A new, ‘landmark’ store is opening soon at Fenton. Here’s what to know
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- Reeds Jewelers will open a landmark store at Cary’s Fenton in 2025.
- Interior includes bar, seating areas, in-house jeweler and on-site watchmaker.
- Store will host events and carry Rolex, Omega, Breitling and Tudor brands.
Reeds Jewelers has multiple stores in the Triangle. But its newest location will be something locals might never have experienced before.
The nearly 80-year-old retailer, which was founded in North Carolina, is opening a new, “landmark” store at Cary’s Fenton.
Spanning 7,800 square feet, the store has begun welcoming customers but will hold its official grand opening in January, Genna Zimmer, vice president of strategy and growth, told The News & Observer in a phone interview.
Reeds is the latest jeweler to open at Fenton, joining Bailey’s Fine Jewelry and Kendra Scott.
What is a Reeds ‘landmark’ store?
“We like to look at our landmark stores as just matching the store design to the experience that Reeds has always delivered,” Zimmer said.
Reeds’ landmark store closest to the Triangle is at Mayfaire Town Center in Wilmington.
The jeweler’s locations at Crabtree Valley Mall, Triangle Town Center and The Streets at Southpoint lack the “community hub” that the Fenton landmark store is meant to be, said Zimmer, whose grandparents founded the company in 1946.
Inside the store, customers will find a bar and areas to relax. With a larger footprint — double or triple the size of many other Reeds locations — the retailer will be able to host events such as sip-and-shops and product launches.
“We want to see our guests often, even if they’re not shopping,” Zimmer said. “We want them to feel comfortable and to want to hang out, see the new watch releases and to try on or build beautiful, new jewelry.”
Jewelry available at Reeds
In terms of jewelry available in store, Reeds will bring “the best of the best” to the Fenton location, Zimmer said. There will be a large selection of watches from brands such as Rolex, Omega, Breitling and Tudor, along with an in-house jeweler and on-site watchmaker.
“We really pride ourselves on custom design, and we do a lot with our clients,” Zimmer said.
While the company had considered building a stand-alone destination store, Zimmer said, Reeds ended up choosing the mixed-use development in Cary, where its customers can easily park and visit other shops and restaurants during an outing.
“What we wanted was a destination within a beautiful lifestyle center,” Zimmer said. “Fenton is a gorgeous lifestyle center.”
This story was originally published November 20, 2025 at 12:20 PM.
