Zales Debuts Online Market for Emerging Designers

RAPAPORT… Zales has launched its first online marketplace, which will feature a rotating line of pieces by up-and-coming fine-jewelry designers from across the US.

The Signet Jewelers-owned banner conducted a nationwide search for maverick designers that would appeal to consumers’ love of unique, statement-making jewelry, it said Wednesday. Zales reached out to jewelry organizations and design schools in its search for talent for its Designer Spotlight platform. It will allow emerging designers to leverage the Zales name to sell their jewelry, and will also mentor them on the finer points of being a successful retailer, it noted.

“[Launching the platform] in time for the holiday season makes it easier for our customers to find fresh, new designs that speak to their individuality and style,” said Signet Jewelers president Jamie Singleton. “This platform represents innovation on two fronts — it’s both a groundbreaking approach for us to bring jewelry to market, and it’s also a way that we can help independent, maverick designers promote their incredible pieces to a national audience by tapping into our significant fan base.”

Zales has chosen four female-owned brands for its inaugural season: Au Xchange, Lexi Mazz, Elliot Young and Sarah Graham Metalsmithing. Their collections will appear on the marketplace through phased drops throughout the fall and winter 2020 season.

Image: Ruby inside-out triangle-shaped hoop earrings by Au Xchange. (Zales)