• by Sarah Mahoney , 5 hours ago

In its latest bid to make fine jewelry part of everyday life, Zales is opening The Edit, a new retail concept designed to encourage shoppers to think beyond engagement rings, graduation gifts, and milestone occasions.

Starting with four locations, the boutique-style stores are meant to inspire a more casual, exploratory shopping experience, particularly for Gen Z consumers. The company says the format reflects changing attitudes toward jewelry, with younger shoppers increasingly interested in pieces they can buy just because, and wear regularly.

The new stores are the latest step in “Own It,” a rebranding effort introduced earlier this year that aims to reposition Zales as a destination for everyday jewelry.

“The Edit reflects how our customers want to experience jewelry today—hands-on, connected, and personal,” Zales president Kecia Caffie said in the announcement. “It’s about creating a space where discovery feels effortless and every piece tells a story.”

The concept also emphasizes more elaborate customization options, a key demand among younger shoppers. Features include Zales by You, a dedicated customization area; Z-Curator, a digital tool that lets shoppers scan QR codes and build virtual trays of favorites; rotating seasonal collections; and interactive storytelling elements, including a Charm Bar designed for playful, customizable styling.

Zales has opened four Edit locations so far, in Chandler, Arizona; Austin, Texas; Denver; and Atlanta, with two additional stores slated to open early next year.

The launch comes weeks after parent company Signet Jewelers reported its third straight quarter of sales gains as part of its “Grow Brand Love” transformation strategy. Sales rose 3% to $1.4 billion in the most recent quarter, with fashion jewelry up 8% and bridal sales up 6%. The effort includes substantial store investments in Zales, Kay and Jared, which together posted a 6% sales increase.

Signet, the world’s largest diamond retailer, is also pushing harder into lab-grown diamonds, which now account for 15% of fashion jewelry sales—double their share a year ago—and about 40% of bridal sales.

Much of the company’s improved performance stems from updated marketing efforts, including greater emphasis on social media, digital content, and story-led campaigns. On an earnings call earlier this month, CEO J.K. Symancyk those changes are already paying off: “We continue to see double-digit growth in impressions off a low- to mid-single-digit increase in spend from this updated approach.”