FRIEDMANS INC
S-8, 1999-03-03
JEWELRY STORES
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<PAGE>
 
    As filed with the Securities and Exchange Commission on March 3, 1999.
                                                    Registration No. 333-_______
================================================================================

                      SECURITIES AND EXCHANGE COMMISSION
                            WASHINGTON, D.C.  20549

                          __________________________
                                   FORM S-8
                            REGISTRATION STATEMENT
                                     UNDER
                          THE SECURITIES ACT OF 1933
- --------------------------------------------------------------------------------
                                FRIEDMAN'S INC.
              (Exact Name of Issuer as Specified in its Charter)

               Delaware                                    58-2058362
     (State or Other Jurisdiction of                   (I.R.S. Employer
     Incorporation or Organization)                  Identification Number)

                              4 WEST STATE STREET
                           SAVANNAH, GEORGIA  31401
                                (912) 233-9333
   (Address, including zip code, and telephone number of principal executive
                                   offices)


                 FRIEDMAN'S INC. 1999 LONG-TERM INCENTIVE PLAN
                           (Full Title of the Plan)

                               VICTOR M. SUGLIA
                            Chief Financial Officer
                                FRIEDMAN'S INC.
                              4 WEST STATE STREET
                            SAVANNAH, GEORGIA 31401
                                (912) 233-9333
(Name, address, including zip code, and telephone number, including area code,
                             of agent for service)

                          __________________________

                        CALCULATION OF REGISTRATION FEE
<TABLE>
<CAPTION>
================================================================================================================================
                                                          Proposed                Proposed
    Title of Securities            Amount to              Maximum                 Maximum              Amount of
      to be Registered           be Registered         Offering Price            Aggregate          Registration Fee
                                                        Per Unit (1)         Offering Price (1)
- --------------------------------------------------------------------------------------------------------------------------------
<S>                              <C>                   <C>                   <C>                    <C>
Class A Common Stock, $.01           500,000                $10.50              $5,250,000             $1,460
par value per share
- --------------------------------------------------------------------------------------------------------------------------------
</TABLE>

(1)  Determined in accordance with Rule 457(h), the registration fee calculation
     is based on the average of the high and low prices of the Registrant's
     Common Stock reported on the Nasdaq National Market on February 26, 1999.
<PAGE>
 
                                    PART I
             INFORMATION REQUIRED IN THE SECTION 10(A) PROSPECTUS


     (a)  The documents constituting Part I of this Registration Statement will
be sent or given to participants in the Plan as specified by Rule 428(b)(1)
under the Securities Act of 1933, as amended.

     (b)  Upon written or oral request, the Company will provide, without
charge, the documents incorporated by reference in Item 3 of Part II of this
Registration Statement. The documents are incorporated by reference in the
Section 10(a) prospectus. The Company will also provide, without charge, upon
written or oral request, other documents requested to be delivered to employees
pursuant to Rule 428(b). Requests for the above mentioned information should be
directed to Victor M. Suglia, Secretary, at Friedman's Inc., 4 West State
Street, Savannah, Georgia, 31401.


                                    PART II
                INFORMATION REQUIRED IN REGISTRATION STATEMENT

ITEM 3.  INCORPORATION OF DOCUMENTS BY REFERENCE

     The following documents filed by Friedman's Inc. (the "Company") (File No.
000-22356) with the Securities and Exchange Commission (the "Commission")
pursuant to the Securities Exchange Act of 1934, as amended (the "Exchange
Act"), are incorporated herein by reference and are deemed to be a part hereof
from the date of the filing of such documents:

     (1)  The Registrant's Annual Report on Form 10-K for the fiscal year ended
September 30, 1998.

     (2)  All other reports filed by the Registrant pursuant to Section 13(a) or
15(d) of the Exchange Act since September 30, 1998.

     (3)  The description of the Registrant's Class A Common Stock contained in
the Registrant's Registration Statement on Form 8-A, dated September 9, 1993,
filed under Section 12 of the Exchange Act, including all amendments or reports
filed for the purpose of updating such description.

     (4)  All other documents subsequently filed by the Registrant pursuant to
Section 13(a), 13(c), 14 and 15(d) of the Exchange Act prior to the filing of a
post-effective amendment to this Registration Statement that indicates that all
securities offered have been sold or that deregisters all securities that remain
unsold.

     Any statement contained in a document incorporated or deemed incorporated
herein by reference shall be deemed to be modified or superseded for the purpose
of this Registration Statement to the extent that a statement contained herein
or in any subsequently filed document
<PAGE>
 
which also is, or is deemed to be, incorporated herein by reference modifies or
supersedes such statement. Any such statement so modified or superseded shall
not be deemed, except as so modified or superseded, to constitute a part of this
Registration Statement.

ITEM 4.  DESCRIPTION OF SECURITIES.  Not Applicable.

ITEM 5.  INTERESTS OF NAMED EXPERTS AND COUNSEL.  Not Applicable.

ITEM 6.  INDEMNIFICATION OF DIRECTORS AND OFFICERS

     Section 145 of the General Corporation Law of the State of Delaware
empowers a Delaware corporation to indemnify present and former directors,
officers, employees or agents of the corporation.  The Ninth article of the
Certificate of Incorporation, as amended, of the Company provides:

     NINTH:  Limitation of Liability; Indemnification

   A.     Limitation of Directors' Liability

     To the fullest extent that the General Corporation Law of the State of
   Delaware, as it exists on the date hereof or as it may hereafter be amended,
   permits the limitation or elimination of the liability of directors, no
   director of the Company shall be liable to the Company or its stockholders
   for monetary damages for breach of fiduciary duty as a director. No amendment
   to or repeal of this Section A of this Article shall apply to or have any
   effect on the liability or alleged liability of any director of the Company
   for or with respect to any acts or omissions of such director occurring prior
   to such amendment or repeal.

   B.  INDEMNIFICATION

     1.  Right to Indemnification.  The Company shall to the fullest extent
   permitted by applicable law as then in effect indemnify any person (the
   "Indemnitee") who was or is involved in any manner (including, without
   limitation, as a party or witness) or is threatened to be made so involved in
   any threatened, pending or completed investigation, claim, action, suit or
   proceeding, whether civil, criminal, administrative or investigative
   (including, without limitation, any action, suit or proceeding by or in the
   right of the Company to procure a judgment in its favor) (a "Proceeding") by
   reason of the fact that he is or was a director or officer of the Company, or
   is or was serving at the request of the Company as a director, officer,
   employee or agent of another corporation, partnership, joint venture, trust
   or other enterprise (including, without limitation, any employee benefit
   plan) against all expenses (including attorneys' fees), judgments, fines and
   amounts paid in settlement actually and reasonably incurred by him in
   connection with such Proceeding.  Such indemnification shall be a contract
   right and shall include the right to receive payment in advance of any
   expenses incurred by the Indemnitee in connection with such Proceeding,
   consistent with the provisions of applicable law as then in effect.
<PAGE>
 
     (2)  Insurance, Contracts and Funding.  The Company may purchase and
   maintain insurance to protect itself and any Indemnitee against any expenses,
   judgments, fines and amounts paid in settlement as specified in Section B-1
   of this Article or incurred by any Indemnitee in connection with any
   Proceeding referred to in Section B-1 of this Article, to the fullest extent
   permitted by applicable law as then in effect.  The Company may enter into
   contracts with any director or officer of the Company in furtherance of the
   provisions of this Article and may create a trust fund, grant a security
   interest or use other means (including, without limitation, a letter of
   credit) to ensure the payment of such amounts as may be necessary to effect
   indemnification as provided in this Article.

     (3)  Indemnification Not Exclusive Right.  The right of indemnification
   provided in this Article shall not be exclusive of any other rights to which
   those seeking indemnification may otherwise be entitled, and the provisions
   of this Article shall inure to the benefit of the heirs and legal
   representatives of any person entitled to indemnity under this Article and
   shall be applicable to proceedings commenced or continuing after the adoption
   of this Article, whether arising from acts or omissions occurring before or
   after such adoption.

     (4)  Advancement of Expenses; Procedures; Presumptions and Effects of
   Certain Proceedings; Remedies.  In furtherance but not in limitation of the
   foregoing provisions, the following procedures, presumptions and remedies
   shall apply with respect to the advancement of expenses and the right to
   indemnification under this Article:

          (a)  Advancement of Expenses. All reasonable expenses incurred by or
      on behalf of an Indemnitee in connection with any Proceeding shall be
      advanced to the Indemnitee by the Company within 20 days after the receipt
      by the Company of a statement or statements from the Indemnitee requesting
      such advance or advances from time to time, whether prior to or after
      final disposition of such Proceeding. Such statement or statements shall
      reasonably evidence the expenses incurred by the Indemnitee and, if
      required by law at the time of such advance, shall include or be
      accompanied by an undertaking by or on behalf of the Indemnitee to repay
      the amounts advanced if it should ultimately be determined that the
      Indemnitee is not entitled to be indemnified against such expenses
      pursuant to this Article.

