Arthur Phidd on Leading Technology Transformation: Driving Innovation from the CIO’s Chair
Arthur Phidd, Doctor of Business Administration - DBA Candidate
Chief Information Officer of REEDS Jewelers
Website: www.reeds.com
In this new episode of the Leaders in Tech Podcast with host David Mansilla, we sit down with Arthur Phidd, Chief Information Officer at REEDS Jewelers and Reeds.com, to explore how innovation and technology are transforming a 79-year-old, family-owned retail brand into a global digital competitor.
With a pivotal role at REEDS Jewelers, Arthur’s team is shaping the future of retail through a strategic blend of innovation and technology. As a key adviser to top management, his contributions have fostered a culture of forward-thinking and secure information technology practices. Aiding in corporate transformation, REEDS prioritizes both robust security protocols and the integration of advanced business intelligence solutions. Their executive leadership team values the transformative power of technology, evident in their commitment to delivering top-tier services. By leveraging his expertise in IT and business analysis, Arthur has helped develop a framework that not only safeguards the organization but propels it forward. The collaborative spirit within REEDS teams has been instrumental in driving change and ensuring the company’s competitive edge in a dynamic industry.
Turning Crisis into Opportunity
When Arthur joined REEDS Jewelers in April 2020, the world was reeling from the COVID-19 pandemic. As a traditional retailer dependent on foot traffic, the company faced unprecedented challenges—but also opportunities. With stores across 13 states and a growing e-commerce channel, Arthur and his team doubled down on digital transformation.
Instead of shrinking, REEDS saw record revenues from 2020 through 2022, fueled by customers shifting to online shopping and finding emotional value in jewelry purchases during uncertain times. Arthur credits this success to rapid adaptation, a strong brand reputation, and the ability to merge tradition with technology.
Building a Hybrid Workforce Overnight
One of Arthur’s early challenges was transitioning the corporate team—220 head-office employees—to a hybrid work model. Thanks to existing VPN infrastructure and company-issued laptops, the shift happened almost overnight.
While some roles, like fulfillment, required on-site presence, most corporate functions moved seamlessly to remote work. The hybrid model is now a permanent fixture at REEDS, increasing productivity while maintaining human connection through in-office events and regular team gatherings.
A Career Forged in Technology and Finance
Arthur’s journey began with a dual focus on marketing and computer science at the City University of New York, leading to an internship with IBM—an early spark that set his career in motion. He went on to spend years in high-pressure environments on Wall Street with Merrill Lynch and Bankers Trust, leading quantitative analysis teams and building technology solutions for traders.
These experiences instilled a discipline, analytical rigor, and innovation-first mindset that he now applies to retail technology transformation at REEDS.
The “Jewel-Tech” Vision
Arthur doesn’t see REEDS as just a jewelry retailer—he calls it a “jewel-tech” store. His innovation lab experiments with augmented reality, holographic product displays, and store-of-the-future concepts where customers can design jewelry, 3D print prototypes, and experience immersive shopping both in-store and online.
By merging advanced technology with customer-centric retail design, REEDS is staying ahead of competitors while honoring its heritage.
Data-Driven Transformation
At the heart of REEDS’ transformation is data. Arthur is overseeing the migration from decades-old legacy systems, like the AS400, to modern platforms. CRM and point-of-sale systems are being rebuilt with a focus on analytics, ensuring every decision—from store locations to marketing strategies—is grounded in data.
His philosophy is simple: innovation must have a practical use case and create tangible value for customers. That, combined with a belief in sharing knowledge (“A knowledge contained is of no value. But knowledge shared can make all the difference to humanity.”), is shaping REEDS’ path forward.
Written by Jovilyn A. Dela Cruz
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“A knowledge contained is of no value. But knowledge shared can make all the difference to humanity.”
