Reeds Jewelers Opens Fayetteville Bridal Showroom, Moves Syracuse Store After 47 Years

Reeds Jewelers opened a bridal-focused showroom at 100 Dewey Avenue with a ribbon-cutting on March 3, 2026, expanding the family-owned chain to five stores and launching its second Rolex shop. Jeffrey Zimmer, president and CEO, said, "We're thrilled with this location... It's a wonderful location with wonderful people," and called the move "a new chapter" for the company.

The street address for the new showroom is 100 Dewey Ave., listed on Reeds’ store locator with ZIP 13066 and phone 315-701-4917, but municipal labels vary in reporting. CNYCentral and Reeds identify the location as Fayetteville, N.Y., while syracuse.com and The Post-Standard describe the former Ethan Allen building at 100 Dewey Ave. as in DeWitt off East Genesee Street across from Wegmans. The Ethan Allen store at that site closed May 2, 2021, after more than 50 years there and later opened a smaller outlet in Marshall’s Plaza in 2022; the large building remained vacant until Reeds’ lease activity.

Reeds is relocating its Syracuse-area store after 47 years, moving from its current DeWitt address at 3500 Erie Blvd. E., which the company has occupied since 2002. Zimmer told syracuse.com that "the DeWitt store will move to the Ethan Allen building in September." The company said the new Reeds footprint will increase from about 2,000 square feet to roughly 8,000 square feet—four times larger—while the full Ethan Allen building totals about 26,000 square feet. Zimmer said Reeds is leasing a portion of that building and will lease or sublease remaining space to another tenant but cannot yet name that tenant.

The Fayetteville showroom emphasizes bridal jewelry and an elevated sales experience. CNYCentral reports the space features expanded displays, private consultation areas, in-house technicians who service Rolex watches, additional luxury brands, and hospitality offerings including champagne or espresso for customers. Zimmer also noted that about 90% of Reeds’ bridal jewelry is custom-made at the company’s factory and is "designed to match the selected diamond and the customer's specifications."

As a business move, Reeds positions itself to capture traffic near Wegmans and new regional development. Zimmer observed, "Being across from Wegmans won’t hurt us either," and added, "And with Micron coming, it’s the perfect storm for us." The company’s Reeds Jewelers Fayetteville listing and phone number are publicly available through the Reeds store locator; Zimmer has said some operational details, tenant names, and exact timelines remain subject to finalization as the company settles into the larger 100 Dewey Ave. space.