          (b)  Procedure for Determination of Entitlement to Indemnification.
      (i) To obtain indemnification under this Article, an Indemnitee shall
      submit to the Secretary of the Company a written request, including such
      documentation as is reasonably available to the Indemnitee and reasonably
      necessary to determine whether and to what extent the Indemnitee is
      entitled to indemnification (the "Supporting Documentation"). The
      determination of the Indemnitee's entitlement to indemnification shall be
      made no later than 60 days after receipt by the Company of the written
      request for indemnification together with the Supporting Documentation.
      The Secretary of the Company shall, promptly upon
<PAGE>
 
      receipt of such a request for indemnification, advise the Board of
      Directors in writing that the Indemnitee has requested indemnification.

          (ii)  The Indemnitee's entitlement to indemnification under this
         Article shall be determined in one of the following ways: (A) by a
         majority vote of the Disinterested Directors (as hereinafter defined),
         if they constitute a quorum of the Board of Directors; (B) by a written
         opinion of Independent Counsel (as hereinafter defined) if a quorum of
         the Board of Directors consisting of Disinterested Directors is not
         obtainable or, even if obtainable, a majority of such Disinterested
         Directors so directs; (C) by the stockholders of the Company entitled
         to vote; or (D) as provided in Section B-4(c) of this Article.

          (iii) In the event the determination of entitlement to indemnification
         is to be made by Independent Counsel pursuant to Section B-4(b)(ii) of
         this Article, a majority of the Disinterested Directors shall select
         the Independent Counsel, but only an Independent Counsel to which the
         Indemnitee does not reasonably object.

          (c)   Presumptions and Effect of Certain Proceedings.  Except as
      otherwise expressly provided in this Article, the Indemnitee shall be
      presumed to be entitled to indemnification under this Article upon
      submission of a request for indemnification together with the Supporting
      Documentation in accordance with Section B-4(b)(i), and thereafter the
      Company shall have the burden of proof to overcome that presumption in
      reaching a contrary determination.  In any event, if the person or persons
      empowered under Section B-4(b) of this Article to determine entitlement to
      indemnification shall not have been appointed or shall not have made a
      determination within 60 days after the receipt by the Company of the
      request therefor together with the Supporting Documentation, the
      Indemnitee shall be entitled to indemnification unless (A) the Indemnitee
      misrepresented or failed to disclose a material fact in making the request
      for indemnification or in the Supporting Documentation or (B) such
      indemnification is prohibited by law.  The termination of any Proceeding
      described in Section B-1, or of any claim, issue or matter therein, by
      judgment, order, settlement or conviction, or upon a plea of nolo
      contendere or its equivalent, shall not, of itself, adversely affect the
      right of the Indemnitee to indemnification or create a presumption that
      the Indemnitee did not act in good faith and in a manner which he
      reasonably believed to be in or not opposed to the best interests of the
      Company or, with respect to any criminal proceeding, that the Indemnitee
      had reasonable cause to believe that his conduct was unlawful.

          (d)   Remedies of Indemnitee. (i) In the event that a determination
      is made pursuant to Section B-4(b) of this Article that the Indemnitee is
      not entitled to indemnification under this Article, (A) the Indemnitee
      shall be entitled to seek an adjudication of his entitlement to such
      indemnification either, at the Indemnitee's sole option, in (x) an
      appropriate court of the State of Delaware or any other court of competent
      jurisdiction or (y) an arbitration to be conducted by
<PAGE>
 
      a single arbitrator pursuant to the rules of the American Arbitration
      Association; (B) any such judicial proceeding or arbitration shall be de
      novo and the Indemnitee shall not be prejudiced by reason of such adverse
      determination; and (C) in any such judicial proceeding or arbitration the
      Company shall have the burden of proving that the Indemnitee is not
      entitled to indemnification under this Article.

          (ii)   If a determination shall have been made or deemed to have been
      made, pursuant to Section B-4(b) or (c), that the Indemnitee is entitled
      to indemnification, the Company shall be obligated to pay the amounts
      constituting such indemnification within five days after such
      determination has been made or deemed to have been made and shall be
      conclusively bound by such determination unless (A) the Indemnitee
      misrepresented or failed to disclose a material fact in making the request
      for indemnification or in the Supporting Documentation or (B) such
      indemnification is prohibited by law. In the event that (C) advancement of
      expenses is not timely made pursuant to Section B-4(a) or (D) payment of
      indemnification is not made within five days after a determination if
      entitlement to indemnification has been made or deemed to have been made
      pursuant to Section B-4(b) or (c), the Indemnitee shall be entitled to
      seek judicial enforcement of the Company's obligation to pay to the
      Indemnitee such advancement of expenses or indemnification.
      Notwithstanding the foregoing, the Company may bring an action, in an
      appropriate court of the State of Delaware or any other court of competent
      jurisdiction, contesting the right of the Indemnitee to receive
      indemnification hereunder due to the occurrence of an event described in
      subclause (A) or (B) of this clause (ii) (a "Disqualifying Event");
      provided, however, that in any such action the Company shall have the
      burden of proving the occurrence of such Disqualifying Event. 


          (iii)  The Company shall be precluded from asserting in any judicial
      proceeding or arbitration commenced pursuant to this Section B-4(d) that
      the procedures and presumptions of this Article are not valid, binding and
      enforceable and shall stipulate in any such court or before any such
      arbitrator that the Company is bound by all the provisions of this
      Article.

          (iv)   In the event that the Indemnitee, pursuant to this Section B-
      4(d), seeks a judicial adjudication of or an award in arbitration to
      enforce his rights under, or to recover damages for breach of, this
      Article, the Indemnitee shall be entitled to recover from the Company, and
      shall be indemnified by the Company against, any expenses actually and
      reasonably incurred by him if the Indemnitee prevails in such judicial
      adjudication. If it shall be determined in such judicial adjudication or
      arbitration that the Indemnitee is entitled to receive part but not all of
      the indemnification or advancement of expenses sought, the expenses
      incurred by the Indemnitee in connection with such judicial adjudication
      or arbitration shall be prorated accordingly.

          (e)    Definitions. For purposes of this Section B-4:
<PAGE>
 
          (i)    "Disinterested Director" means a director of the Company who is
         not or was not a party to the Proceeding in respect of which
         indemnification is sought by the Indemnitee.

          (ii)   "Independent Counsel" means a law firm or a member of a law
         firm that neither presently is, nor in the past five years has been,
         retained to represent (A) the Company or the Indemnitee in any matter
         material to either such party or (B) any other party to the Proceeding
         giving rise to a claim for indemnification under this Article.
         Notwithstanding the foregoing, the term "Independent Counsel" shall not
         include any person who, under the applicable standards of professional
         conduct then prevailing under the law of the State of Delaware, would
         have a conflict of interest in representing either the Company or the
         Indemnitee in an action to determine the Indemnitee's rights under this
         Article.

     (5) Severability.  If any provisions of this Article shall be held to be
   invalid, illegal or unenforceable for any reason whatsoever:  (a) the
   validity, legality and enforceability of the remaining provisions of this
   Article (including, without limitation, all portions of any paragraph of this
   Article containing any such provision held to be invalid, illegal or
   unenforceable that are not themselves invalid, illegal or unenforceable)
   shall not in any way be affected or impaired thereby; and (b) to the fullest
   extent possible, the provisions of this Article (including, without
   limitation, all portions of any paragraph of this Article containing any such
   provision held to be invalid, illegal or unenforceable that are not
   themselves invalid, illegal or unenforceable) shall be construed so as to
   give effect to the intent manifested by the provision held invalid, illegal
   or unenforceable.

     The Registrant has purchased directors and officers' liability insurance
covering many of the possible actions and omissions of persons acting or failing
to act in such capacities.

ITEM 7.  EXEMPTION FROM REGISTRATION CLAIMED.  Not Applicable.

ITEM 8.  EXHIBITS

     The exhibits listed in the Exhibit Index are filed as part of this
Registration Statement.

ITEM 9.  UNDERTAKINGS

     (a)  The undersigned Registrant hereby undertakes:

          (1)  To file, during any period in which offers or sales are being 
made, a post-effective amendment to this Regulation Statement.

               (i)  To include any prospectus required by Section 10(a)(3) of
     the Securities Act of 1933;
<PAGE>
 
               (ii)   To reflect in the prospectus any facts or events arising
     after the effective date of this Registration Statement (or the most recent
     post-effective amendment thereof) which, individually or in the aggregate,
     represent a fundamental change in the information set forth in this
     Registration Statement;

               (iii)  To include any material information with respect to the
     plan of distribution not previously disclosed in this Registration
     Statement or any material change to such information in this Registration
     Statement;

    provided, however, that paragraphs (a)(1)(i) and (a)(1)(ii) above do not
apply if the registration statement is on Form S-3 or Form S-8, and the
information required to be included in a post-effective amendment by those
paragraphs is contained in periodic reports filed by the Registrant pursuant to
Section 13 or Section 15(d) of the Exchange Act that are incorporated by
reference in this Registration Statement.

          (2)  That, for the purpose of determining any liability under the
Securities Act of 1933, each such post-effective amendment shall be deemed to be
a new registration statement relating to the securities being offered therein,
and the offering of such securities at that time shall be deemed to be the
initial bona fide offering thereof.

          (3)  To remove from registration by means of a post-effective
amendment any of the securities being registered which remain unsold at the
termination of the offering.

     (b)  The undersigned Registrant hereby undertakes that, for purposes of
determining any liability under the Securities Act of 1933, each filing of the
Registrant's annual report pursuant to Section 13(a) or Section 15(d) of the
Exchange Act (and, where applicable, each filing of an employee benefit plan's
annual report pursuant to Section 15(d) of the Exchange Act) that is
incorporated by reference in this Registration Statement shall be deemed to be a
new registration statement relating to the securities offered therein, and the
offering of such securities at that time shall be deemed to be the initial bona
fide offering thereof.

