Signet Jewelers is expanding the Zales jewelry rental program powered by Rocksbox, which Signet acquired in 2021.
Targeted to customers looking to gear up for special occasions and weddings, the Zales x Rocksbox fine jewelry rental service debuted in May at a select number of stores and is now available at 50 Zales locations across the U.S.
“The Zales x Rocksbox Fine Jewelry Rental program is a milestone launch as we come together with Rocksbox to offer customers a try-before-you-buy rental experience coupled with the fine jewelry that our Statement Maker customers have come to expect from Zales, offering them additional opportunities to fully express themselves and capture their dream look,” said Kecia Caffie, President of Zales in a statement. “This pilot program is also a part of our overall strategy to evolve our customers’ personalized shopping experiences.”
The store-based rental program, available by appointment at select Zales locations, has its own assortment designed exclusively for rental, featuring 36 designs in 10K white gold, hand set with lab-created diamonds and including necklaces, earrings, bracelets, and rings. Customers can rent jewelry for 14 days for 5% of the purchase price. They then have the option to purchase anything they rent, with the rental fee applied to the purchase. Customers can browse the assortment prior to their appointment in an online digital look book.
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“Through our new partnership with Zales, we are excited to make the joy of fine jewelry accessible nationwide through a unique in-store rental experience,” said Allison Vigil, President of Rocksbox in a statement. “We’ve combined our 10-plus years of expertise in rental with the strength of the Zales brand and assortment, offering the Zales customer a brand-new option for dressing for events and occasions.”
