<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS OF REEDS JEWELERS FOR THE SIX MONTHS ENDED AUGUST 31,
1996, AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL
STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000
       
                             
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          FEB-28-1997
<PERIOD-START>                             MAR-01-1996
<PERIOD-END>                               AUG-31-1996
<CASH>                                              81
<SECURITIES>                                         0
<RECEIVABLES>                                   37,979
<ALLOWANCES>                                     2,838
<INVENTORY>                                     34,783
<CURRENT-ASSETS>                                73,917
<PP&E>                                          26,214
<DEPRECIATION>                                  15,885
<TOTAL-ASSETS>                                  92,443
<CURRENT-LIABILITIES>                           16,708
<BONDS>                                         42,783
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           422
<OTHER-SE>                                      29,180
<TOTAL-LIABILITY-AND-EQUITY>                    92,443
<SALES>                                         40,869
<TOTAL-REVENUES>                                46,002
<CGS>                                           25,063
<TOTAL-COSTS>                                   25,063
<OTHER-EXPENSES>                                17,068
<LOSS-PROVISION>                                 1,476
<INTEREST-EXPENSE>                               1,737
<INCOME-PRETAX>                                    658
<INCOME-TAX>                                       217
<INCOME-CONTINUING>                                441
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                       441
<EPS-PRIMARY>                                      .10
<EPS-DILUTED>                                      .10