Jewelry retailer Zales has opened four stores in its new “The Edit” format, with plans to open two additional stores by early next year. The redesigned store spaces feature open layouts, dynamic storytelling zones and digital tools that support self-guided discovery for customers while still providing the brand’s high-touch service.
The already-open stores are in the Chandler Fashion Center in Chandler, Ariz.; Denver’s Cherry Creek Shopping Center; the Barton Creek Square Mall in Austin, Texas; and Atlanta’s South Point Shopping Center. Another Atlanta store, in Cumberland Mall, and a store at St. John’s Plaza in Jacksonville, Fla. are scheduled to open in early 2026. Zales operates a total of 422 stores nationwide.
Key features of “The Edit” format include:
- The Edit Zone: Rotating seasonal collections and interactive storytelling displays, including The Charm Bar for customizable styling;
- Zales By You: A dedicated customization area that allows customers to 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 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 Edit reflects how our customers want to experience jewelry today — hands-on, connected and personal,” said Kecia Caffie, President of Zales in a statement. “It’s about creating a space where discovery feels effortless and every piece tells a story.”
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Zales competitor Helzberg also recently introduced a revamped store concept designed to appeal to Gen Z shoppers, in Garden City, N.Y.’s Roosevelt Field mall and in the Dallas Galleria.
