Reed began his business career at the William Morris Agency as associate agent, before moving into creative development roles with several internet start-up companies. In 2000, Reed joined his uncle and godfather, Renny Reynolds, as a partner in Renny's trend-setting event design business. Famous for his exquisite floral creations and decades of party planning experience (including many of the most memorable nights at Studio 54), Renny had established a sterling brand when Reed came on board. It was up to Reed to bring fresh insights and new visual stimuli into the business as it moved forward into the 20th Century.
And so he did. In addition to the famous Renny & Reed shop at 505 Park Avenue, Reed has opened a design studio at the St. Regis Hotel and a third retail venture at the exclusive Jupiter Island Club in Palm Beach, Florida. Reed counts many of the most distinguished hostesses in New York and Palm Beach among his clients, in addition to a roster of annual galas for such names as Tony Bennett, the Christopher and Dana Reeve Foundation and the American Folk Art Museum. Reed has overseen the style of hundreds of weddings, ranging from intimate family affairs at private residences to mountaintops in Montana and yacht ceremonies in the Mediterranean.
While major events are a cornerstone of Reed's business today, the Park Avenue, St. Regis and Jupiter shops continue to provide trend setting bouquets and arrangements for retail floral customers. Building on the estimable tradition of Renny's breakthrough floral designs, customers rely on Reed to produce personal floral statements that reflect the latest trends and most refined styles.
Reed resides in Bedford, NY with his wife Kelly, and their two sons.