jeweler" magazine listed Reeds Jewelers as the ninth largest North American Retail Jewelry chain
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“Myself now and myself a while ago are indeed two; but when better, I simply cannot say. It would be fine to be old if we traveled only toward improvement. It is a drunkard’s motion, staggering, dizzy, wobbling, or that of reeds that the wind stirs haphazardly as it pleases.”
—Michel de Montaigne (1533–1592)