Reeds, Kleinfeld Say Yes to Bridal Jewelry Collab

New York—Reeds Jewelers is tying the knot with wedding dress retailer Kleinfeld Bridal, of “Say Yes to The Dress” fame, collaborating on a collection of engagement rings and wedding bands.

The 32-piece collection will be sold in both Reeds’ stores and on its website.

“Both brands are so fortunate to be part of the biggest moments in our customers’ lives,” Reeds CEO Alan Zimmer said in a press release. “With Kleinfeld’s outstanding bridal reputation and our commitment to providing our customers with the best shopping experience, combining our two brands is the perfect fit.”

Started in Bay Ridge, Brooklyn in 1941 as a small salon that sold fur and special occasion dresses, Kleinfeld now has a 35,000-square-foot flagship in New York’s Chelsea neighborhood and has been featured on TLC’s “Say Yes” since 2007.

For Reeds, the partnership represents the retailer’s largest collaboration to date, Vice President of Marketing Mitch Cahn said in an interview with National Jeweler Tuesday.

The collection was inspired by Kleinfeld’s wedding dress selection, as well as its New York City roots.

Several rings are named after New York landmarks and streets such as Fulton, Whitehall, Park and Bowery.

“People come from all over the world to shop in their stores. It’s really a very New York experience when you’re there,” Cahn said.

The ring styles are reminiscent of a wedding gown, drawing inspiration from a sweetheart neckline, a favorite detail of Cahn’s, as well as flowing fabric, lace appliqués, and beaded embellishments.

The collection also features a signature Kleinfeld setting, similar to a European shank, which prevents the ring from spinning around the finger and ensures the diamond is in full view.

This is the second high-profile partnership announced by Reeds in recent weeks. Last month, the Wilmington, N.C.-based chain revealed it is one of two retailers teaming up with De Beers to carry its lab-grown diamond brand, Lightbox.

“We’re putting our foot out there this year,” Cahn said. “We’re doing all kinds of crazy stuff.” 

He could not confirm if Reeds Jewelers will be getting a shout-out on any upcoming episodes of “Say Yes to the Dress,” but he did say there will be a “cross-brand effort” to promote the new collection.