REEDS JEWELERS INC
DEF 14A, 1996-06-04
JEWELRY STORES
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<PAGE>   1
 
                            SCHEDULE 14A INFORMATION
 
          PROXY STATEMENT PURSUANT TO SECTION 14(A) OF THE SECURITIES
                              EXCHANGE ACT OF 1934
 
Filed by the Registrant /X/
 
Filed by a Party other than the Registrant / /
 
Check the appropriate box:
 
<TABLE>
<S>                                             <C>
/ /  Preliminary Proxy Statement                / /  Confidential, for Use of the Commission
                                                     Only (as permitted by Rule 14a-6(e)(2))
/X/  Definitive Proxy Statement
/ /  Definitive Additional Materials
/ /  Soliciting Material Pursuant to Rule 14a-11(c) or Rule 14a-12
</TABLE>
 
                              REEDS JEWELERS, INC.
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified In Its Charter)
 
                                 James R. Rouse
- --------------------------------------------------------------------------------
    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)
 
Payment of Filing Fee (Check the appropriate box):
 
/X/  $125 per Exchange Act Rules 0-11(c)(1)(ii), 14a-6(i)(1), or 14a-6(i)(2) or
     Item 22(a)(2) of Schedule 14A.
 
/ /  $500 per each party to the controversy pursuant to Exchange Act Rule
     14a-6(i)(3).
 
/ /  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.
 
     (1)  Title of each class of securities to which transaction applies:
 
     (2)  Aggregate number of securities to which transaction applies:
 
     (3)  Per unit price or other underlying value of transaction computed
          pursuant to Exchange Act Rule 0-11 (Set forth the amount on which the
          filing fee is calculated and state how it was determined):
 
     (4)  Proposed maximum aggregate value of transaction:
 
     (5)  Total fee paid:
 
/ /  Fee paid previously with preliminary materials.
 
/ /  Check box if any part of the fee is offset as provided by Exchange Act Rule
     0-11(a)(2) and identify the filing for which the offsetting fee was paid
     previously. Identify the previous filing by registration statement number,
     or the Form or Schedule and the date of its filing.
 
     (1)  Amount Previously Paid:
 
     (2)  Form, Schedule or Registration Statement No.:
 
     (3)  Filing Party:
 
     (4)  Date Filed:
<PAGE>   2
 
                              REEDS JEWELERS, INC.
                         2525 SOUTH SEVENTEENTH STREET
                        WILMINGTON, NORTH CAROLINA 28401
 
                             ---------------------
 
                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
 
                             ---------------------
 
To Our Shareholders:
 
     The Annual Meeting of Shareholders of Reeds Jewelers, Inc. (the "Company")
will be held at the Hilton Hotel, 301 North Water Street, Wilmington, North
Carolina, on Thursday, July 11, 1996, at 11:00 a.m., local time, for the
following purposes:
 
          1. To elect nine (9) Directors to serve until the 1997 Annual Meeting
     of Shareholders or until their successors are elected and qualified;
 
          2. To ratify the appointment of Ernst & Young LLP as independent
     auditors of the Company for the fiscal year ending February 28, 1997; and
 
          3. To transact such other business as may properly come before the
     meeting or any adjournments thereof.
 
     Shareholders of record at the close of business on April 30, 1996 are
entitled to notice of and to vote at the meeting and any adjournments thereof.
 
                                               By Order of the Board of
                                               Directors,
 
                                               /s/ ROBERTA G. ZIMMER
                                               ---------------------------------
 
                                               ROBERTA G. ZIMMER
                                               Secretary
Wilmington, North Carolina
June 1, 1996
 
     SHAREHOLDERS ARE URGED TO VOTE BY SIGNING, DATING, AND RETURNING THE
ENCLOSED PROXY IN THE ENCLOSED ENVELOPE TO WHICH NO POSTAGE NEED BE AFFIXED IF
MAILED IN THE UNITED STATES.
<PAGE>   3
 
                              REEDS JEWELERS, INC.
                         2525 SOUTH SEVENTEENTH STREET
                        WILMINGTON, NORTH CAROLINA 28401
 
