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Zales Introduces ‘Store of the Future’ Concept to Reposition Fine Jewelry for Everyday Wear May 13, 2025 (0 comments)
New York, NY--Zales is piloting a "store of the future" concept as part of its strategy to make fine jewelry a part of daily wear, rather than reserving it solely for special occasions.
[Image via iStockphoto.com]
According to a report by Retail TouchPoints, the initiative is part of Zales' latest campaign titled "Own It," which emphasizes everyday use of jewelry, supported by expanded product offerings and new marketing tactics.
The report added that the updated store concept will integrate digital elements with curated product displays to create a more self-service, personalized shopping environment. The company is also introducing lab-grown diamond fashion jewelry and pricing strategies aimed at accessibility.
The campaign, directed by filmmaker Marie Schüller and photographed by Hannah Sider, marks a shift in tone and presentation. As the article noted, Zales is focusing on mobile gaming, connected TV (CTV), interactive social media formats, and influencer collaborations to reach younger consumers more effectively.
Statements from Zales leadership featured in the report highlight the brand's intent to encourage customers to incorporate jewelry into daily routines, aiming to reposition the brand as a go-to option for modern, style-conscious women.
Learn more in this report by Retail TouchPoints.