Reeds Jewelers is leaving its longtime home on Maple Road in Amherst for a brand-new flagship rising at the corner of Main Street and Chateau Terrace in Snyder, a 12,000-square-foot showroom that will include a bridal salon, a dedicated Rolex boutique, and a hospitality bar called Sammy's. Construction is already underway, with the company targeting a May 2027 opening, according to local news reports cited in National Jeweler.
The new flagship will carry more than 12,285 square feet of dedicated jewelry retail space, with roughly 1,100 square feet set aside just for Rolex products alongside a visible watch and jewelry repair area, according to National Jeweler. Reeds Jewelers President and CEO Jeffrey Zimmer, the company's third-generation owner, said the move and expansion were needed to keep evolving the business, adding that it creates an opportunity to create jobs and continue investing in associates while serving the community for over a hundred years.
A Site With a Contentious Past
The Snyder property wasn't empty land waiting for a developer. It previously held the Squire Shop at 4548-4564 Main Street and a residence at 22 Chateau Terrace; the Squire Shop building and the garage at 22 Chateau Terrace were demolished in 2024 after a local group called Fruehauf and Chateau Homeowners for a Clean Environment unsuccessfully challenged the project's environmental review, a challenge that was affirmed on appeal in July 2025, per FindLaw. Neighbors had originally opposed the density and traffic impacts of the commercial redevelopment before construction was allowed to move forward.
Those traffic concerns didn't disappear once building began. In August 2026, construction activity at the Main Street and Chateau Terrace site drew complaints from residents and staff at the nearby Bornhava school for children with disabilities, according to WGRZ. Bornhava staff raised safety concerns about morning and afternoon transit, prompting the Amherst Police Department to monitor traffic and school bus access near the site.
Reeds Jenss at Maple Road
A 2018 Buffalo Rising report identified Reeds Jenss at 4001 Maple Road, even as the flagship jewelry business moves to Snyder.
Part of a Broader Regional Push
The Snyder flagship isn't an isolated project. It follows a similar rollout earlier this year in Fayetteville, near Syracuse, where Reeds relocated its Syracuse-area store to an expanded 8,000-square-foot location at 100 Dewey Ave., part of a 26,000-square-foot retail development that opened in March. That showroom, which replaced a previous outlet in DeWitt, includes expanded displays, private consultation suites and refined interiors that the company says reflect its commitment to an elevated client experience. Zimmer said the Fayetteville showroom offers a more personalized and elevated client experience and continues the company's commitment to quality, integrity and exceptional service throughout Central New York.
Real estate lease materials for the Fayetteville development state that Reeds aims to become the largest authorized Rolex dealer operating between Toronto and New York City, according to a LoopNet listing, and dedicated Rolex boutiques are central features of both the Fayetteville and Snyder designs. Reeds Jewelers is a New York-based company.
Jeffrey Zimmer's Industry Connections
Jeffrey Zimmer stays in regular communication with North Carolina CEO Alan Zimmer, according to National Jeweler, which also profiled him for its 2025 Retailer Hall of Fame.
A 2018 report from Buffalo Rising described a Reeds Jenss drive and drop-off to assist Colvin Cleaners' Coats 4 Kids program. As construction continues near Bornhava, the Snyder flagship stands as the most visible marker yet of Reeds' push toward bigger, more elaborate standalone showrooms across Upstate New York.
