Zales

The Zales Playbook: A Review of 'The Diamond Store'

It's a Friday morning and I'm continuing my review of the American jewelry giants. If Kay is the neighborhood jeweler and Jared is the superstore, then Zales is the specialist: 'The Diamond Store'. It's a big claim and they've built a huge retail empire to back it up. This is my official Zales review, breaking down the strategy of this American mall staple.

The Business Model: The Go-To Diamond Destination

Zales's strategy is built on a simple, powerful premise: when the average person thinks about buying a diamond, they should think of Zales. They've focused their branding and business model on owning that specific, high-stakes transaction.

• The Mall Mainstay: Like their competitors, Zales's power comes from their physical presence. They are a cornerstone of the American mall, making them a convenient and accessible option for millions of shoppers. They are the reliable, familiar face in the diamond-buying journey.
• Focus on the Big Purchase: While they sell all types of jewelry, their marketing and in-store experience are heavily geared towards the engagement ring and other big diamond purchases. They want to be the trusted expert for the most important jewelry decision a person will make.
• The Traditionalist's Choice: Zales thrives because many people are still, understandably, nervous about buying a diamond online. They cater to the traditional shopper who needs to see the sparkle in person, talk to a human being and have a physical store to go back to for service.

Inside the Zales:

To call yourself 'The Diamond Store' you need the inventory to match.

• A Spectrum of Diamonds: Their inventory is designed to hit every possible price point. You can find modest, affordable pieces in the case next to bigger, more impressive rings. They want to have an option for every budget that walks through the door.
• • Designer Collaborations: A big part of their strategy is offering exclusive, branded collections, most notably with Vera Wang LOVE. This is smart. It allows them to offer a bit of high-fashion, designer cred within their mass-market framework, giving them a unique selling proposition.
• • Classic and Contemporary Styles: Most of their inventory is a mix of classic, timeless solitaires and more modern designs. They don't chase trendy, edgy styles; they focus on the styles that have always been popular for engagement and anniversary purchases.

The Verdict: My Zales Review

So what's the verdict on Zales? They are the kings of the American mainstream jewelry market.

Are they for the connoisseur looking for a rare, investment-grade gem? No. Are they for the hardcore bargain hunter who will always find a cheaper price online? No. Zales is for the middle of the market: the traditional shopper who wants a great selection, the security of a national chain and the comfort of buying from 'The Diamond Store'. It's a good, solid and very successful business model.