Zales, one of the most established names in fine jewelry, is redefining the jewelry retail experience with the launch of The Edit, a next-generation store concept designed to blend modern style, immersive storytelling, and personalized service. The new format represents a significant evolution in how consumers discover, engage with, and purchase fine jewelry.
Currently open in four U.S. markets, with additional locations planned for early 2026, The Edit introduces a contemporary, customer-centric approach that reflects shifting consumer expectations. The concept builds on Zales’ 2025 “Own It” rebrand, reinforcing the brand’s commitment to making fine jewelry an accessible and meaningful part of everyday life rather than something reserved solely for special occasions.
Rather than resembling a traditional jewelry store, The Edit has been designed as a destination—one that invites exploration, creativity, and personal connection. Customers are encouraged to shop through their own perspective, whether they are celebrating a milestone, recognizing a personal achievement, or simply choosing something that resonates with their individual style. The concept champions self-purchase and self-reward, empowering customers to view jewelry as an expression of confidence and individuality.
The store environments feature open layouts, thoughtfully curated displays, and storytelling zones that guide shoppers through collections while allowing for independent discovery. Digital tools are seamlessly integrated to support a self-guided journey, while Zales’ hallmark of trusted, high-touch service remains central to the experience. The result is a retail setting that feels both elevated and approachable—luxurious without being intimidating.
At the heart of The Edit are several signature features designed to enhance engagement and personalization. The Edit Zone showcases rotating seasonal collections alongside interactive storytelling displays, including The Charm Bar, which offers playful, customizable styling options. This area encourages creativity and experimentation, allowing customers to curate looks that feel distinctly their own.
Customization plays a key role in the concept through Zales By You, a dedicated space where shoppers can personalize existing pieces or collaborate on custom designs. This emphasis on individuality aligns with growing consumer demand for products that reflect personal identity and meaningful moments.
To further elevate the digital experience, Zales has introduced Z-Curator, a digital companion tool that allows shoppers to scan QR codes on products, save favorites into virtual trays, and explore the full in-store assortment with ease. This technology bridges the gap between physical and digital retail, enhancing convenience while maintaining an immersive in-store experience.
Another defining element is The Z-Hub, a collaborative consultation area designed for one-on-one guidance, custom design discussions, and community-focused events. This space reinforces the brand’s commitment to connection, education, and relationship-building, creating opportunities for deeper engagement beyond the transaction.
The Edit has already launched in several key markets, including Chandler, Arizona (Chandler Fashion Center); Denver, Colorado (Cherry Creek Shopping Center); and Austin, Texas (Barton Creek Square Mall). Additional openings are planned in Atlanta, Georgia, with locations at South Point Shopping Center and Cumberland Mall, as well as Jacksonville, Florida (St. John’s Plaza), all scheduled for early 2026.
With more than 422 stores nationwide, Zales continues to evolve its retail footprint to meet the expectations of modern shoppers who value inspiration, flexibility, and authenticity in their buying journey. The Edit reflects a broader shift within the jewelry industry toward experiential retail and omnichannel engagement.
The Edit reflects how our customers want to experience jewelry today—hands-on, connected, and personal,” said Kecia Caffie, President of Zales. “It’s about creating a space where discovery feels effortless and every piece tells a story.
For more than a century, Zales has played a central role in celebrating life’s milestones, everyday moments, and expressions of love through fine jewelry defined by craftsmanship, value, and meaning. With The Edit, the brand continues to evolve, reimagining how customers discover, design, and express their personal stories through jewelry meant to be worn, layered, and lived in.
As part of Signet Jewelers, the world’s largest retailer of diamond jewelry, Zales remains focused on making fine jewelry more accessible and expressive. Through bold design, modern retail experiences, and a renewed emphasis on self-expression, Zales is shaping a future where luxury feels personal, relevant, and part of everyday life.
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