For eight decades, REEDS Jewelers has marked life’s biggest moments — engagements, anniversaries, birthdays, graduations and new beginnings. While the company celebrates its 80th anniversary this year, its Knoxville location is a newer addition, opening two years ago and bringing the family-owned jeweler’s long-standing customer-first philosophy to East Tennessee.
Store manager Roy Mullinax said the foundation of the company has remained remarkably consistent since REEDS was founded in Wilmington, North Carolina, in 1946.
“The biggest lesson passed down is simple: do right by people,” Mullinax said. “Take care of the customer. We want every person who walks through our doors to feel like they’re coming into our home, not just into a store to make a purchase.”
Today, REEDS remains the nation’s largest family-owned jewelry chain, with stores stretching as far west as Texas while maintaining its headquarters in Wilmington. Although not every employee is a member of the founding family, Mullinax said the family-centered culture extends to both associates and customers.
Despite dramatic advances in technology, Mullinax believes the heart of the jewelry business has changed very little over the past 80 years.
“People still buy jewelry for the same reasons,” he said. “We’re here to help them celebrate meaningful milestones and special moments in their lives.”
Technology has changed how customers shop, giving them instant access to information before they ever visit the store. That means the staff’s role has evolved into helping customers separate facts from misinformation while guiding them through important purchases. Every team member also assists customers with custom jewelry designs, supported by trusted specialty partners.
Although the Knoxville store is relatively new, Mullinax has worked in the East Tennessee jewelry industry for nearly 30 years, building relationships that now span multiple generations. He said some families continue returning for engagement rings, anniversary gifts and other milestones, while many customers have become close friends.
For example, one couple, who first purchased an anniversary ring from him years ago, has continued returning for every major celebration since.
“My proudest moments are when customers come back and tell me the story that started with that first purchase,” Mullinax said.
Beyond the showroom, REEDS supports local arts organizations, community events and the nonprofit Jewelers for Children which provides books, clothing and other assistance to children in need.
“For 80 years, we’ve been more than a jewelry store,” Mullinax said. “We help change people’s lives through each milestone and every special moment.”
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