     (c)  Insofar as indemnification for liabilities arising under the
Securities Act of 1933 may be permitted to directors, officers and controlling
persons of the Registrant pursuant to the foregoing provisions, or otherwise,
the Registrant has been advised that in the opinion of the Securities and
Exchange Commission such indemnification is against public policy as expressed
in the Act and is, therefore, unenforceable. In the event that a claim for
indemnification against such liabilities (other than the payment by the
Registrant of expenses incurred or paid by a director, officer or controlling
person of the Registrant in the successful defense of any action, suit or
proceeding) is asserted by such director, officer or controlling person in
connection with the securities being registered, the Registrant will, unless in
the opinion of its counsel the matter has been settled by controlling precedent,
submit to a court of appropriate jurisdiction the question whether such
indemnification by it is against public policy as expressed in the Act and will
be governed by the final adjudication of such issue.
<PAGE>
 
                                  SIGNATURES

     The Registrant. Pursuant to the requirements of the Securities Act of 1933,
the Registrant, Friedman's Inc. certifies that it has reasonable grounds to
believe that it meets all of the requirements for filing on Form S-8 and has
duly caused this Registration Statement to be signed on its behalf by the
undersigned, thereunto duly authorized, in the City of Savannah, State of
Georgia, on February 25, 1999.


                                   FRIEDMAN'S INC.


                                   By: /s/ Bradley J. Stinn
                                      ------------------------
                                   Bradley J. Stinn
                                   Chief Executive Officer


                               POWER OF ATTORNEY
                                        
    KNOW ALL MEN BY THESE PRESENTS that each person whose signature appears
below constitutes and appoints Bradley J. Stinn and Victor M. Suglia and each of
them (with full power in each to act alone), as his true and lawful attorneys-
in-fact and agents, with full power of substitution and resubstitution, for him
and in his name, place and stead, in any and all capacities, to sign any and all
amendments (including post-effective amendments) to this Registration Statement,
and to file the same, with all exhibits thereto and other documents in
connection therewith, with the Securities and Exchange Commission, granting unto
such attorneys-in-fact and agents, and each of them, full power and authority to
do and perform each and every act and thing requisite and necessary to be done
in and about the premises, as fully to all intents and purposes as he might or
could do in person, hereby ratifying and confirming all that said attorneys-in-
fact and agents, or either of them, or their or his substitute or substitutes,
may lawfully do or cause to be done by virtue hereof.

     Pursuant to the requirements of the Securities Act of 1933, this
Registration Statement has been signed by the following persons in the
capacities indicated as of February __, 1999.

               Signature                                    Capacity
               ---------                                    --------
 
 
/s/ Bradley J. Stinn                    President, Chief Executive Officer and 
- ---------------------------    
Bradley J. Stinn                        Chairman of the Executive Committee of
                                        the Board of Directors
                                        

                   [Signatures continued on following page]
<PAGE>
 
     /s/ Victor M. Suglia               Senior Vice President - Chief Financial
- ------------------------------ 
Victor M. Suglia                        Officer (Principal Financial and
                                        Accounting Officer)
                                              
     /s/ Sterling B. Brinkley           Chairman of the Board of Directors
- ------------------------------
Sterling B. Brinkley
 
     /s/ John E. Cay III                Director
- ------------------------------
John E. Cay III
 
 
     /s/ Robert W. Cruickshank          Director
- ------------------------------ 
Robert W. Cruickshank
 
 
     /s/ David B. Parshall              Director
- ------------------------------
David B. Parshall
 

     /s/ Mark C. Pickup                 Director
- ------------------------------
Mark C. Pickup
<PAGE>
 
                                                   Registration No. 333-________


                      SECURITIES AND EXCHANGE COMMISSION

                            WASHINGTON, D.C.  20549
                                        
                     _____________________________________


                              EXHIBITS FILED WITH

                            REGISTRATION STATEMENT

                                  ON FORM S-8

                                     UNDER

                          THE SECURITIES ACT OF 1933

                     _____________________________________

                               FRIEDMAN'S, INC.
                              4 WEST STATE STREET
                           SAVANNAH, GEORGIA  31401
                                (912) 233-9333

                                 EXHIBIT INDEX
                                      TO
                      REGISTRATION STATEMENT ON FORM S-8
<PAGE>
 
                                 EXHIBIT INDEX

                      REEGISTRATION STATEMENT OF FORM S-8


Exhibit Number                         Description
- --------------                         -----------

     4.1            Registrant's Certificate of Incorporation, as amended
                    (incorporated by reference from Exhibit 4(a) to the
                    Registrant's Registration Statement on Form S-8 (File No.
                    333-17755) dated March 21, 1997).

     4.2            Bylaws of the Registrant's (incorporated by reference from
                    Exhibit 3.2 to the Registrant's Registration Statement on
                    Form S-1 (File No. 33-67662), and amendments thereto,
                    originally filed on August 19, 1993).

     4.3            See Exhibits 4.1 and 4.2 for provisions of the Certificate
                    of Incorporation and Bylaws of the Registrant defining the
                    rights of holders of Class A and Class B Common Stock of the
                    Registrant. 

     5              Opinion of counsel of Registrant.

     23.1           Consent of counsel (included in Exhibit 5)

     23.2           Consent of Ernst & Young LLP

     24             Power of Attorney (included on signature page of this
                    Registration Statement)

     99             Friedman's Inc. 1999 Long-Term Incentive Plan

<PAGE>
 
                                                                       EXHIBIT 5

                               ALSTON & BIRD LLP

                              One Atlantic Center
                          1201 West Peachtree Street
                          Atlanta, Georgia 30309-3424

                                 404-881-7000
                               Fax: 404-881-4777
                                www.alston.com

                                 March 2, 1999

Friedman's Inc.
4 West State Street
Savannah, Georgia 31401

          Re:  Form S-8 Registration Statement --
               Friedman's Inc. 1999 Long-Term Incentive Plan

Ladies and Gentlemen:

     We have acted as counsel for Friedman's Inc., a Delaware corporation (the
"Corporation"), in connection with the referenced Registration Statement on Form
S-8 (the "Registration Statement") being filed by the Corporation with the
Securities and Exchange Commission (the "Commission") under the Securities Act
of 1933, as amended, and covering 500,000 shares of the Corporation's Class A
common stock, $0.01 par value ("Common Stock"), that may be issued pursuant to
the grant or exercise of awards under the Friedman's Inc. 1999 Long-Term
Incentive Plan (the "Plan"). This Opinion Letter is rendered pursuant to Item 8
of Form S-8 and Item 601(b)(5) of Regulation S-K.

     In the capacity described above, we have considered such matters of law and
of fact, including the examination of originals or copies, certified or
otherwise identified to our satisfaction, of such records and documents of the
Corporation, certificates of public officials and such other documents as we
have deemed appropriate as a basis for the opinions hereinafter set forth.

     Based upon the foregoing, it is our opinion that the 500,000 shares of
Common Stock covered by the Registration Statement and to be issued pursuant to
the Plan, when issued accordance with the terms and conditions of the Plan, will
be legally and validly issued, fully paid and nonassessable.

     The opinions set forth herein are limited to the laws of the State of
Delaware as expressed in the Delaware General Corporation Law, in reliance
solely on published general compilations thereof as of the date hereof. This
Opinion Letter is provided to you for your benefit and for the benefit of the
Commission, in each case, solely with regard to the Registration Statement, may
be relied upon by you and the Commission only in 
<PAGE>
 
connection with the Registration Statement, and may not be relied upon by any
other person or for any other purpose without our prior written consent.

     We hereby consent to the filing of this opinion as an exhibit to the
Registration Statement and further consent to the use of our name wherever
appearing in the Registration Statement.


                              Sincerely,

                              ALSTON & BIRD LLP



                              By: /s/ Laura Thatcher
                                 ------------------------
                                   Partner

<PAGE>
 
                                                                    EXHIBIT 23.1


                        CONSENT OF INDEPENDENT AUDITORS


     We consent to the incorporation by reference in the Registration Statement
on Form S-8 for registration of 500,000 shares of common stock pertaining to the
Friedman's Inc. 1999 Long-Term Incentive Plan of our report dated November 18,
1998, with respect to the consolidated financial statements and schedule of
Friedman's Inc. included in the Annual Report on Form 10-K for the year ended
September 30, 1998, filed with the Securities and Exchange Commission.


                                                               ERNST & YOUNG LLP

Atlanta, Georgia
February 24, 1999

<PAGE>
 
                                                                      EXHIBIT 99

                                        
                                FRIEDMAN'S INC.
                         1999 LONG-TERM INCENTIVE PLAN

                                   ARTICLE I
                                    PURPOSE
                                        
     1.1  GENERAL.  The purpose of the Friedman's Inc. 1999 Long-Term Incentive
          -------                                                    
Plan (the "Plan") is to promote the success, and enhance the value, of
Friedman's Inc. (the "Company"), by linking the personal interests of its
employees, officers, consultants and directors to those of Company stockholders
and by providing such persons with an incentive for outstanding performance. The
Plan is further intended to provide flexibility to the Company in its ability to
motivate, attract, and retain the services of employees, officers, consultants
and directors upon whose judgment, interest, and special effort the successful
conduct of the Company's operation is largely dependent. Accordingly, the Plan
permits the grant of incentive awards from time to time to selected employees,
officers, consultants and directors.

