b"leaders of the Reeds in North Carolinawas coming into the busi-ness, Jeff took her on a trip around the world with him.Jeff and Robyn have two kids, Sam and Rachel, who both have played a role in the evolution of Reeds in their own ways.Sam, his oldest, now in his 30s, was born with special needs. Growing up, he loved construction, so Jeff would take him to construction sites to talk about the trucks and cranes. One Sunday afternoon, he asked Jeff, How come we dont build our stores? The kid couldnt write his name, couldnt read, at that point. [But] it made me think, Jeff says.That was such a pivotal moment because we were mall- It made based. From that moment, it shifted us from mall-based tome realize family-owned stores, so that washow special a tremendous moment. An aha moment.our business Rachel is Reeds vice president of strategic development.is and how She grew up working in theeverything we stores, tying ribbons at Christmas time. In the 90s, she remembersdo has our Jeff traveling a lot and beingfingerprint allowed to stay up late to talk to him on the phone.on it, how we Before he would leave, theytouch every would kiss each others hands and then give each other a hug.piece that You cant open your fists untilgoes through he walks away, until you cant see the other person anymore. Andour doors.that was just kind of our thing,Rachel Zimmer,says Rachel.As a kid, it was a little scary Reeds Jewelershaving your dad travel so frequent-Jeffs daughter Rachel, pictured at right, is Reeds vice president of strategic development.40 RETAILER HALL OF FAME 2025TSA_Nat'l Ad_ReedsZimmer_PRESSREADY.indd 1 7/31/25 10:48AM"