Signet Jewelers rolls out fine jewelry rental to select Zales stores

Signet Jewelers Limited is diving deeper into the jewelry rental business. 

The parent company of  Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile and other jewelry brands announced the expanded rollout of a fine jewelry rental program for special occasions and weddings. The program, initially piloted in the spring, is available through a partnership between Zales and Rocksbox, the jewelry rental subscription platform that Signet acquired in 2021. 

The Zales x Rocksbox Fine Jewelry Rental program is available by appointment at 50 Zales stores across the country and is powered by Rocksbox's rental expertise. It is tailored to provide an affordable fine jewelry option for brides, wedding parties and others looking to make a statement at special occasions, celebrations and more. 

Designed exclusively for the rental program, the collection  features 36 pieces, with an assortment that  includes necklaces, earrings, bracelets  and rings. The jewelry is fashioned in 10K white gold and hand-set with lab-created diamonds. 

 Customers can rent an item for 14 days for 5% of the purchase price. They have the option to purchase anything they rent and can apply the rental fee towards the purchase,  (The purchase price range of the jewelry is $1,000 to $10,000, with rentals starting at $50.)

"The Zales x Rocksbox Fine Jewelry Rental program is a milestone launch as we come together with Rocksbox to offer customers a try-before-you-buy rental experience … offering them additional opportunities to fully express themselves and capture their dream look,” said Kecia Caffie, president, Zales. “This pilot program is also a part of our overall strategy to evolve our customers' personalized shopping experiences."

The program includes  a digital look book that enables customers to browse the jewelry assortment  online ahead of their appointment.

"Through our new partnership with Zales, we are excited to make the joy of fine jewelry accessible nationwide through a unique in-store rental experience,” said Allison Vigil, president, Rocksbox. “We've combined our 10-plus years of expertise in rental with the strength of the Zales brand and assortment, offering the Zales customer a brand-new option for dressing for events and occasions.”