Zales is rolling out The Edit, a next-generation retail concept designed to feel “less like a store and more like a destination,” inviting shoppers to make fine jewelry part of everyday life rather than just rare occasions. Now open in four markets with additional locations coming in early 2026, The Edit builds on the brand’s 2025 “Own It” rebrand, centering self-purchase, personalization, and discovery as core to the modern jewelry journey.
A destination for self-expression
The Edit is designed to feel more like a destination than a traditional jewelry store, encouraging customers to explore pieces through their own lens—whether they are celebrating a milestone, marking a personal win, or indulging in something that feels uniquely theirs. The concept emphasizes self-purchase and self-reward, treating jewelry buying as an act of confidence and personal style, rather than something that always requires an external occasion.
“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.”
Inside The Edit: zones, tools, and customization
Each Edit location utilizes open layouts, storytelling areas, and digital tools to support self-guided discovery while maintaining Zales’ hallmark high-touch service. Key elements include the Edit Zone, which showcases rotating seasonal collections and interactive displays, as well as a Charm Bar for playful, customizable styling.
A dedicated Zales By You area caters to customization, allowing shoppers to personalize pieces and create one-of-a-kind designs. Meanwhile, the Z-Curator digital companion enables them to scan QR codes, build virtual trays of their favorites, and explore the full in-store assortment. The Z-Hub serves as a consultation and community space, offering one-on-one guidance, custom design, and hosting events.
Where The Edit Is Opening
Zales is initially rolling out The Edit in select, high-traffic markets, with additional openings planned for 2026. Current and announced locations include Chandler Fashion Center in Chandler, Arizona; Cherry Creek Shopping Center in Denver, Colorado; Barton Creek Square Mall in Austin, Texas; South Point Shopping Center in Atlanta, Georgia, with Cumberland Mall, and Jacksonville, Florida, to follow early 2026.
With more than 422 stores nationwide, Zales is utilizing The Edit to enhance its footprint for modern shoppers who seek both inspiration and independence in the jewelry-buying journey. The concept is positioned as a pivotal step in the brand’s broader transformation and rebrand work.
Fine jewelry as an everyday adornment
Zales links The Edit to its long-standing role in celebrating love, milestones, and everyday moments with fine jewelry grounded in craftsmanship, value, and meaning. The brand now explicitly frames fine jewelry as part of everyday adornment, highlighting diamonds and fashion-forward designs meant to be worn, layered, and lived in.
As part of Signet Jewelers, described as the world’s largest retailer of diamond jewelry, Zales positions itself as redefining fine jewelry by making self-expression through style more effortless and accessible. The Edit is designed to bring that promise to life for a new generation of customers who want jewelry that fits seamlessly into their daily style, rather than staying in a vault.