                                   ARTICLE 2
                                EFFECTIVE DATE

     2.1  EFFECTIVE DATE.  The Plan shall be effective as of the date upon which
          --------------                                                  
it shall be approved by the Board. However, the Plan shall be submitted to the
stockholders of the Company for approval within 12 months of the Board's
approval thereof. No Incentive Stock Options granted under the Plan may be
exercised prior to approval of the Plan by the stockholders and if the
stockholders fail to approve the Plan within 12 months of the Board's approval
thereof, any Incentive Stock Options previously granted hereunder shall be
automatically converted to Non-Qualified Stock Options without any further act.
In the discretion of the Committee, Awards may be made to Covered Employees
which are intended to constitute qualified performance-based compensation under
Code Section 162(m). Any such Awards shall be contingent upon the stockholders
having approved the Plan.

                                   ARTICLE 3
                                  DEFINITIONS
                                        
     3.1  DEFINITIONS.  When a word or phrase appears in this Plan with the
          -----------                                                      
initial letter capitalized, and the word or phrase does not commence a sentence,
the word or phrase shall generally be given the meaning ascribed to it in this
Section or in Section 1.1 unless a clearly different meaning is required by the
context.  The following words and phrases shall have the following meanings:
<PAGE>
 
          (a)  "Award" means any Option, Stock Appreciation Right, Restricted
     Stock Award, Performance Unit Award, Dividend Equivalent Award, or Other
     Stock-Based Award, or any other right or interest relating to Stock or
     cash, granted to a Participant under the Plan.

          (b)  "Award Agreement" means any written agreement, contract, or other
     instrument or document evidencing an Award.

          (c)  "Board" means the Board of Directors of the Company.

          (d)  "Board Year" means the approximately twelve-month period between
     annual meetings of the Company's stockholders at which directors are
     elected, which, for purposes of Article 16 of the Plan, is the period for
     which Retainer is earned.

          (e)  "Change in Control" means and includes each of the following:

               (1)  The acquisition by any individual, entity or group (within
          the meaning of Section 13(d)(3) or 14(d)(2) of the 1934 Act) (a
          "Person") of beneficial ownership (within the meaning of Rule 13d-3
          promulgated under the 1934 Act) of 25% or more of the combined voting
          power of the then outstanding voting securities of the Company
          entitled to vote generally in the election of directors (the
          "Outstanding Company Voting Securities"); provided, however, that for
          purposes of this subsection (1), the following acquisitions shall not
          constitute a Change of Control: (i) any acquisition by a Person who is
          on the Effective Date the beneficial owner of 25% or more of the
          Outstanding Company Voting Securities, (ii) any acquisition directly
          from the Company, (iii) any acquisition by the Company, (iv) any
          acquisition by any employee benefit plan (or related trust) sponsored
          or maintained by the Company or any corporation controlled by the
          Company, or (v) any acquisition by any corporation pursuant to a
          transaction which complies with clauses (i), (ii) and (iii) of
          subsection (3) of this definition; or

               (2)  Individuals who, as of the Effective Date, constitute the
          Board (the "Incumbent Board") cease for any reason to constitute at
          least a majority of the Board; provided, however, that any individual
          becoming a director subsequent to the Effective Date whose election,
          or nomination for election by the Company's stockholders, was approved
          by a vote of at least a majority of the directors then comprising the
          Incumbent Board shall be considered as though such individual were a
          member of the Incumbent Board, but excluding, for this purpose, any
          such individual whose initial assumption of office occurs as a result
          of an actual or threatened election contest with respect to the
          election or removal of directors or other actual 
<PAGE>
 
          or threatened solicitation of proxies or consents by or on behalf of a
          Person other than the Board; or

               (3)  Consummation of a reorganization, merger or consolidation or
          sale or other disposition of all or substantially all of the assets of
          the Company (a "Business Combination"), in each case, unless,
          following such Business Combination, (i) all or substantially all of
          the individuals and entities who were the beneficial owners of the
          Outstanding Company Voting Securities immediately prior to such
          Business Combination beneficially own, directly or indirectly, more
          than 50% of the combined voting power of the then outstanding voting
          securities entitled to vote generally in the election of directors of
          the corporation resulting from such Business Combination (including,
          without limitation, a corporation which as a result of such
          transaction owns the Company or all or substantially all of the
          Company's assets either directly or through one or more subsidiaries)
          in substantially the same proportions as their ownership, immediately
          prior to such Business Combination of the Outstanding Company Voting
          Securities, and (ii) no Person (excluding any corporation resulting
          from such Business Combination or any employee benefit plan (or
          related trust) of the Company or such corporation resulting from such
          Business Combination) beneficially owns, directly or indirectly, 25%
          or more of the combined voting power of the then outstanding voting
          securities of such corporation except to the extent that such
          ownership existed prior to the Business Combination, and (iii) at
          least a majority of the members of the board of directors of the
          corporation resulting from such Business Combination were members of
          the Incumbent Board at the time of the execution of the initial
          agreement, or of the action of the Board, providing for such Business
          Combination; or

               (4)  Approval by the stockholders of the Company of a complete
          liquidation or dissolution of the Company.

          (f)  "Code" means the Internal Revenue Code of 1986, as amended from
     time to time.

          (g)  "Committee" means the committee of the Board described in Article
     4.

          (h)  "Company" means Friedman's Inc., a Delaware corporation.

          (i)  "Covered Employee" means a covered employee as defined in Code
     Section 162(m)(3).

          (j)  "Disability" shall mean any illness or other physical or mental
     condition of a Participant that renders the Participant incapable of
     performing his 
<PAGE>
 
     customary and usual duties for the Company, or any medically determinable
     illness or other physical or mental condition resulting from a bodily
     injury, disease or mental disorder which, in the judgment of the Committee,
     is permanent and continuous in nature. The Committee may require such
     medical or other evidence as it deems necessary to judge the nature and
     permanency of the Participant's condition.

          (k)  "Dividend Equivalent" means a right granted to a Participant
     under Article 11 .

          (l)  "Effective Date" has the meaning assigned such term in Section
     2.1.

          (m)  "Election Form" means a form approved by the Committee pursuant
     to which a Non-Employee Director elects a form of payment of his or her
     Retainer, as provided in Article 16.

          (n)  "Fair Market Value", on any date, means (i) if the Stock is
     listed on a securities exchange or is traded over the Nasdaq National
     Market, the closing sales price on such exchange or over such system on
     such date or, in the absence of reported sales on such date, the closing
     sales price on the immediately preceding date on which sales were reported,
     or (ii) if the Stock is not listed on a securities exchange or traded over
     the Nasdaq National Market, the mean between the bid and offered prices as
     quoted by Nasdaq for such date, provided that if it is determined that the
     fair market value is not properly reflected by such Nasdaq quotations, Fair
     Market Value will be determined by such other method as the Committee
     determines in good faith to be reasonable.

          (o)  "Incentive Stock Option" means an Option that is intended to meet
     the requirements of Section 422 of the Code or any successor provision
     thereto.

          (p)  "Non-Employee Director" means a director of the Company who is
     not an employee of the Company or of any of its Subsidiaries or affiliates.

          (q)  "Non-Qualified Stock Option" means an Option that is not an
     Incentive Stock Option.

          (r)  "Option" means a right granted to a Participant under Article 7
     of the Plan to purchase Stock at a specified price during specified time
     periods. An Option may be either an Incentive Stock Option or a Non-
     Qualified Stock Option.

          (s)  "Other Stock-Based Award" means a right, granted to a Participant
     under Article 12, that relates to or is valued by reference to Stock or
     other Awards relating to Stock.
<PAGE>
 
          (t)  "Parent" means a corporation which owns or beneficially owns a
     majority of the outstanding voting stock or voting power of the Company.
     For Incentive Stock Options, the term shall have the same meaning as set
     forth in Code Section 424(e).

          (u)  "Participant" means a person who, as an employee, officer,
     consultant or director of the Company or any Subsidiary, has been granted
     an Award under the Plan.

          (v)  "Performance Unit" means a right granted to a Participant under
     Article 9, to receive cash, Stock, or other Awards, the payment of which is
     contingent upon achieving certain performance goals established by the
     Committee.

          (w)  "Plan" means the Friedman's Inc. 1999 Long-Term Incentive Plan,
     as amended from time to time.

          (x)  "Restricted Stock Award" means Stock granted to a Participant
     under Article 10 that is subject to certain restrictions and to risk of
     forfeiture.

          (y)  "Retainer" means the compensation payable by the Company to a 
     Non-Employee Director for service as a director of the Company (and, if
     applicable, as the chairman of a committee of the Board), as such amount
     may be changed from time to time.

          (z)  "Stock" means the $.01 par value Class A common stock of the
     Company and such other securities of the Company as may be substituted for
     Stock pursuant to Article 14.

          (aa) "Stock Equivalent Amount" means the portion (in 10% increments)
     of a Non-Employee Director's Retainer for a Board Year that he or she has
     elected to receive in the form of Stock pursuant to Article 16.

