Reeds Jewelers (Columbia): REEDS Jewelers strives to make every customer "feel like family" with personalized service, attention to detail, and lasting quality and style. Founded in 1946 by Bill and Roberta Zimmer in Wilmington NC, REEDS Jewelers is a true American success story. Reeds Jewelers is the largest family-owned retail jewelry chain in North America. REEDS Jewelers sells diamonds, watches, and a large selection of fine jewelry from top designers.