                             ---------------------
 
                                PROXY STATEMENT
 
                       FOR ANNUAL MEETING OF SHAREHOLDERS
                            TO BE HELD JULY 11, 1996
 
                             ---------------------
 
     This proxy statement is furnished in connection with the solicitation of
proxies on behalf of the Board of Directors of Reeds Jewelers, Inc. (the
"Company") to be voted at the Annual Meeting of Shareholders of the Company to
be held at the Hilton Hotel, 301 North Water Street, Wilmington, North Carolina,
on Thursday, July 11, 1996, at 11:00 a.m., local time, and at any adjournments
thereof. In addition to solicitation by mail, proxies may be solicited by
telephone or in person by officers, directors, and by other agents of the
Company without compensation therefor, except for reimbursement of actual
expenses. All costs of solicitation of proxies will be borne by the Company. The
Company expects to mail this proxy statement and enclosed form of proxy to its
shareholders on or about Monday, June 3, 1996.
 
     All shares represented by proxies received and not revoked will be voted in
accordance with the instructions therein. A proxy may be revoked prior to the
voting of the proxy by: (1) giving written notice to the Secretary of the
Company at the Company's executive office at 2525 South Seventeenth Street,
Wilmington, North Carolina 28401; (2) submitting a duly executed, later-dated
proxy to the Secretary of the Company; or (3) submitting notice to the Company,
prior to the exercise of the proxy, of the death or incapacity of the maker of
the proxy. A proxy is suspended if the person executing the proxy votes in
person at the meeting. Proxies duly executed and returned by shareholders which
specify no choice will be voted FOR election of the nominees for director as
proposed by the Board of Directors and FOR ratification of the appointment of
Ernst & Young as independent auditors. Although the Board of Directors is not
aware of any other matters to be presented at the meeting, if other matters are
properly presented at the meeting for action, the persons named in the enclosed
form of proxy and acting thereunder will have the discretion to vote on such
matters in accordance with their best judgment.
 
     The Board has fixed the close of business on April 30, 1996 as the record
date for the determination of shareholders entitled to notice of and to vote at
the meeting and any adjournments thereof. As of the record date, there were
outstanding 4,216,406 shares of Common Stock, which number represents all of the
voting securities of the Company. Each holder of Common Stock on the record date
is entitled to cast one vote per share, in person or by properly executed proxy,
with respect to each matter to be considered at the meeting. Directors are
elected by a plurality of the votes cast by the shares entitled to vote in the
election at a meeting at which a quorum is present. The proposal to approve the
appointment of independent auditors is approved if the votes in favor of the
proposal exceed the votes opposed to the proposal. Shares which are withheld as
to voting with respect to one or more of the nominees for Director and
abstentions will be counted in determining the existence of a quorum, but shares
held by a broker, as a nominee, that are not voted on any matter will not be
counted for such purposes. Abstentions, shares which are withheld as to voting
with respect to nominees for Director and shares held of record by a broker, as
a nominee, that are not voted with respect to any of the proposals will not be
counted as a vote in favor of or against such proposal, and, therefore, will
have no effect on the proposal to elect the Directors and the proposal to ratify
the appointment of independent auditors.
 
     Other than certain directors and officers of the Company, the Company is
aware of no person who beneficially owns more than five percent of the Company's
outstanding Common Stock. See "Election of Directors" below.
<PAGE>   4
 
                             ELECTION OF DIRECTORS
 
     Nine Directors are to be elected at the meeting and shall hold office until
the next Annual Meeting of Shareholders or until their respective successors
have been duly elected and qualified. All nominees have indicated that they are
willing and able to serve as Directors if elected. However, if any nominee for
Director shall withdraw his candidacy or otherwise be unable to serve, it is
intended that votes will be cast, pursuant to the discretionary power granted in
the enclosed form of proxy, for such substitute nominee or nominees as may be
nominated by the Board of Directors. Each director will be elected by a
plurality vote of the votes cast, in person or by proxy, at the meeting.
 