          (bb) "Stock Appreciation Right" or "SAR" means a right granted to a
     Participant under Article 8 to receive a payment equal to the difference
     between the Fair Market Value of a share of Stock as of the date of
     exercise of the SAR over the grant price of the SAR, all as determined
     pursuant to Article 8.

          (cc) "Subsidiary" means any corporation, limited liability company,
     partnership or other entity of which a majority of the outstanding voting
     stock or voting power is beneficially owned directly or indirectly by the
     Company.  For Incentive Stock Options, the term shall have the meaning set
     forth in Code Section 424(f).
<PAGE>
 
          (dd) "1933 Act" means the Securities Act of 1933, as amended from time
     to time.

          (ee) "1934 Act" means the Securities Exchange Act of 1934, as amended
     from time to time.

                                   ARTICLE 4
                                ADMINISTRATION

     4.1  COMMITTEE.  The Plan shall be administered by the Compensation
          ---------                                                     
Committee of the Board or, at the discretion of the Board from time to time, by
the Board.  The Committee shall consist of two or more members of the Board.  It
is intended that the directors appointed to serve on the Committee shall be
"non-employee directors" (within the meaning of Rule 16b-3 promulgated under the
1934 Act) and "outside directors" (within the meaning of Code Section 162(m) and
the regulations thereunder) to the extent that Rule 16b-3 and, if necessary for
relief from the limitation under Code Section 162(m) and such relief is sought
by the Company, Code Section 162(m), respectively, are applicable.  However, the
mere fact that a Committee member shall fail to qualify under either of the
foregoing requirements shall not invalidate any Award made by the Committee
which Award is otherwise validly made under the Plan.  The members of the
Committee shall be appointed by, and may be changed at any time and from time to
time in the discretion of, the Board.  During any time that the Board is acting
as administrator of the Plan, it shall have all the powers of the Committee
hereunder, and any reference herein to the Committee (other than in this Section
4.1) shall include the Board.

     4.2  ACTION BY THE COMMITTEE.  For purposes of administering the Plan, the
          -----------------------                                              
following rules of procedure shall govern the Committee.  A majority of the
Committee shall constitute a quorum.  The acts of a majority of the members
present at any meeting at which a quorum is present, and acts approved
unanimously in writing by the members of the Committee in lieu of a meeting,
shall be deemed the acts of the Committee.  Each member of the Committee is
entitled to, in good faith, rely or act upon any report or other information
furnished to that member by any officer or other employee of the Company or any
Parent or Subsidiary, the Company's independent certified public accountants, or
any executive compensation consultant or other professional retained by the
Company to assist in the administration of the Plan.

     4.3  AUTHORITY OF COMMITTEE.  The Committee has the exclusive power,
          ----------------------                                         
authority and discretion to:

          (a)  Designate Participants;

          (b)  Determine the type or types of Awards to be granted to each
     Participant;
<PAGE>
 
          (c)  Determine the number of Awards to be granted and the number of
     shares of Stock to which an Award will relate;

          (d)  Determine the terms and conditions of any Award granted under the
     Plan, including but not limited to, the exercise price, grant price, or
     purchase price, any restrictions or limitations on the Award, any schedule
     for lapse of forfeiture restrictions or restrictions on the exercisability
     of an Award, and accelerations or waivers thereof, based in each case on
     such consi derations as the Committee in its sole discretion determines;

          (e)  Accelerate the vesting or lapse of restrictions of any
     outstanding Award, based in each case on such considerations as the
     Committee in its sole discretion determines;

          (f)  Determine whether, to what extent, and under what circumstances
     an Award may be settled in, or the exercise price of an Award may be paid
     in, cash, Stock, other Awards, or other property, or an Award may be
     canceled, forfeited, or surrendered;

          (g)  Prescribe the form of each Award Agreement, which need not be
     identical for each Participant;

          (h)  Decide all other matters that must be determined in connection
     with an Award;

          (i)  Establish, adopt or revise any rules and regulations as it may
     deem necessary or advisable to administer the Plan;

          (j)  Make all other decisions and determinations that may be required
     under the Plan or as the Committee deems necessary or advisable to
     administer the Plan; and

          (k)  Amend the Plan or any Award Agreement as provided herein.

     4.4. DECISIONS BINDING.  The Committee's interpretation of the Plan, any
          -----------------                                                  
Awards granted under the Plan, any Award Agreement and all decisions and
determinations by the Committee with respect to the Plan are final, binding, and
conclusive on all parties.

                                   ARTICLE 5
                          SHARES SUBJECT TO THE PLAN
                                        
     5.1. NUMBER OF SHARES.  Subject to adjustment as provided in Section 14.1,
          ----------------                                                     
the aggregate number of shares of Stock reserved and available for Awards or
which may be used to provide a basis of measurement for or to determine the
value of 
<PAGE>
 
an Award (such as with a Stock Appreciation Right or Performance Unit Award)
shall be 500,000, of which not more than 10% may be granted as Awards of
Restricted Stock or unrestricted Stock Awards.

     5.2. LAPSED AWARDS.  To the extent that an Award is canceled, terminates,
          -------------                                                       
expires or lapses for any reason, any shares of Stock subject to the Award will
again be available for the grant of an Award under the Plan and shares subject
to SARs or other Awards settled in cash will be available for the grant of an
Award under the Plan.

     5.3. STOCK DISTRIBUTED.  Any Stock distributed pursuant to an Award may
          -----------------                                                 
consist, in whole or in part, of authorized and unissued Stock, treasury Stock
or Stock purchased on the open market.

     5.4. LIMITATION ON AWARDS.  Notwithstanding any provision in the Plan to
          --------------------                                               
the contrary (but subject to adjustment as provided in Section 14.1), the
maximum number of shares of Stock with respect to one or more Options and/or
SARs that may be granted during any one calendar year under the Plan to any one
Participant shall be 100,000.  The maximum fair market value (measured as of the
date of grant) of any Awards other than Options and SARs that may be received by
any one Participant (less any consideration paid by the Participant for such
Award) during any one calendar year under the Plan shall be $3,000,000.

                                   ARTICLE 6
                                  ELIGIBILITY
                                        
     6.1. GENERAL.  Awards may be granted only to individuals who are employees,
          -------                                                               
officers, consultants or directors of the Company or a Parent or Subsidiary.

                                   ARTICLE 7
                                 STOCK OPTIONS
                                        
     7.1. GENERAL.  The Committee is authorized to grant Options to Participants
          -------                                                               
on the following terms and conditions:

          (a)  EXERCISE PRICE.  The exercise price per share of Stock under an
               --------------                                                 
     Option shall be determined by the Committee, provided that the exercise
     price for any Option shall not be less than the Fair Market Value as of the
     date of the grant.

          (b)  TIME AND CONDITIONS OF EXERCISE.  The Committee shall determine
               -------------------------------                                
     the time or times at which an Option may be exercised in whole or in part.
     The Committee also shall determine the performance or other conditions, if
     any, that must be satisfied before all or part of an Option may be
     exercised.  The Committee may waive any exercise provisions at any time in
     whole or in part based 
<PAGE>
 
     upon factors as the Committee may determine in its sole discretion so that
     the Option becomes exerciseable at an earlier date.

          (c)  PAYMENT.  The Committee shall determine the methods by which the
               -------                                                         
     exercise price of an Option may be paid, the form of payment, including,
     without limitation, cash, shares of Stock, or other property (including
     "cashless exercise" arrangements), and the methods by which shares of Stock
     shall be delivered or deemed to be delivered to Participants; provided that
     if shares of Stock surrendered in payment of the exercise price were
     themselves acquired otherwise than on the open market, such shares shall
     have been held by the Participant for at least six months.

          (d)  EVIDENCE OF GRANT.  All Options shall be evidenced by a written
               -----------------                                              
     Award Agreement between the Company and the Participant.  The Award
     Agreement shall include such provisions, not inconsistent with the Plan, as
     may be specified by the Committee.

          (e)  ADDITIONAL OPTIONS UPON EXERCISE.  The Committee may, in its sole
               --------------------------------                                 
     discretion, provide in an Award Agreement, or in an amendment thereto, for
     the automatic grant of a new Option to any Participant who delivers shares
     of Stock as full or partial payment of the exercise price of the original
     Option.  Any new Option granted in such a case (i) shall be for the same
     number of shares of Stock as the Participant delivered in exercising the
     original Option, (ii) shall have an exercise price of 100% of the Fair
     Market Value of the surrendered shares of Stock on the date of exercise of
     the original Option (the grant date for the new Option), and (iii) shall
     have a term equal to the unexpired term of the original Option.

     7.2. INCENTIVE STOCK OPTIONS.  The terms of any Incentive Stock Options
          -----------------------                                           
granted under the Plan must comply with the following additional rules:

          (a)  EXERCISE PRICE.  The exercise price per share of Stock shall be
               --------------                                                 
     set by the Committee, provided that the exercise price for any Incentive
     Stock Option shall not be less than the Fair Market Value as of the date of
     the grant.

          (b)  EXERCISE.  In no event may any Incentive Stock Option be
               --------                                                
     exercisable for more than ten years from the date of its grant.

