Reeds Jewelers Opens Fayetteville Showroom, Relocates Syracuse Store to 100 Dewey Avenue

Reeds Jewelers formally opened a new showroom at 100 Dewey Avenue in Fayetteville, New York, with a ribbon-cutting ceremony on March 3, 2026. The family-owned jeweler moved its Syracuse operation into the Fayetteville space after 47 years, consolidating local service under a single address that also serves as the company’s fifth store.

The Fayetteville showroom is Reeds’ second Rolex shop, reinforcing the brand’s emphasis on luxury timepieces alongside engagement and diamond services. Reeds positions the location as part of continued expansion in Central New York; the company describes the move as reflecting steady growth in the region and a deeper commitment to local clients.

Jeffrey Zimmer, President & CEO, celebrated the new site’s neighbors and prospects for business. "We're thrilled with this location... It's a wonderful location with wonderful people," Zimmer said. He also said the new location reflects the company's continued growth in Central New York and emphasized service as a priority for the brand.

Customer experience at the Fayetteville showroom is being staged with hospitality in mind; shoppers are offered champagne or espresso while they browse. Zimmer framed that approach as part of a larger goal: to give customers “a great experience, not just selling products but serving the buyers,” a line that signals Reeds’ effort to make sales and aftercare feel like a single, attentive service.

Reeds’ corporate materials underline that positioning. On its website the company states, "For 80 years, REEDS Jewelers has helped mark life’s most meaningful moments" and identifies itself as "YOUR DESTINATION FOR ENGAGEMENT RINGS & LUXURY TIMEPIECES AT YOUR LOCAL REEDS JEWELERS." The site also highlights engagement and diamond expertise, luxury Swiss watch service and care, and a promise that "service doesn’t end at purchase — it’s part of our promise."

Practical details for shoppers: Reeds Jewelers - Fayetteville is listed at 100 Dewey Avenue, Fayetteville, New York, 13066, with a contact phone number of 315-701-4917. The company’s store locator also lists other locations for regional context, including Reeds Jewelers - Duxbury at 5 Standish Street, Duxbury, Massachusetts, 02332 (781-934-1592); Reeds Jewelers - Perinton at 1669 Pittsford Victor Road, Perinton, New York, 14534 (585-425-2316); Reeds Jenss - Orchard Park at 3515 Abbott Road, Orchard Park, New York (716-824-1007); and Reeds Jenss Amherst at 4001 Maple Rd, Amherst, New York (716-837-3934), the latter noted as an official Rolex retailer.

Images from the opening appear in a three-photo gallery; photo captions note, "Reeds Jewelers officially opened its new Fayetteville showroom with a ribbon-cutting ceremony on Tuesday. (March 3, 2026) (PHOTO BY CNY CENTRAL)." The gallery files are labeled RJ1.jpeg, RJ2.jpeg and RJ3.jpeg.

Several operational details were not disclosed at the ceremony: the Fayetteville showroom’s square footage, official store hours, a complete list of watch brands carried at the new location, names of local management, and whether on-site repair or full watch service will be available at this address. As Reeds settles into 100 Dewey Avenue, the new showroom — its fifth and second Rolex-designated location — will be a focal point for engagement buyers and collectors watching the company’s trajectory in Central New York.