Reeds Jewelers Review

Reeds Jewelers, founded in the 1940s by Bill and Roberta Zimmer, has grown to operate across 13 states in the U.S. Initially a family-run business, Reeds now resembles a typical large chain jeweler, with an emphasis on affordable, budget-friendly jewelry. The focus on low-cost items, however, often leads to compromises in quality and transparency, especially for diamonds.

Shopping Experience

Reeds stores generally follow a generic mall jewelry store format, offering a comfortable but uninspired environment. One of the main issues with chain retailers like Reeds is staff turnover. Many sales associates lack expertise in diamonds, which creates challenges for customers who need specialized guidance. The pushy upselling tactics and lack of in-depth product knowledge make it difficult for first-time buyers to trust their purchases.

Website and Design

Reeds’ website is straightforward but crowded, lacking detailed information on diamond quality. While it contains some educational content, this information is buried at the bottom of the pages, making it hard to access. Unlike other leading online jewelers like James Allen or Whiteflash, Reeds does not provide extensive details on diamond grading or certification. This lack of transparency leaves buyers uninformed about what they are truly purchasing.

Diamond Quality

While Reeds carries AGS and GIA certified diamonds, they often use bracket grades like “at least an I in color and an SI2 in clarity,” which makes it hard for buyers to know what they are getting. This ambiguity can lead to significant price variations that buyers may not be aware of. Many diamonds lack proper cut quality, leading to visible inclusions and yellowish hues, particularly in white metal settings.

Settings

Reeds offers a broad selection of settings, but their quality does not justify the pricing. The use of illusion settings and diamond chips in pave designs indicates a lack of confidence in the quality of their diamonds. These settings give an illusion of larger, high-quality stones but do not provide the true quality and craftsmanship that discerning buyers look for.

Pricing

Reeds’ pricing is generally high compared to the quality of their diamonds. Customers may find sterling silver items or charms that are appealing at affordable prices, but when it comes to diamond engagement rings, they are paying more for less. Comparable diamonds with better quality can be found for much lower prices at other specialized online jewelers.

Final Thoughts

Reeds Jewelers offers GIA and AGS certified diamonds, but beyond that, their offerings are subpar. The lack of transparency in diamond quality, pushy sales tactics, and high prices for low-quality stones make them a less desirable choice for those seeking a high-quality engagement ring. Buyers interested in quality and transparency should consider other options, such as Blue Nile, James Allen, or Whiteflash, for better value and a more informed buying experience.