     THE BOARD OF DIRECTORS RECOMMENDS A VOTE FOR THE NOMINEES LISTED BELOW:
 
<TABLE>
<CAPTION>
                                                                    COMMON STOCK OF THE COMPANY
                                                                            BENEFICIALLY
                                                                      OWNED ON APRIL 30, 1996
                                                                ------------------------------------
                                                  YEAR FIRST                            PERCENT OF
        NAME, AGE, PRINCIPAL OCCUPATION,            BECAME      NUMBER OF              COMMON STOCK
             AND BUSINESS EXPERIENCE              DIRECTOR(1)   SHARES(2)               OUTSTANDING
- ------------------------------------------------- -----------   ---------              -------------
<S>                                               <C>           <C>                    <C>
ALAN M. ZIMMER, age 37; President and Chief
  Executive Officer for more than
  the past five years(3).........................     1981        956,879(4)(5)(9)(10)     22.69
WILLIAM R. ZIMMER, age 77; Chairman of the Board
  for more than the past five years(3)...........     1946         11,676                   0.28
JAMES R. ROUSE, age 54; Treasurer and Chief
  Financial Officer for more than the past five
  years..........................................     1986            590(4)                0.01
ROBERTA G. ZIMMER, age 71; Secretary for more
  than the past five years(3)....................     1952          4,362                   0.10
GARLAND WADDY GARRETT, age 55; Chairman and Chief
  Executive Officer of Alliance Agronomics, Inc.
  for more than the past five years; Director of
  Ag-Chem Equipment Co., Inc.....................     1994          5,000(4)                0.12
ARLENE ZIMMER SCHREIBER, age 45; Vice President
  and Secretary, Schreiber's Inc., a ladies
  specialty store, or its predecessor for more
  than the past five years(3)....................     1986        875,978(6)(9)(10)        20.78
RICHARD F. SHERMAN, age 52; Private Investor for
  more than the past five years; Director of
  50-Off Stores, Inc., Taco Cabana, Inc., and
  Papa John's International, Inc.................     1991            605(4)                0.01
HERBERT J. ZIMMER, age 50; Partner in the law
  firm of Zimmer and Zimmer, which serves as
  general counsel to the Company, for more than
  the past five years(3).........................     1986        918,811(7)(9)(10)        21.79
JEFFREY L. ZIMMER, age 39; Partner in the law
  firm of Zimmer and Zimmer, which serves as
  general counsel to the Company, for more than
  the past five years(3).........................     1986        891,659(8)(9)(10)        21.15
All directors and executive officers as a group
  (twelve persons)...............................               3,666,359                  86.95
</TABLE>
 
- ---------------
 
 (1) Year first became director of the Company or its predecessors.
 (2) Unless otherwise indicated, each person has sole voting and investment
     power over the shares beneficially owned by such person.
 (3) William R. Zimmer and Roberta G. Zimmer are the father and mother of Alan
     M. Zimmer, Herbert J. Zimmer, Jeffrey L. Zimmer, and Arlene Z. Schreiber.
 
                                        2
<PAGE>   5
 
 (4) Does not include shares which may be acquired by the exercise of options
     within 60 days of April 30, 1996 by the following persons pursuant to the
     Company's various stock option plans (G. Waddy Garrett, 2,420 shares; James
     R. Rouse, 16,335 shares; Richard F. Sherman, 4,840 shares; Alan M. Zimmer,
     19,360 shares) and all directors and executive officers as a group, 65,098
     shares.
 (5) Rose W. Zimmer, wife of Alan M. Zimmer, is the voting trustee of 50,653
     shares held in trust for their minor children. Such shares are included in
     the beneficial ownership of Alan M. Zimmer.
 (6) Ronald L. Schreiber, husband of Arlene Z. Schreiber, is the voting trustee
     of 40,766 shares held in trust for their minor child, Mark Harrison
     Schreiber. Their son, Andrew Michael Schreiber, owns 40,766 shares. Such
     shares are included in the beneficial ownership of Arlene Z. Schreiber.
 (7) Ronna T. Zimmer, wife of Herbert J. Zimmer, is the voting trustee of 86,372
     shares held in trust for their minor children. Such shares are included in
     the beneficial ownership of Herbert J. Zimmer.
 (8) Dale B. Zimmer, wife of Jeffrey L. Zimmer, is the voting trustee of 45,615
     shares held in trust for their minor children. In addition, Jeffrey L.
     Zimmer is the voting trustee of 6,845 shares held in trust for their minor
     children. Such shares are included in the beneficial ownership of Jeffrey
     L. Zimmer.
 (9) A partnership comprised of Alan M. Zimmer, Herbert J. Zimmer, Jeffrey L.
     Zimmer, and Arlene Z. Schreiber owns 46,927 shares of Company stock.
     Beneficial ownership for each of the above persons includes 11,731 shares
     over which each such person has the power to vote or dispose of such
     shares.
(10) The address of each person who beneficially owns more than 5% of the
     Company's Common Stock is 2525 South Seventeenth Street, Wilmington, North
     Carolina 28401.
 
