Lovers wishing to express the sparkle in their relationships might consider consulting Reeds Jewelers. Operating about 90 jewelry stores mainly in malls in 18 states from Texas to Delaware, Reeds offers diamond rings and jewelry, gold jewelry and chains, gemstone rings, watches, and other baubles. Though most operate under the Reeds Jewelers name, in malls where Reeds has already staked a claim, stores are called Mills Jewelers; Reeds also sells products via its Web site and catalog. Diamonds (mostly up to one carat in weight) and gems account for almost 60% of the firm's sales. Founded in 1946 by Bill and Roberta Zimmer, the family-owned chain is run by CEO Alan Zimmer.

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