<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS OF REEDS JEWELERS, INC. FOR THE QUARTER ENDED NOVEMBER 30,
1999 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000

                             
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          FEB-28-2000
<PERIOD-START>                             MAR-01-1999
<PERIOD-END>                               NOV-30-1999
<CASH>                                           1,088
<SECURITIES>                                         0
<RECEIVABLES>                                   48,823
<ALLOWANCES>                                     3,735
<INVENTORY>                                     52,497
<CURRENT-ASSETS>                               102,451
<PP&E>                                          33,757
<DEPRECIATION>                                  19,530
<TOTAL-ASSETS>                                 123,675
<CURRENT-LIABILITIES>                           22,010
<BONDS>                                         58,862
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           847
<OTHER-SE>                                      39,842
<TOTAL-LIABILITY-AND-EQUITY>                   123,675
<SALES>                                         72,177
<TOTAL-REVENUES>                                72,177
<CGS>                                           35,610
<TOTAL-COSTS>                                   35,610
<OTHER-EXPENSES>                                29,656
<LOSS-PROVISION>                                 3,250
<INTEREST-EXPENSE>                               2,884
<INCOME-PRETAX>                                    777
<INCOME-TAX>                                       256
<INCOME-CONTINUING>                                521
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                       521
<EPS-BASIC>                                       0.06
<EPS-DILUTED>                                     0.06