COMMITTEES OF THE BOARD OF DIRECTORS; MEETINGS AND COMPENSATION OF DIRECTORS
 
     In accordance with the By-Laws of the Company, the Board of Directors has
established an Audit Committee and a Compensation Committee.
 
     The Audit Committee, which is composed of outside Directors, G. Waddy
Garrett (chairman) and Richard F. Sherman, as well as the Company's Treasurer
and Chief Financial Officer and Director, James R. Rouse, recommends to the
Board of Directors the engagement of the independent auditors of the Company and
reviews with the independent auditors the scope and results of the Company's
audits, the Company's internal accounting controls, and the professional
services furnished by the independent auditors to the Company. The Audit
Committee met three times in the fiscal year ended February 29, 1996.
 
     The Compensation Committee, which is composed of outside Directors, Richard
F. Sherman (chairman) and G. Waddy Garrett, reviews and approves all salary
arrangements and other remuneration for officers of the Company. It also is
responsible for review of certain benefit plans and for administration of the
stock option plans. The Compensation Committee met three times in the fiscal
year ended February 29, 1996.
 
     In the fiscal year ended February 29, 1996, the Board of Directors held
four meetings and Committees of the Board of Directors held a total of six
meetings. Each of the Directors attended 100% of the total number of meetings of
the Board of Directors and the Committees on which he served during the fiscal
year ended February 29, 1996.
 
     Officers of the Company who are also Directors do not receive any fee or
remuneration for services as members of the Board of Directors or of any
Committee of the Board of Directors. Non-management Directors received a
retainer fee of $5,000 per annum, $1,250 for each Board meeting attended, and
$500 for each Committee meeting attended last year.
 
                                        3
<PAGE>   6
 
                       COMPENSATION OF EXECUTIVE OFFICERS
 
     The following tables and narrative text set forth the compensation paid in
fiscal year ended February 29, 1996 and the two prior fiscal years to the
Company's Chief Executive Officer and the Company's four other most highly
compensated executive officers.
 
                           SUMMARY COMPENSATION TABLE
 
<TABLE>
<CAPTION>
                                                                         LONG-TERM
                                                                       COMPENSATION
                                                                       -------------
                                             ANNUAL COMPENSATION        SECURITIES
                                          --------------------------    UNDERLYING        ALL OTHER
      NAME AND PRINCIPAL POSITION         YEAR    SALARY    BONUS(1)   OPTIONS(#)(2)   COMPENSATION(3)
- ----------------------------------------  ----   --------   --------   -------------   ---------------
<S>                                       <C>    <C>        <C>        <C>             <C>
Alan M. Zimmer..........................  1996   $175,673   $ 55,000            0          $14,925
  President and Chief Executive Officer   1995    161,387    168,180       36,300           11,086
                                          1994    137,556    139,644        6,050           11,106
William R. Zimmer.......................  1996     72,208    100,000            0            4,780
  Chairman of the Board                   1995     70,662    130,000            0            4,158
                                          1994     67,565    113,756            0            3,840
James R. Rouse..........................  1996    140,596     25,000            0           21,704
  Treasurer and Chief Financial Officer   1995    133,035     68,794       30,250           17,612
                                          1994    116,880     58,745        3,025           17,622
Orville R. Westmoreland.................  1996    130,217     19,684            0           15,867
  Vice President of Financial Services    1995    119,018     63,706       30,250           11,382
                                          1994     94,450     38,262        3,025           11,048
Allen E. Metzner........................  1996    103,952     15,976        5,000           37,369
  Vice President of Administration and    1995     92,850     48,410       15,125           10,746
     Corporate Controller                 1994     63,292     13,243          605            4,413
</TABLE>
 
