Reeds Jewelers Founder Bill Zimmer was just a kid when he learned how to sell diamonds. His family operated retail jewelry stores. And as he learned the business from his brothers, so later would his children learn from him. In 1946, Bill and his wife, Roberta, found a small, downtown jewelry store for sale in Wilmington, North Carolina. They bought it and changed the name to Reeds Jewelers. Later, they opened a store in Whiteville, Jacksonville, and other cities in the Carolinas. By 1979, Zimmer controlled two dozen retail outlets. He and his wife ran the downtown Wilmington store. While they built their business, they also built a family. Their children are Herbert, Arlene, Jeffrey, and Alan. All worked in the family business while growing up.

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