Akron, Ohio – Zales has launched a fine jewellery rental program just in time for the wedding season.
The company has partnered with fellow Signet Jewelers-owned banner Rocksbox, a primarily subscription-based jewellery rental program offering fashion and demi-fine jewellery.
Currently in its pilot phase, the Zales rental service has been rolled out to 28 locations for the initial launch, with plans to expand to additional stores throughout the summer and autumn.
The Zales x Rocksbox Fine Jewellery Rental Service features 36 pieces of jewellery, including necklaces, earrings, bracelets, rings and sets.
The selection includes tennis bracelets, hoops, studs, drop earrings and pendants. The styles are crafted in 10ct white gold and set with lab-grown diamonds.
Customers can rent the jewellery for 14 days at 10 per cent of the retail price.Items range in price from $1,000 to $10,000.
As with Rocksbox, if a customer decides to purchase a piece, the rental fee is applied to the total cost of the item.
Unlike Rocksbox, where customers can browse, rent and buy online, the Zales rental programme requires an in-store appointment, which can be made online.
Zales is marketing the service to brides and bridesmaids, as well as anyone celebrating a special occasion.
Rocksbox is launching a similar service, Bridal by Rocksbox, in July 2022 for $35 a month, compared to $21 a month for the standard subscription.
The service offers slightly more expensive jewellery curated for brides and members of the bridal party to wear at weddings and related events, such as bridal showers and bachelorette parties.
Rocksbox recently discontinued the programme and incorporated the bridal jewellery into its standard membership.
