Zales debuts 'next-gen' retail format
Zales has launched a new, more modern store format that puts customization and product discovery front and center.
The jewelry retailer has opened its new concept, which it refers to as The Edit, in four locations — with more on the way (see full locations at end of article). Designed to feel less like a store and more like a destination, the format is a next-generation retail concept that blends style, storytelling and premier service, according to Zales. It features open layouts, consultation and storytelling zones, and digital tools that encourage self-guided discovery. The retailer said The Edit offers guests a shopping experience designed for the “modern customer who embraces the joy of gifting themselves.”
Zales first tested the “store of the future” concept earlier this year in tandem with its “Own It” branding campaign aimed at attracting younger consumers.
“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.”
Key features of the new Zales format include:
•The Edit Zone: Rotating seasonal collections and interactive storytelling displays, including a charm bar for customizable styling;
•Zales By You: A dedicated area for customization, allowing customers to personalize pieces and create one-of-a-kind designs;
•Z-Curator: A digital companion tool that lets shoppers scan product QR codes, build virtual trays of favorites, and seamlessly explore Zales’ full in-store assortment; and
•The Z-Hub; A collaborative consultation space for one-on-one guidance, custom design and community events.
The new format is currently open at the following locations:
•Chandler, Ariz. (Chandler Fashion Center);
•Denver (Cherry Creek Shopping Center);
•Austin, Texas (Barton Creek Square Mall); and
•Atlanta (South Point Shopping Center).
An additional Atlanta location (Cumberland Mall) and a location in Jacksonville, Fla. (St. John’s Plaza) are slated to open early next year.
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Headquartered in Irving, Texas, Zales operates more than 422 stores nationwide. It is part of the Signet Jewelers portfolio.