- ---------------
 
(1) Under the Company's Annual Bonus Plan, cash awards are made to participants
     based primarily upon the increase in corporate profitability for the
     current year over the average of the prior three years. All levels of
     management in the corporate office are covered under this plan. The plan
     also awards cash bonuses to store managers and district supervisors based
     on the profitability of their individual stores and districts. Awards are
     paid to participants annually, normally during the year following the
     Annual Bonus Plan year. A minimum annual bonus is guaranteed under the plan
     to each of the executives as follows: Alan M. Zimmer, $55,000; William R.
     Zimmer, $75,000; James R. Rouse, $25,000; and all other executives, $12,500
     each.
(2) Adjusted for 10% stock dividend issued on June 1, 1995.
(3) During each of the fiscal years ended February 29, 1996, February 28, 1995
     and 1994, the Company paid premiums for insurance to fund the supplemental
     executive retirement plan for each named executive as follows: Alan M.
     Zimmer, $6,428, William R. Zimmer, $0, James R. Rouse, $13,337, Orville R.
     Westmoreland, $7,500, and, in 1996 and 1995 only, Allan E. Metzner, $7,905.
     The Company also made contributions to the profit-sharing and 401(k)
     savings plan accounts of each named executive as follows: for the fiscal
     year ended February 29, 1996 for Alan M. Zimmer, $5,759, William R. Zimmer,
     $2,042, James R. Rouse, $5,630, Orville R. Westmoreland, $5,630, Allan E.
     Metzner, $5,655; for the fiscal year ended February 28, 1995 for Alan M.
     Zimmer, $4,658, William R. Zimmer, $4,158, James R. Rouse, $4,275, Orville
     R. Westmoreland, $3,882, and Allan E. Metzner, $2,600; and for the fiscal
     year ended February 28, 1994 for Alan M. Zimmer, $4,678, William R. Zimmer,
     $3,840, James R. Rouse, $4,285, Orville R. Westmoreland, $3,548, and Allan
     E. Metzner, $1,620.
 
                                        4
<PAGE>   7
 
                       OPTION GRANTS IN LAST FISCAL YEAR
 
<TABLE>
<CAPTION>
                                                                          POTENTIAL REALIZABLE VALUE AT ASSUMED
                                                                        ANNUAL RATES OF STOCK PRICE APPRECIATION
                                   INDIVIDUAL GRANTS                          FOR OPTION TERM (10 YEARS)(1)
                    ------------------------------------------------   -------------------------------------------
                                 % OF TOTAL
                                  OPTIONS                                       5%                    10%
                    NUMBER OF    GRANTED TO   EXERCISE                 --------------------   --------------------
                    SECURITIES   EMPLOYEES     OR BASE                 PRICE                  PRICE
                    UNDERLYING   IN FISCAL      PRICE     EXPIRATION    PER      AGGREGATE     PER      AGGREGATE
       NAME         OPTIONS(2)      YEAR      ($/SHARE)      DATE      SHARE       VALUE      SHARE       VALUE
- ------------------- ----------   ----------   ---------   ----------   ------   -----------   ------   -----------
<S>                 <C>          <C>          <C>         <C>          <C>      <C>           <C>      <C>
Gerald E. Smith....    5,000        35.5%       $9.50       7/12/04    $15.47   $    29,850   $24.64   $    75,700
Allen E. Metzner...    5,000        35.5%        9.50       7/12/04     15.47        29,850    24.64        75,700
All Shareholders as a Group.........................................    15.47    25,171,944    24.64    63,836,387
Named executives' portion of assumed value gained by all
  shareholders......................................................                  .0024                  .0024
</TABLE>
 
- ---------------
 
(1) The dollar gains under these columns result from calculations assuming 5%
     and 10% growth rates over an option period of ten years (except as
     otherwise noted) and are not intended to forecast future price appreciation
     of the Common Stock of the Company. The gains reflect a future value based
     upon growth at these prescribed rates. The Company did not use an
     alternative formula for a grant date valuation, an approach which would
     state gains at present, and therefore lower, value. Options have value to
     the listed executives and to all option recipients only if the stock price
     advances beyond the grant date price shown in the table during the
     effective option period.
(2) These awards were made pursuant to the 1994 Stock Option Plan. Under this
     plan, the option price must not be less than 100% of the fair market value
     of the Company's Common Stock on the date the option is granted. The fair
     market value of a share of the Company's Common Stock is the closing price
     as reported on the date of grant.
 
