Zales sparkles with new store concept

US jewellery retailer Zales has launched a new next-gen store concept – The Edit

Now open in four markets with plans for continued expansion in 2026, The Edit marks a pivotal step in Zales’ transformation following its 2025 “Own It” rebrand, reinforcing the company’s vision oh of making fine jewellery part of everyday life.

Designed to feel less like a store and more like a destination, The Edit invites customers to explore jewelry through their own lens - whether celebrating a milestone, marking a personal win, or simply indulging in something that feels uniquely theirs.

Each location features open layouts, dynamic storytelling zones, and digital tools that encourage self-guided discovery while maintaining Zales’ hallmark of trusted, high-touch service.