Zales is getting an edit.
The popular jewelry retailer, which currently operates over 420 stores, announced on Monday that it would be ushering in "a new era," and with it comes a whole new retail concept: "The Edit."
According to the Dec. 22 press release, Zales has already unveiled the "next-generation" retail concept at four starting locations across the country. The chain also outlined some preliminary plans to expand the rollout into the beginning of 2026.
The Zales "Edit"
The new retail concept has been designed to offer a more modern approach to jewelry by blending "style, storytelling, and premier service," per the announcement. The "edit" sees several stores redesigned with more tech-forward, open, and spacious layouts.
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“The Edit reflects how our customers want to experience jewelry today—hands-on, connected, and personal,” Zales' president, Kecia Caffie, explained in a statement. “It’s about creating a space where discovery feels effortless and every piece tells a story.”
Zales' new retail concept, "The Edit."The company said it's ushering in these changes now in an effort to "re-imagine" what it's like to shop in-store and "reinforce" its century's worth of "trusted quality and service." The makeover comes nine months after its parent company, Signet Jewelers, announced it would evaluate about 150 stores across the Zales, Kay and Jared brands, which it said were "underperforming," and decide whether to revamp the locations or shut them down.
For the Zales stores, at least some will avoid closures and instead undergo a retail concept update highlighting four core features at its edited stores: The Edit Zone, Zales by You, Z-Curator, and The Z-Hub.
In the new Edit Zone, customers can shop a rotating set of seasonal collections as well as its playful Charm Bar for customizable styling of jewelry "meant to be worn, layered, and lived in." For even more personalization, there's Zales by You, a dedicated area for customization and creating one-of-a-kind designs.
The Edit stores will also feature The Z-Hub, a space for consultations, one-on-one guidance, custom design, and community events.
And on the techy side of things, there's the Z-Curator, which the company described as a "digital companion tool" that lets shoppers scan product QR codes, build virtual trays of favorites, and seamlessly explore Zales’ full in-store assortment.
So far, Zales said it has officially opened a handful of its new retail concept stores and plans to open at least two more next year. Its starting locations include the store at Chandler Fashion Center in Chandler, Arizona; the Zales at Cherry Creek Shopping Center in Denver, Colorado; Barton Creek Square Mall in Austin, Texas; and South Point Shopping Center in Atlanta, Georgia.
A second store in Atlanta is supposed to open at Cumberland Mall sometime in early 2026, and Zales said it plans to open its store at St. John's Plaza in Jacksonville, Florida, with its evolved concept and look sometime in the first half of next year.
What do you think of the new look? Let us know in the comments!
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