Goldilocks began as Art's Coin Chest on Catalina Island in 1966. After several years of island life, Art Reel moved to Reno, where his brother Robert Reel joined him in 1973, creating Goldilocks Jewelry and Coin. The family owned Jewelry store was a landmark for downtown Reno until 2013 when the store moved to its new location on the corner of McCarran and Lakeside. In 2014 Jeremy Reel, Robert's son, took over the business and is now the proud owner. Jeremy is a talented Jeweler with 30 years of experience. He received his education from the Gemology Institute of America in Los Angeles, California and through apprentice work at Goldilocks. Jeremy has a passion for watches and stone setting.