Industry / Weddings

Kleinfeld x Zales Collab Opens Pop-up Shop to Dazzle Brides-to-Be


Brides-to-be who’ve binge-watched Say Yes to the Dress, set inside New York’s famous Kleinfeld store, can experience that luxury in person shopping for their jewelry as well as their dress at a new Kleinfeld x Zales pop-up.

Kleinfeld Bridal opened the pop-up in May, displaying the entire Kleinfeld x Zales collection, which features 15 engagement rings with lab-grown diamonds and eight wedding bands.

“Aside from customers being able to shop online or visit a Zales store to shop the collection, Kleinfeld and Zales wanted to provide a more intimate experience for consumers to interact with the jewelry,” says Marissa Rubinetti, Kleinfeld executive vice president and COO. “The pop-up shop was incorporated into the NYC flagship store to allow brides and their family and friends to shop the collection…creating a full-service bridal experience from dress to ring.”

Kleinfeld x Zales
Lab-grown diamonds in six shapes and sizes from 1 to 3 carats are the crowning glory of the Kleinfeld x Zales jewelry collaboration. 

The pop-up is open Friday, Saturday, and Sunday. Customers do not need an appointment, and they can visit if they want a Kleinfeld dress, a Zales ring, or both. Zales jewelry associates are available on site to help browsing brides and set up appointments at their local Zales stores.

Zales and Kleinfeld announced their bridal jewelry collaboration last October. The collection features rings and bands in yellow gold, rose gold, and platinum, with lab-grown diamonds in the rings that weigh between 1 and 3 carats. Diamonds are available in six shapes: round, oval, marquise, pear, princess, and emerald. The jewelry design came from wedding-dress details such as lace accents, floral appliqués, and flowy movement, the two brands said in a statement.

“Zales collaborated with Kleinfeld to create a beautiful bridal jewelry collection that marries the elevated style and white-glove service of Kleinfeld with the in-depth fine jewelry experience of Zales,” says Rubinetti. Prices range from $6,669 to $28,999 for the engagement rings and $1,119 to $3,669 for wedding bands.

“Kleinfeld is an expert when it comes to bridal fashion, and we wanted to expand our relationship with them to not only encompass the dress but the ring as well,” Rubinetti says. “Whether the bride is looking for a beautiful wedding band to accompany her engagement ring or it’s a friend or family member beginning their journey and looking for their forever ring, Kleinfeld wants to be there to help from from yes to ‘I do.’”

Kleinfeld store
The Kleinfeld store in Manhattan, setting for reality show Say Yes to the Dress, is now the location of a Kleinfeld x Zales pop-up shop.

“Brides love the collection,” Rubinetti adds. “We are also seeing excitement from family and friends who attend the appointments. They’re interacting with the kiosk and enjoying getting a firsthand look at the collection on display.”

Rubinetti says the relationship between the two brands will continue to grow. “Stay tuned for Kleinfeld x Zales pop-up exclusives that will be released later this year. These special styles will only be available for try-on at the Kleinfeld pop-up shop and available for purchase at Zales’ website,” Rubinetti says.

Top: Zales and Kleinfeld have collaborated on a line of engagement rings and wedding bands, and recently opened a pop-up shop inside Kleinfeld’s Manhattan headquarters to give consumers an in-person look at the collection. (Photos courtesy of Zales)

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Karen Dybis

By: Karen Dybis

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