“When your name is on the door, you take things a lot more personally,” says Reis-Nichols owner B.J. Nichols. “This is my family’s business. It was built on values like honesty and respect. I want customers to come back to Reis-Nichols because they appreciate the quality of our merchandise and the professionalism of the people they buy it from.”

Being a part of the joyous moments in the lives of others… is a beautiful thing! Beyond the captivating allure of diamonds, the fabulous array of jewelry and the world-renown watches that Reis-Nichols carries, you’ll find a warm and genuine family who truly believe that it is their job to make others happy. “People depend on us to help them find the gift that will make their special moment perfect,” says B.J. Nichols. “We take that very seriously.” For Reis-Nichols it’s all about bringing the best of the best to Indianapolis—the best quality, best selection and, most importantly, the best value. There is something for everyone at Reis-Nichols. Humbly, the entire Nichols family has a hand in the business, primarily behind the scenes, while giving the real credit to their loyal employees. Having been in business for nearly 100 years, beautiful jewelry from Reis-Nichols can be seen trickled throughout the city, on people everywhere. But diamonds and sparkling jewelry aside, it’s the smiles that so effortlessly surround you when you enter the store that make you realize what a beautiful place Reis-Nichols truly is.