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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.
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