                AGGREGATED OPTION EXERCISES IN LAST FISCAL YEAR
                       AND FISCAL YEAR-END OPTION VALUES
 
<TABLE>
<CAPTION>
                                                                  SECURITIES UNDERLYING
                                                                   UNEXERCISED OPTIONS     VALUE OF UNEXERCISED
                                                                  AT FEBRUARY 29, 1996     IN-THE-MONEY OPTIONS
                                 SHARES ACQUIRED      VALUE           EXERCISABLE/            EXERCISABLE AT
             NAME                ON EXERCISE(#)    REALIZED($)      UNEXERCISABLE(#)      FEBRUARY 29, 1996($)(1)
- -------------------------------  ---------------   ------------   ---------------------   -----------------------
<S>                              <C>               <C>            <C>                     <C>
Alan M. Zimmer.................         0                0            12,100/36,300                35,750
James R. Rouse.................         0                0            10,285/30,250                26,763
Orville R. Westmoreland........         0                0             9,075/30,250                24,938
Gerald E. Smith................         0                0               363/20,125                   848
Allen E. Metzner...............         0                0               605/20,125                 1,413
</TABLE>
 
- ---------------
 
(1) Based on $7.50 per share at February 29, 1996.
 
                                        5
<PAGE>   8
 
                               PERFORMANCE GRAPH
 
             COMPARISON OF FIVE YEAR CUMULATIVE TOTAL RETURN AMONG
                             REEDS JEWELERS, INC.,
    CRSP TOTAL RETURN INDEX FOR THE NASDAQ STOCK MARKET (US COMPANIES), AND
                   NASDAQ RETAIL TRADE STOCKS INDUSTRY INDEX
 
<TABLE>
<CAPTION>
      MEASUREMENT PERIOD             REEDS           NASDAQ STOCK      NASDAQ
    (FISCAL YEAR COVERED)        JEWELERS, INC.        MARKET       RETAIL TRADE
<S>                              <C>                 <C>            <C>
1991                                   100             100             100
1992                                    93             143             162
1993                                   150             152             136
1994                                   343             180             151
1995                                   330             182             139
1996                                   260             254             164
</TABLE>
 
     The above graph assumes $100 invested on February 28, 1991 in the Company's
Common Stock, the Nasdaq Stock Market Index, and the Nasdaq Retail Trade Index
(Peer Index). The Nasdaq Stock Market Index and the Nasdaq Retail Trade Index
are calculated based on indexes prepared for Nasdaq by the Center for Research
in Securities Prices (CRSP) at the University of Chicago.
 
RELATIONSHIPS AND RELATED TRANSACTIONS
 
     The Company leases its corporate headquarters, consisting of 17,831 square
feet of office space and 155 parking spaces, from a partnership comprised of
Alan M. Zimmer, Herbert J. Zimmer, Jeffrey L. Zimmer, and Arlene Z. Schreiber.
Alan M. Zimmer is President and Chief Executive Officer of the Company and
Herbert J. Zimmer, Jeffrey L. Zimmer, and Arlene Z. Schreiber are all Directors.
Monthly rental payments under the leases are $23,127, escalating to $23,520 on
January 1, 1999, and rising to $23,929 on January 1, 2003. The Company also pays
the related insurance, property taxes, maintenance fees, and utilities for this
location. The leases for these facilities expire December 31, 2006. Based on
rentals charged for comparable properties in Wilmington, the Company believes
the terms of the leases are no less favorable to the Company than those that
could be obtained from unaffiliated parties.
 
     Herbert J. Zimmer and Jeffrey L. Zimmer are partners in the law firm of
Zimmer and Zimmer, which serves as general counsel to the Company. During the
fiscal year ended February 29, 1996, Zimmer and Zimmer received from the Company
legal fees and reimbursement of costs advanced in the amount of $175,000. Legal
fees paid to Zimmer and Zimmer are based on the firm's customary fees for
similar services.
 
     Between June 30, 1989 and February 6, 1990, the Company borrowed a total of
$1,370,000 from three of its principal shareholders, of which $470,000 was
repaid as of May 28, 1991. The amounts borrowed
 
                                        6
<PAGE>   9
 
accumulate interest at the prime rate as quoted monthly in the Wall Street
Journal. The amounts remaining outstanding under the notes are $615,000 to Alan
M. Zimmer, $185,000 to Arlene Z. Schreiber, and $100,000 to Ronna T. Zimmer (the
wife of Herbert J. Zimmer). These amounts are evidenced by various subordinated
notes and are due and payable upon full payment of all senior obligations or
with approval of all senior lenders.
 
