b'JEFFREY ZIMMERactually jumped past a lot of the dealerskeep everyone employed, to keep the in Thailand and found his way to thebusiness healthy. mines in Chanthaburi, Schechter says.Today, Reeds Jewelers carries more He adds, I think [Jeff] is one of thethan a dozen jewelry and watch brands, most knowledgeable, significant retailersincluding David Yurman, Lagos, John in the U.S. with so much knowledge ofHardy, Heather B. Moore, Monica Rich buying not only diamonds directly fromKosann, Rolex, Tudor, and Breitling. the source, but rubies, sapphire, tanza-nite, pearl, and many other gemstones.FAMILY SUPPORTThis is a difficult skill that is usuallyAs he grew into a leader, Jeff leaned relegated to the wholesale side of theon his family in the retailing business. business. He is as talented as a buyerHis second cousin, Alan Zimmer, is as anyone Ive ever come across in thethe CEO of the Reeds Jewelers based in industry. Quite a gift.North Carolina, or, as Jeff calls it, The Jeff understood that, along withBig Reeds. (The New York state Reeds creating quality pieces, he needed tohas five stores; the North Carolina Reeds partner with the big brands for the sakehas more than 60.)of the business. They grew up in the business togeth-Weyand remembers when Reeds firster and often talk through ideas with started carrying brand name lines. Theeach other.customer desire was there, but it meantHes been a beacon for me, Jeff says more changes to the business.of Alan. Hes made our failures a lot less Youve got to foster those relation- Jeff handpicks the gemstones that come into Reeds Jewelers, meticulouslypainful because his advice has been sage. ships, Weyand says. inspecting each stone for specific qualities that meet the stores standards. Both businessmen, Jeff is more active Youve got to focus your attentionon the buying side. specifically on each individual brand and figure out how to optimizeIm a retailer, Alan jokes. Hes like a real jeweler, if you will. that for both you and the brand. He loves the art of buying, he loves to get to the source, Alan Jeff was open-minded, not only to the value of adding brands tosays. He likes to go to the mines and see where the rubies are com-the store, but in all business decisions, Weyand says. ing from and the emeralds . He likes to travel the world to bring the Hes always been willing to evolve with the pressures of thebest back to Buffalo. business, and the changes of the business. He has a great foresightAlan said when his daughter Brittneywho, along with his other and a great feel for where the business is going, what might needdaughter Genna and nephew Mark, are the emerging third-generation to be done, and what we need to do in the face of adversity toContinued on page 40The interior of one of the retailers stores38 RETAILER HALL OF FAME 2025'