          (c)  LAPSE OF OPTION.  An Incentive Stock Option shall lapse under the
               ---------------                                                  
     earliest of the following circumstances; provided, however, that the
     Committee may, prior to the lapse of the Incentive Stock Option under the
     circumstances described in paragraphs (3), (4) and (5) below, provide in
     writing that the Option will extend until a later date, but if Option is
     exercised after the dates specified in paragraphs (3), (4) and (5) below,
     it will automatically become a Non-Qualified Stock Option:
<PAGE>
 
               (1)  The Incentive Stock Option shall lapse as of the option
          expiration date set forth in the Award Agreement.

               (2)  The Incentive Stock Option shall lapse ten years after it is
          granted, unless an earlier time is set in the Award Agreement.

               (3)  If the Participant terminates employment for any reason
          other than as provided in paragraph (4) or (5) below, the Incentive
          Stock Option shall lapse, unless it is previously exercised, three
          months after the Participant's termination of employment; provided,
          however, that if the Participant's employment is terminated by the
          Company for cause or by the Participant without the consent of the
          Company, the Incentive Stock Option shall (to the extent not
          previously exercised) lapse immediately.

               (4)  If the Participant terminates employment by reason of his
          Disability, the Incentive Stock Option shall lapse, unless it is
          previously exercised, one year after the Participant's termination of
          employment.

               (5)  If the Participant dies while employed, or during the three-
          month period described in paragraph (3) or during the one-year period
          described in paragraph (4) and before the Option otherwise lapses, the
          Option shall lapse one year after the Participant's death.  Upon the
          Participant's death, any exercisable Incentive Stock Options may be
          exercised by the Participant's beneficiary, determined in accordance
          with Section 13.6.

          Unless the exercisability of the Incentive Stock Option is accelerated
     as provided in Article 13, if a Participant exercises an Option after
     termination of employment, the Option may be exercised only with respect to
     the shares that were otherwise vested on the Participant's termination of
     employment.

          (d)  INDIVIDUAL DOLLAR LIMITATION.  The aggregate Fair Market Value
               ----------------------------                                  
     (determined as of the time an Award is made) of all shares of Stock with
     respect to which Incentive Stock Options are first exercisable by a
     Participant in any calendar year may not exceed $100,000.00.

          (e)  TEN PERCENT OWNERS. No Incentive Stock Option shall be granted to
               ------------------  
     any individual who, at the date of grant, owns stock possessing more than
     ten percent of the total combined voting power of all classes of stock of
     the Company or any Parent or Subsidiary unless the exercise price per share
     of such Option is at least 110% of the Fair Market Value per share of Stock
     at the date of grant and the Option expires no later than five years after
     the date of grant.
<PAGE>
 
          (f)  EXPIRATION OF INCENTIVE STOCK OPTIONS.  No Award of an Incentive
               -------------------------------------                           
     Stock Option may be made pursuant to the Plan after the day immediately
     prior to the tenth anniversary of the Effective Date.

          (g)  RIGHT TO EXERCISE.  During a Participant's lifetime, an Incentive
               -----------------                                                
     Stock Option may be exercised only by the Participant or, in the case of
     the Participant's Disability, by the Participant's guardian or legal
     representative.

          (h)  DIRECTORS.  The Committee may not grant an Incentive Stock Option
               ---------                                                        
     to a non-employee director.  The Committee may grant an Incentive Stock
     Option to a director who is also an employee of the Company or Parent or
     Subsidiary but only in that individual's position as an employee and not as
     a director.

                                   ARTICLE 8
                           STOCK APPRECIATION RIGHTS
                                        
     8.1. GRANT OF SARs.  The Committee is authorized to grant SARs to
          -------------                                               
Participants on the following terms and conditions:

          (a)  RIGHT TO PAYMENT.  Upon the exercise of a Stock Appreciation
               ----------------                                            
     Right, the Participant to whom it is granted has the right to receive the
     excess, if any, of:

               (1)  The Fair Market Value of one share of Stock on the date of
          exercise; over

               (2)  The grant price of the Stock Appreciation Right as
          determined by the Committee, which shall not be less than the Fair
          Market Value of one share of Stock on the date of grant.

          (b)  OTHER TERMS.  All awards of Stock Appreciation Rights shall be
               -----------                                                   
     evidenced by an Award Agreement.  The terms, methods of exercise, methods
     of settlement, form of consideration payable in settlement, and any other
     terms and conditions of any Stock Appreciation Right shall be determined by
     the Committee at the time of the grant of the Award and shall be reflected
     in the Award Agreement.

                                   ARTICLE 9
                               PERFORMANCE UNITS
                                        
     9.1. GRANT OF PERFORMANCE UNITS.  The Committee is authorized to grant
          --------------------------                                       
Performance Units to Participants on such terms and conditions as may be
selected by the Committee.  The Committee shall have the complete discretion to
determine the 
<PAGE>
 
number of Performance Units granted to each Participant. All Awards of
Performance Units shall be evidenced by an Award Agreement.

     9.2.  RIGHT TO PAYMENT.  A grant of Performance Units gives the Participant
           ----------------                                                     
rights, valued as determined by the Committee, and payable to, or exercisable
by, the Participant to whom the Performance Units are granted, in whole or in
part, as the Committee shall establish at grant or thereafter.  The Committee
shall set performance goals and other terms or conditions to payment of the
Performance Units in its discretion which, depending on the extent to which they
are met, will determine the number and value of Performance Units that will be
paid to the Participant.

     9.3.  OTHER TERMS.  Performance Units may be payable in cash, Stock, or
           -----------                                                      
other property, and have such other terms and conditions as determined by the
Committee and reflected in the Award Agreement.

                                  ARTICLE 10
                            RESTRICTED STOCK AWARDS
                                        
     10.1. GRANT OF RESTRICTED STOCK.  The Committee is authorized to make
           -------------------------                                      
Awards of Restricted Stock to Participants in such amounts and subject to such
terms and conditions as may be selected by the Committee.  All Awards of
Restricted Stock shall be evidenced by a Restricted Stock Award Agreement.

     10.2. ISSUANCE AND RESTRICTIONS.  Restricted Stock shall be subject to
           -------------------------                                       
such restrictions on transferability and other restrictions as the Committee may
impose (including, without limitation, limitations on the right to vote
Restricted Stock or the right to receive dividends on the Restricted Stock).
These restrictions may lapse separately or in combination at such times, under
such circumstances, in such installments, upon the satisfaction of performance
goals or otherwise, as the Committee determines at the time of the grant of the
Award or thereafter.

     10.3. FORFEITURE.  Except as otherwise determined by the Committee at the
           ----------                                                         
time of the grant of the Award or thereafter, upon termination of employment
during the applicable restriction period or upon failure to satisfy a
performance goal during the applicable restriction period, Restricted Stock that
is at that time subject to restrictions shall be forfeited and reacquired by the
Company; provided, however, that the Committee may provide in any Award
Agreement that restrictions or forfeiture conditions relating to Restricted
Stock will be waived in whole or in part in the event of terminations resulting
from specified causes, and the Committee may in other cases waive in whole or in
part restrictions or forfeiture conditions relating to Restricted Stock.

     10.4. CERTIFICATES FOR RESTRICTED STOCK.  Restricted Stock granted under
           ---------------------------------                                 
the Plan may be evidenced in such manner as the Committee shall determine.  If
certificates representing shares of Restricted Stock are registered in the name
of the 
<PAGE>
 
Participant, certificates must bear an appropriate legend referring to the
terms, conditions, and restrictions applicable to such Restricted Stock.


                                  ARTICLE 11
                             DIVIDEND EQUIVALENTS
                                        
     11.1   GRANT OF DIVIDEND EQUIVALENTS.  The Committee is authorized to grant
            -----------------------------                                       
Dividend Equivalents to Participants subject to such terms and conditions as may
be selected by the Committee.  Dividend Equivalents shall entitle the
Participant to receive payments equal to dividends with respect to all or a
portion of the number of shares of Stock subject to an Award, as determined by
the Committee.  The Committee may provide that Dividend Equivalents be paid or
distributed when accrued or be deemed to have been reinvested in additional
shares of Stock, or otherwise reinvested.

                                  ARTICLE 12
                           OTHER STOCK-BASED AWARDS

     12.1.  GRANT OF OTHER STOCK-BASED AWARDS.  The Committee is authorized,
            ---------------------------------                               
subject to limitations under applicable law, to grant to Participants such other
Awards that are payable in, valued in whole or in part by reference to, or
otherwise based on or related to shares of Stock, as deemed by the Committee to
be consistent with the purposes of the Plan, including without limitation shares
of Stock awarded purely as a "bonus" and not subject to any restrictions or
conditions, convertible or exchangeable debt securities, other rights
convertible or exchangeable into shares of Stock, and Awards valued by reference
to book value of shares of Stock or the value of securities of or the
performance of specified Parents or Subsidiaries.  The Committee shall determine
the terms and conditions of such Awards.

                                  ARTICLE 13
                        PROVISIONS APPLICABLE TO AWARDS
                                        
     13.1.  STAND-ALONE, TANDEM, AND SUBSTITUTE AWARDS.  Awards granted under
            ------------------------------------------                       
the Plan may, in the discretion of the Committee, be granted either alone or in
addition to, in tandem with, or in substitution for, any other Award granted
under the Plan.  If an Award is granted in substitution for another Award, the
Committee may require the surrender of such other Award in consideration of the
grant of the new Award.  Awards granted in addition to or in tandem with other
Awards may be granted either at the same time as or at a different time from the
grant of such other Awards.