                      REPORT OF THE COMPENSATION COMMITTEE
               OF THE BOARD OF DIRECTORS OF REEDS JEWELERS, INC.
                           ON EXECUTIVE COMPENSATION
 
     The Compensation Committee, which is composed of outside Directors, Richard
F. Sherman (chairman) and G. Waddy Garrett, reviews and approves all salary
arrangements and other remuneration for officers of the Company. It also is
responsible for review of certain benefit plans and for administration of the
stock option plans. The Compensation Committee met three times in the fiscal
year ended February 29, 1996.
 
     The primary responsibility of the Company's management is to maximize
shareholder value over time. To accomplish this objective, the Company's
business strategy and operating plans are derived from its goal to increase the
net earnings of the Company at least 15% annually on a sustained basis. The
overall goal of the Compensation Committee is to pay executive officers in a
manner that is consistent with and linked to this strategic objective.
 
     The Committee believes that the compensation package of executive officers
must be structured to enable the Company to attract, retain, and encourage the
continued development of its executive officers. Accordingly, the Company's
executive officers are compensated as follows:
 
          GUARANTEED COMPENSATION:  An executive of the Company is compensated
     for the required general management and specific technical skills demanded
     by his position. The value of such skills are determined by evaluation of
     the executive's demonstrated knowledge, experience, productivity, and
     effectiveness, as well as the value placed upon such qualities as reflected
     by compensation for similar positions within the retail jewelry industry.
     Such guaranteed compensation for each executive is in the form of a base
     salary and certain benefits designed to relieve financial concerns of the
     executive regarding illness, disability, retirement, or death. The base
     salary of each executive is reviewed annually in light of the
     aforementioned criteria and typically is increased, as appropriate for each
     executive, within the general guidelines for all salary increases within
     the Company. Alan M. Zimmer received a 9% increase in base salary during
     the fiscal year ended February 29, 1996 because of the record sales and
     earnings performance of the Company during the fiscal year ended February
     28, 1995.
 
          PAY FOR PERFORMANCE:  An executive of the Company is challenged to
     perform and manage so that the Company's goal to increase the net earnings
     of the Company at least 15% annually on a sustained basis is achieved or
     exceeded. Accordingly, the President and Chief Executive Officer is
     eligible to earn up to 100% of annualized base salary and all other
     executives are each eligible to earn up to 50% of annualized base salary in
     the form of an annual cash bonus. Each executive earns the maximum bonus
     when corporate earnings before taxes for the current year are at least 20%
     higher than the average corporate earnings before taxes for the three
     previous years; if such increase in earnings is less than 20%, each
     executive earns a proportionate share of the potential maximum bonus. Alan
     M. Zimmer earned 31% of annualized base salary for the year ended February
     29, 1996 since corporate earnings before taxes for that year were 6% higher
     than the average corporate earnings before taxes for the three previous
     years.
 
          EQUITY PARTICIPATION:  An executive of the Company makes numerous
     tactical decisions about the short-term operations of the Company, and also
     provides consistent input and influence regarding longer-term strategic
     issues. In addition, because the Company believes that its shareholders are
     attracted primarily by its consistent and increasing profitability, the
     executive's daily application and interpretation of the Company's policies
     and procedures must be couched within a longer-term perspective. Stock
     ownership aligns the interests of executives with those of shareholders.
     Accordingly, the final component of executive compensation provides for the
     periodic granting of stock options as a longer-term incentive designed to
     reward executives for managing the Company over a period of several years
     in a manner that
 
                                        7
<PAGE>   10
 
     is more likely to increase shareholder value through higher market
     valuations of the Company's share price as the result of consistent and
     sustainable increases in profitability. Factors considered regarding the
     timing and number of stock options granted include the executive's scope of
     responsibility and time in the position, as well as corporate performance.
     Alan M. Zimmer received no stock options during the fiscal year ended
     February 29, 1996.
 
     SUMMARY.  The Committee believes that the executive compensation policies
and programs described in this report serve the interests of the shareholders
and the Company. Compensation of executive officers is intended to be linked to,
and commensurate with, Company performance and with shareholder expectations.
The Committee believes that the practice and the performance results of the
compensation philosophy described herein should be measured over a period
sufficiently long to determine whether strategy development and implementation
are in line with, and responsive to, shareholder expectations.
 
                                            Richard F. Sherman, Chairman
                                            G. Waddy Garrett
 
                              INDEPENDENT AUDITORS
 
     Ernst & Young, Certified Public Accountants, have been recommended by the
Board of Directors to serve as independent auditors of the Company for the
fiscal year ending February 28, 1997. Ernst & Young is the present independent
auditor of the Company and has served in this capacity for the past four years.
The Company knows of no direct or material indirect financial or other interest
of Ernst & Young in the Company.
 
