Dive Brief:
- Zales has introduced a new retail concept, The Edit, which features open layouts, storytelling zones and digital tools.
- The concept, which aims to champion self-purchase and self-reward, is currently open in four markets: Atlanta; Denver; Austin, Texas; and Chandler, Arizona. A location in Jacksonville, Florida, is slated to open early next year, according to a press release.
- The Edit features customization options, consultations for one-on-one guidance and a digital companion tool that connects customers to Zales’ full in-store assortment through QR codes.
Dive Insight:
The Edit is one piece of a larger Zales rebranding effort and aims to reimagine the in-store experience.
“Designed to feel less like a store and more like a destination, The Edit invites customers to explore jewelry through their own lens — whether celebrating a milestone, marking a personal win, or simply indulging in something that feels uniquely theirs,” the company said in its announcement.
While The Edit is open in just a handful of markets, the brand has plans for further expansion in 2026. “This is a test and, if successful, we will continue to roll out components of The Edit as we remodel/refresh the fleet,” a company spokesperson said in an email.
The Edit is a continuation of Zales’ brand refresh under parent company Signet’s “Grow Brand Love” strategy.
“The Edit reflects how our customers want to experience jewelry today — hands-on, connected, and personal,” Zales President Kecia Caffie said in a statement. “It’s about creating a space where discovery feels effortless and every piece tells a story.”
Zales in recent months has launched a number of marketing campaigns, which have featured prominent celebrities, including athletes and actors.
In September, Zales partnered with Togethxr and LSU basketball star Flau’jae Johnson on a capsule jewelry collection called The Line Up to highlight women in sports. And in November, Zales launched the Not Another Candle promotion with comedian and actor Chloe Fineman to give customers a chance to purchase a gift that is more personal.
Signet Jewelers earlier this month reported third quarter sales increased 3.1% year over year to $1.4 billion, while same-store sales grew 3%. Net income also increased over 185% from the year-ago period to $20 million. The company raised its full-year outlook, now expecting sales between $6.7 billion and $6.83 billion and same-store sales to be in the range of down 0.1% to up 1.75%.
