The Reis-Nichols story began in Indianapolis, Indiana, in 1919, with the opening of Reis Jewelers, a manufacturing company that produced finely detailed emblematic jewelry for various organizations like the Masonic Lodge. In 1972 William Nichols bought Reis Jewelers. In 1980, the company was renamed Reis-Nichols, and a showroom was added.

Over the years, Reis-Nichols has built a reputation of quality, value, selection and customer service. In the late 1980s, William Nichols passed the ownership of Reis-Nichols on to his five children.

The new generation, with President B.J. Nichols in the driver's seat, developed the business into one of the most progressive companies in the jewelry industry. By the late 1990s, Reis-Nichols had outgrown its downtown location, and in the fall of 1998, Reis-Nichols opened an 11,000-square-foot store on the north side of Indianapolis, nearly tripling its size within one year. In 2001, the downtown location was closed, and a new store was opened in Greenwood.

Today, Reis-Nichols employs more than sixty people, including certified gemologists, designers, diamond setters, goldsmiths, watchmakers and engravers. The company's selection of fine jewelry is now one of the largest in the Midwest. With more than twenty designer lines and with fifteen of the world's most prestigious brands, Reis-Nichols has established itself as one of North America's leading watch retailers.

Even today, all five children continue to be an integral part of the company, from the day-to-day operations to strategic planning. B.J. Nichols strives to manage the business with the same successful philosophy as his father.