     13.2.  EXCHANGE PROVISIONS.  The Committee may at any time offer to
            -------------------                                         
exchange or buy out any previously granted Award for a payment in cash, Stock,
or another Award (subject to Section 14.1), based on the terms and conditions
the Committee determines and communicates to the Participant at the time the
offer is made.
<PAGE>
 
     13.3.  TERM OF AWARD.  The term of each Award shall be for the period as
            -------------                                                    
determined by the Committee, provided that in no event shall the term of any
Incentive Stock Option or a Stock Appreciation Right granted in tandem with the
Incentive Stock Option exceed a period of ten years from the date of its grant
(or, if Section 7.2(e) applies, five years from the date of its grant).

     13.4.  FORM OF PAYMENT FOR AWARDS.  Subject to the terms of the Plan and
            --------------------------                                       
any applicable law or Award Agreement, payments or transfers to be made by the
Company or a Parent or Subsidiary on the grant or exercise of an Award may be
made in such form as the Committee determines at or after the time of grant,
including without limitation, cash, Stock, other Awards, or other property, or
any combination, and may be made in a single payment or transfer, in
installments, or on a deferred basis, in each case determined in accordance with
rules adopted by, and at the discretion of, the Committee.

     13.5.  LIMITS ON TRANSFER.  No right or interest of a Participant in any
            ------------------                                               
unexercised or restricted Award may be pledged, encumbered, or hypothecated to
or in favor of any party other than the Company or a Parent or Subsidiary, or
shall be subject to any lien, obligation, or liability of such Participant to
any other party other than the Company or a Parent or Subsidiary.  No
unexercised or restricted Award shall be assignable or transferable by a
Participant other than by will or the laws of descent and distribution or,
except in the case of an Incentive Stock Option, pursuant to a domestic
relations order that would satisfy Section 414(p)(1)(A) of the Code if such
Section applied to an Award under the Plan; provided, however, that the
Committee may (but need not) permit other transfers where the Committee
concludes that such transferability (i) does not result in accelerated taxation,
(ii) does not cause any Option intended to be an incentive stock option to fail
to be described in Code Section 422(b), and (iii) is otherwise appropriate and
desirable, taking into account any factors deemed relevant, including without
limitation, any state or federal tax or securities laws or regulations
applicable to transferable Awards.

     13.6   BENEFICIARIES.  Notwithstanding Section 13.5, a Participant may, in
            -------------                                                      
the manner determined by the Committee, designate a beneficiary to exercise the
rights of the Participant and to receive any distribution with respect to any
Award upon the Participant's death.  A beneficiary, legal guardian, legal
representative, or other person claiming any rights under the Plan is subject to
all terms and conditions of the Plan and any Award Agreement applicable to the
Participant, except to the extent the Plan and Award Agreement otherwise
provide, and to any additional restrictions deemed necessary or appropriate by
the Committee.  If no beneficiary has been designated or survives the
Participant, payment shall be made to the Participant's estate.  Subject to the
foregoing, a beneficiary designation may be changed or revoked by a Participant
at any time provided the change or revocation is filed with the Committee.

     13.7.  STOCK CERTIFICATES.  All Stock certificates delivered under the Plan
            ------------------                                                  
are subject to any stop-transfer orders and other restrictions as the Committee
deems necessary or advisable to comply with federal or state securities laws,
rules and regulations 
<PAGE>
 
and the rules of any national securities exchange or automated quotation system
on which the Stock is listed, quoted, or traded. The Committee may place legends
on any Stock certificate to reference restrictions applicable to the Stock.

     13.8   ACCELERATION UPON DEATH OR DISABILITY.  Notwithstanding any other
            -------------------------------------                            
provision in the Plan or any Participant's Award Agreement to the contrary, upon
the Participant's death or Disability during his employment or service as a
consultant or director, all outstanding Options, Stock Appreciation Rights, and
other Awards in the nature of rights that may be exercised shall become fully
exercisable and all restrictions on outstanding Awards shall lapse.  Any Option
or Stock Appreciation Rights Awards shall thereafter continue or lapse in
accordance with the other provisions of the Plan and the Award Agreement.  To
the extent that this provision causes Incentive Stock Options to exceed the
dollar limitation set forth in Section 7.2(d), the excess Options shall be
deemed to be Non-Qualified Stock Options.

     13.9.  ACCELERATION UPON A CHANGE IN CONTROL.  Except as otherwise provided
            -------------------------------------                               
in the Award Agreement, upon the occurrence of a Change in Control, all
outstanding Options, Stock Appreciation Rights, and other Awards in the nature
of rights that may be exercised shall become fully exercisable and all
restrictions on outstanding Awards shall lapse; provided, however that such
acceleration will not occur if, in the opinion of the Company's accountants,
such acceleration would preclude the use of "pooling of interest" accounting
treatment for a Change in Control transaction that (a) would otherwise qualify
for such accounting treatment, and (b) is contingent upon qualifying for such
accounting treatment.  To the extent that this provision causes Incentive Stock
Options to exceed the dollar limitation set forth in Section 7.2(d), the excess
Options shall be deemed to be Non-Qualified Stock Options.

     13.10. ACCELERATION UPON CERTAIN EVENTS NOT CONSTITUTING A CHANGE IN
            -------------------------------------------------------------
CONTROL.  In the event of the occurrence of any circumstance, transaction or
- -------                                                                     
event not constituting a Change in Control (as defined in Section 3.1) but which
the Board of Directors deems to be, or to be reasonably likely to lead to, an
effective change in control of the Company of a nature that would be required to
be reported in response to Item 6(e) of Schedule 14A of the 1934 Act, the
Committee may in its sole discretion declare all outstanding Options, Stock
Appreciation Rights, and other Awards in the nature of rights that may be
exercised to be fully exercisable, and/or all restrictions on all outstanding
Awards to have lapsed, in each case, as of such date as the Committee may, in
its sole discretion, declare, which may be on or before the consummation of such
transaction or event.  To the extent that this provision causes Incentive Stock
Options to exceed the dollar limitation set forth in Section 7.2(d), the excess
Options shall be deemed to be Non-Qualified Stock Options.

     13.11. ACCELERATION FOR ANY OTHER REASON.  Regardless of whether an event
            ---------------------------------                                 
has occurred as described in Section 13.9 or 13.10 above, the Committee may in
its sole discretion at any time determine that all or a portion of a
Participant's Options, Stock Appreciation Rights, and other Awards in the nature
of rights that may be exercised 
<PAGE>
 
shall become fully or partially exercisable, and/or that all or a part of the
restrictions on all or a portion of the outstanding Awards shall lapse, in each
case, as of such date as the Committee may, in its sole discretion, declare. The
Committee may discriminate among Participants and among Awards granted to a
Participant in exercising its discretion pursuant to this Section 13.11.

     13.12  EFFECT OF ACCELERATION.  If an Award is accelerated under Section
            ----------------------                                           
13.9 or 13.10, the Committee may, in its sole discretion, provide (i) that the
Award will expire after a designated period of time after such acceleration to
the extent not then exercised, (ii) that the Award will be settled in cash
rather than Stock, (iii) that the Award will be assumed by another party to the
transaction giving rise to the acceleration or otherwise be equitably converted
in connection with such transaction, or (iv) any combination of the foregoing.
The Committee's determination need not be uniform and may be different for
different Participants whether or not such Participants are similarly situated.

     13.13. PERFORMANCE GOALS.  The Committee may determine that any Award
            -----------------                                             
granted pursuant to this Plan to a Participant (including, but not limited to,
Participants who are Covered Employees) shall be determined solely on the basis
of (a) the achievement by the Company or a Parent or Subsidiary of a specified
target return, or target growth in return, on equity or assets, (b) the
Company's, Parent's or Subsidiary's stock price, (c) the achievement by an
individual or a business unit of the Company, Parent or Subsidiary of a
specified target, or target growth in, revenues, net income or earnings per
share, (d) the achievement of objectively determinable goals with respect to
service or product delivery, service or product quality, customer satisfaction,
meeting budgets and/or retention of employees or (e) any combination of the
goals set forth in (a) through (d) above.  If an Award is made on such basis,
the Committee shall establish goals prior to the beginning of the period for
which such performance goal relates (or such later date as may be permitted
under Code Section 162(m) or the regulations thereunder) and the Committee may
for any reason reduce (but not increase) any Award, notwithstanding the
achievement of a specified goal.  Any payment of an Award granted with
performance goals shall be conditioned on the written certification of the
Committee in each case that the performance goals and any other material
conditions were satisfied.

     13.14. TERMINATION OF EMPLOYMENT.  Whether military, government or other
            -------------------------                                        
service or other leave of absence shall constitute a termination of employment
shall be determined in each case by the Committee at its discretion, and any
determination by the Committee shall be final and conclusive.  A termination of
employment shall not occur in a circumstance in which a Participant transfers
from the Company to one of its Parents or Subsidiaries, transfers from a Parent
or Subsidiary to the Company, or transfers from one Parent or Subsidiary to
another Parent or Subsidiary.

