Fine jewelry retailer Zales has unveiled a new retail concept in four markets with additional locations planned for 2026.
Zales unveils new modern jewelry retail concept. – Zales
Dubbed “The Edit”, the retail concept is designed to feel more like a destination than a traditional jewelry store, blending open layouts, digital tools and curated storytelling with Zales’ established high-touch service model.
Each location features rotating seasonal collections, interactive displays and dedicated areas for customisation. Shoppers can personalise pieces, engage with digital tools that allow them to scan products and build virtual trays of favourites, and access one-on-one consultations in collaborative spaces designed for styling advice, custom design and community events.
The Edit is currently open at Chandler Fashion Center in Chandler, Arizona; Cherry Creek Shopping Center in Denver; and Barton Creek Square Mall in Austin. An additional location is planned for Atlanta’s Cumberland Mall and Jacksonville’s St. John’s Plaza in early 2026, following the opening of a second Atlanta-area store at South Point Shopping Center.
“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.”
The Edit marks a key step in Zales’ ongoing transformation following its 2025 “Own It” rebrand. The company currently operates more than 422 stores nationwide.
