CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaMajorsJan 06, 2026
Zales Tests Out A New Look
The Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
Zales is testing out a new retail concept in select stores as part of its rebrand. Parent company Signet Jewelers said they will be expanding the new concept, called “The Edit,” to more locations but are not disclosing an exact number.
New York—Zales is experimenting with a new retail concept, dubbed “The Edit,” in an effort to draw in the next generation of jewelry shoppers.
The store concept is a blend of style, storytelling, and service, said Zales, that introduces a modern and more personal approach to jewelry shopping.
The Signet Jewelers-owned chain is leaning into experiential retail, with the space “designed to feel less like a store and more like a destination.”
The new concept encourages customers to buy jewelry for themselves, as a reward, for self-expression, or for a confidence boost.
“The Edit reflects how our customers want to experience jewelry today—hands-on, connected, and personal,” said Zales President Kecia Caffie.
“It’s about creating a space where discovery feels effortless and every piece tells a story.”
SEE: A Look Inside “The Edit”
The store concept is a blend of style, storytelling, and service, said Zales, that introduces a modern and more personal approach to jewelry shopping.
The Signet Jewelers-owned chain is leaning into experiential retail, with the space “designed to feel less like a store and more like a destination.”
The new concept encourages customers to buy jewelry for themselves, as a reward, for self-expression, or for a confidence boost.
“The Edit reflects how our customers want to experience jewelry today—hands-on, connected, and personal,” said Zales President Kecia Caffie.
“It’s about creating a space where discovery feels effortless and every piece tells a story.”
SEE: A Look Inside “The Edit”
A look inside the new Zales concept store in Chandler, Arizona
The new stores include a charm bar where shoppers can create personalized jewelry.
“The Edit reflects how our customers want to experience jewelry today—hands-on, connected, and personal,” Zales President Kecia Caffie said.
A display featuring the “Whimly by Zales” collection, which offers stackable designs at accessible price points
With a focus on customization, the stores also have a consultation area for guidance and on custom design.
The concept features open layouts, storytelling zones, and digital tools to enhance the shopping experience.
The “Edit Zone” showcases rotating seasonal jewelry collections and interactive storytelling displays, including a charm bar for personalized styling.
Personalization is a key part of the concept, with the “Zales By You” area dedicated to custom designs.
The “Z-Hub” will serve as a consultation area for guidance and custom design as well as for community events.
The “Z-Curator,” meanwhile, is a digital tool that lets shoppers scan product QR codes, build a virtual tray of their favorite styles, and browse Zales’ full in-store offerings.
is part of Zales’ “Own It” rebrand, launched earlier this year.
Zales, which turned 100 last year, created the “Own It” campaign to encourage younger shoppers to wear fine jewelry every day, not just for special occasions.
The retailer, which has more than 400 stores, has rolled out the concept to four locations so far: Chandler, Arizona; Denver; Austin, Texas; and Atlanta.
The rollout will continue, with a new concept store slated to open in Jacksonville, Florida, in early 2026.
Editors' Picks
Sponsored by
More on Majors
The Latest
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