     Representatives of Ernst & Young are expected to be present at the Annual
Meeting and will have the opportunity to make a statement if they desire to do
so and will be available to respond to appropriate questions.
 
     THE BOARD OF DIRECTORS RECOMMENDS A VOTE FOR THE APPOINTMENT OF ERNST &
YOUNG AS THE COMPANY'S INDEPENDENT AUDITORS FOR THE FISCAL YEAR ENDING FEBRUARY
28, 1997.
 
                             SHAREHOLDER PROPOSALS
 
     Proposals of shareholders for the 1997 Annual Meeting of Shareholders of
the Company must be received at the Company's corporate office, P.O. Box 2229,
2525 South Seventeenth Street, Wilmington NC 28401, Attention: Corporate
Secretary, no later than February 28, 1997.
 
                                 ANNUAL REPORT
 
     The Company's Annual Report to Shareholders and Annual Report on Form 10-K
for the year ended February 29, 1996 are included in this mailing to all
shareholders.
 
                                            By Order of the Board of Directors,
 
                                            /s/ ROBERTA G. ZIMMER
                                            ------------------------------------
 
                                            ROBERTA G. ZIMMER
                                            Secretary
 
Wilmington, North Carolina
June 1, 1996
 
                                        8
<PAGE>   11
                                                                       APPENDIX 

 
PROXY                         REEDS JEWELERS, INC.
                         2525 SOUTH SEVENTEENTH STREET
                        WILMINGTON, NORTH CAROLINA 28401
 
   THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS OF THE COMPANY
 
    The undersigned hereby appoints Alan M. Zimmer and Roberta G. Zimmer, or
either of them, as agents, each with the power to appoint his or her substitute,
and hereby authorizes them to represent and to vote, as designated below, all
the shares of Common Stock of Reeds Jewelers, Inc. (the "Company") held of
record by the undersigned on April 30, 1996 at the Annual Meeting of
Shareholders to be held at the Hilton Hotel, 301 North Water Street, Wilmington,
North Carolina, on Thursday, July 11, 1996, at 11:00 a.m., local time, and at
any adjournments thereof.
 
1.  ELECTION OF DIRECTORS
 
<TABLE>
<S>   <C>                                                            <C>
      / /  FOR all nominees listed below (except as marked to        / /  WITHHOLD AUTHORITY to vote for all nominees listed
           the contrary below)                                            below
                 Garland Waddy Garrett; James R. Rouse; Arlene Z. Schreiber; Richard F. Sherman; Alan M. Zimmer;
                           Herbert J. Zimmer; Jeffrey L. Zimmer; Roberta G. Zimmer; William R. Zimmer.
      (INSTRUCTION: To withhold authority to vote for any individual nominee, write that nominee's name on the space
      provided below.)
- ------------------------------------------------------------------------------------------------------------------------
</TABLE>
 
2.  TO APPROVE THE APPOINTMENT OF ERNST & YOUNG LLP AS INDEPENDENT AUDITORS FOR
    THE YEAR ENDING FEBRUARY 28, 1997.
 
                 FOR  / /        AGAINST  / /        ABSTAIN  / /
 
3.  In their discretion, the proxy agents are authorized to vote upon such other
    business as may properly come before the meeting.
 
    This proxy, when properly executed, will be voted in the manner directed
herein by the undersigned shareholder. If no direction is made, this proxy will
be voted for all the nominees for Director and for Proposal 2.
 
                                           Please sign exactly as name appears
                                           below. When shares are held as joint
                                           tenants, both should sign. When
                                           signing as attorney, executor,
                                           administrator, trustee or guardian,
                                           please give full title as such. If a
                                           corporation, please sign in full
                                           corporate name by the president or
                                           other authorized officer. If a
                                           partnership, please sign in
                                           partnership name by an authorized
                                           person.
 
                                           -------------------------------------
                                           Signature

 
                                           -------------------------------------
                                           Signature if held jointly
 
PLEASE MARK, SIGN, DATE, AND RETURN THE PROXY CARD PROMPTLY, USING THE ENCLOSED
                                   ENVELOPE.
 
DATED: ____________ , 1996


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