                                  ARTICLE 14
                         CHANGES IN CAPITAL STRUCTURE
                                        
<PAGE>
 
     14.1.  GENERAL.  In the event a stock dividend is declared upon the Stock,
            -------                                                            
the authorization limits under Section 5.1 and 5.4 shall be increased
proportionately, and the shares of Stock then subject to each Award shall be
increased proportionately without any change in the aggregate purchase price
therefor.  In the event the Stock shall be changed into or exchanged for a
different number or class of shares of stock or securities of the Company or of
another corporation, whether through reorganization, recapitalization,
reclassification, share exchange, stock split-up, combination of shares, merger
or consolidation, the authorization limits under Section 5.1 and 5.4 shall be
adjusted proportionately, and there shall be substituted for each such share of
Stock then subject to each Award the number and class of shares into which each
outstanding share of Stock shall be so exchanged, all without any change in the
aggregate purchase price for the shares then subject to each Award, or, subject
to Section 15.2, there shall be made such other equitable adjustment as the
Committee shall approve.

                                  ARTICLE 15
                    AMENDMENT, MODIFICATION AND TERMINATION

     15.1.  AMENDMENT, MODIFICATION AND TERMINATION.  The Board or the Committee
            ---------------------------------------                             
may, at any time and from time to time, amend, modify or terminate the Plan
without stockholder approval; provided, however, that the Board or Committee may
condition any amendment or modification on the approval of stockholders of the
Company if such approval is necessary or deemed advisable with respect to tax,
securities or other applicable laws, policies or regulations.

     15.2   AWARDS PREVIOUSLY GRANTED.  At any time and from time to time, the
            -------------------------                                         
Committee may amend, modify or terminate any outstanding Award without approval
of the Participant; provided, however, that, subject to the terms of the
applicable Award Agreement, such amendment, modification or termination shall
not, without the Participant's consent, reduce or diminish the value of such
Award determined as if the Award had been exercised, vested, cashed in or
otherwise settled on the date of such amendment or termination.  No termination,
amendment, or modification of the Plan shall adversely affect any Award
previously granted under the Plan, without the written consent of the
Participant.

                                  ARTICLE 16
                     NON-EMPLOYEE DIRECTORS STOCK ELECTION
                                        
     16.1.  ANNUAL ELECTIONS.  On or before the beginning of each Board Year,
            ----------------                                                 
each Non-Employee Director may file with the Committee an election form in
substantially the form attached hereto as Exhibit A, or such other form as the
Committee shall prescribe (the "Election Form"), in which such Non-Employee
Director shall indicate his or her preference to receive some or all of his or
her Retainer for the following Board Year in the form of cash or Stock.  Such
elections shall be made in increments of 10% of the Retainer.  Individuals who
are nominated to become Non-Employee Directors may make such election after such
nomination but prior to the time they are elected to the Board.  If a 
<PAGE>
 
Non-Employee Director fails to timely file an Election Form for a particular
Board Year, then 100% of his or her Retainer for such Board Year will be paid in
cash.

     16.2.  CASH PAYMENTS.  That portion of the Retainer to be paid in cash will
            -------------                                                       
be paid whenever such Retainer is payable, in accordance with the policies
established by the Committee from time to time.

     16.3.  STOCK GRANTS.  To the extent that a Non-Employee Director has
            ------------                                                 
elected to receive some or all of his or her Retainer in the form of Stock,
shares of Stock shall be automatically granted to such Non-Employee Director on
the date that the Retainer is payable, in accordance with the policies
established by the Committee from time to time (a "Grant Date").  The total
number of shares of Stock included in each grant under this Section 16.3 shall
be determined by dividing the Stock Equivalent Amount by the Fair Market Value
per share of Stock as of the Grant Date.  Fractions will be rounded to the next
highest share.

     16.4.  PRORATED GRANTS.  If on any Grant Date, shares of Stock are not
            ---------------                                                
available under the Plan to grant to Non-Employee Directors the full amount of a
grant contemplated by this Article 16, then each Non-Employee Director having
elected to receive Stock shall receive an award equal to the number of shares of
Stock then available under the Plan divided by the number of Non-Employee
Directors entitled to a grant of Stock on such Grant Date.  Fractional shares
shall be ignored and not granted.  Any shortfall resulting from such proration
shall be paid in the form of cash.

                                  ARTICLE 17
                              GENERAL PROVISIONS
                                        
     17.1.  NO RIGHTS TO AWARDS.  No Participant or eligible participant shall
            -------------------                                               
have any claim to be granted any Award under the Plan, and neither the Company
nor the Committee is obligated to treat Participants or eligible participants
uniformly.

     17.2.  NO SHAREHOLDER RIGHTS.  No Award gives the Participant any of the
            ---------------------                                            
rights of a stockholder of the Company unless and until shares of Stock are in
fact issued to such person in connection with such Award.

     17.3.  WITHHOLDING.  The Company or any Parent or Subsidiary shall have the
            -----------                                                         
authority and the right to deduct or withhold, or require a Participant to remit
to the Company, an amount sufficient to satisfy federal, state, and local taxes
(including the Participant's FICA obligation) required by law to be withheld
with respect to any taxable event arising as a result of the Plan.  With respect
to withholding required upon any taxable event under the Plan, the Committee
may, at the time the Award is granted or thereafter, require that any such
withholding requirement be satisfied, in whole or in part, by withholding shares
of Stock having a Fair Market Value on the date of withholding equal to the
amount required to be withheld for tax purposes, all in accordance with such
procedures as the Committee establishes.
<PAGE>
 
     17.4.  NO RIGHT TO CONTINUED SERVICE.  Nothing in the Plan or any Award
            -----------------------------                                   
Agreement shall interfere with or limit in any way the right of the Company or
any Parent or Subsidiary to terminate any Participant's employment or status as
an officer, director or consultant at any time, nor confer upon any Participant
any right to continue as an employee, officer, director or consultant of the
Company or any Parent or Subsidiary.

     17.5.  UNFUNDED STATUS OF AWARDS.  The Plan is intended to be an "unfunded"
            -------------------------                                           
plan for incentive and deferred compensation.  With respect to any payments not
yet made to a Participant pursuant to an Award, nothing contained in the Plan or
any Award Agreement shall give the Participant any rights that are greater than
those of a general creditor of the Company or any Parent or Subsidiary.

     17.6.  INDEMNIFICATION.  To the extent allowable under applicable law, each
            ---------------                                                     
member of the Committee shall be indemnified and held harmless by the Company
from any loss, cost, liability, or expense that may be imposed upon or
reasonably incurred by such member in connection with or resulting from any
claim, action, suit, or proceeding to which such member may be a party or in
which he may be involved by reason of any action or failure to act under the
Plan and against and from any and all amounts paid by such member in
satisfaction of judgment in such action, suit, or proceeding against him
provided he gives the Company an opportunity, at its own expense, to handle and
defend the same before he undertakes to handle and defend it on his own behalf.
The foregoing right of indemnification shall not be exclusive of any other
rights of indemnification to which such persons may be entitled under the
Company's Certificate of Incorporation or Bylaws, as a matter of law, or
otherwise, or any power that the Company may have to indemnify them or hold them
harmless.

     17.7.  RELATIONSHIP TO OTHER BENEFITS.  No payment under the Plan shall be
            ------------------------------                                     
taken into account in determining any benefits under any pension, retirement,
savings, profit sharing, group insurance, welfare or benefit plan of the Company
or any Parent or Subsidiary unless provided otherwise in such other plan.

     17.8.  EXPENSES.  The expenses of administering the Plan shall be borne by
            --------                                                           
the Company and its Parents or Subsidiaries.

     17.9.  TITLES AND HEADINGS.  The titles and headings of the Sections in the
            -------------------                                                 
Plan are for convenience of reference only, and in the event of any conflict,
the text of the Plan, rather than such titles or headings, shall control.

     17.10. GENDER AND NUMBER. Except where otherwise indicated by the context, 
            -----------------                                          
any masculine term used herein also shall include the feminine; the plural shall
include the singular and the singular shall include the plural.
<PAGE>
 
     17.11.  FRACTIONAL SHARES.  No fractional shares of Stock shall be issued
             -----------------                                                
and the Committee shall determine, in its discretion, whether cash shall be
given in lieu of fractional shares or whether such fractional shares shall be
eliminated by rounding up.

     17.12.  GOVERNMENT AND OTHER REGULATIONS.  The obligation of the Company to
             --------------------------------                                   
make payment of awards in Stock or otherwise shall be subject to all applicable
laws, rules, and regulations, and to such approvals by government agencies as
may be required.  The Company shall be under no obligation to register under the
1933 Act, or any state securities act, any of the shares of Stock paid under the
Plan.  The shares paid under the Plan may in certain circumstances be exempt
from registration under the 1933 Act, and the Company may restrict the transfer
of such shares in such manner as it deems advisable to ensure the availability
of any such exemption.

     17.13.  GOVERNING LAW.  To the extent not governed by federal law, the Plan
             --------------                                                     
and all Award Agreements shall be construed in accordance with and governed by
the laws of the State of Delaware.

     17.14  ADDITIONAL PROVISIONS.  Each Award Agreement may contain such other
            ---------------------                                              
terms and conditions as the Committee may determine; provided that such other
terms and conditions are not inconsistent with the provisions of this Plan.

     The foregoing is hereby acknowledged as being the Friedman's Inc. 1999
Long-Term Incentive Plan as adopted by the Board of Directors of the Company on
November 5, 1998.

                                   FRIEDMAN'S INC.


                                   By:  /s/ Victor M. Suglia
                                      -----------------------
                                   Its: Chief Financial Officer


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