Zales x Rocksbox Fine Jewelry Rentals Mix High-Tech and High-Glam


With consumers using omnichannel retail and seeking out more personalized shopping experiences, Zales and Rocksbox have debuted the first fine jewelry rental program among Signet’s brands, giving consumers a high-tech way to try out and possibly buy a high-end look.

The Zales x Rocksbox program, which began in late April, is available at 28 Zales locations as part of a pilot that will continue through summer before potentially expanding into the fall and beyond.

Here’s how it works: Customers schedule an appointment online for an in-store experience at Zales, where they can select and reserve styles for rental. (They can also browse available pieces online.) They have 14 days to wear the pieces during the rental period, after which they can return or purchase them. Zales will apply the rental fee toward the purchase price.

Jewelry rental Zales
The Zales x Rocksbox jewelry rental program, which debuted at 28 Zales stores, includes individual pieces as well as jewelry sets.

This initial collection available for rental encompasses more than 35 necklaces, earrings, bracelets, and rings. They feature lab-grown diamonds and precious metals, including 10k white gold. The designs were chosen to appeal to people going to events, such as a wedding, so the jewelry has a simple glamour to it. Rental prices range from $100 to $10,000.

“At Zales, we continually look for ways to innovate and connect with our customers and enhance our service offerings,” Kecia Caffie, Zales‘ president, tells JCK in an email interview.

“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,” Caffie said. “This pilot program is also a part of our overall strategy to evolve our customers’ personalized shopping experiences.”

Zales provides the jewelry, while Rocksbox—an online jewelry rental service that Signet acquired in 2021—provides its rental technology for the new program. Among the pieces available, a flower necklace in 10k white gold with a 5 ct. lab-grown diamond rents for $900 and can be purchased by the renter for $9,000. A pair of cushion-cut lab-grown diamond double halo drop earrings in 10k white gold rents for $350 and sells for $3,500.

Rocksbox Zales bracelets
Bracelets like these rent for between $300 and $900—10% of their purchase cost—and overall rental prices in the pilot Zales x Rocksbox program range from $100 to $10,000.

“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. 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,” Allison Vigil, Rocksbox president, says in an email interview.

After a rental piece is returned, Zales restores it to like-new condition, the company says. The item is then returned to the distribution center and offered for a future rental, extending the life cycle of the product and contributing to the circular economy.

In its rental agreement online, Zales notes that cancellations are possible but carry a $15 fee if done nine days or fewer from the scheduled pickup day. Customers are expected to treat the jewelry well, and only “normal wear and tear” such as minor cuffs, scratches, and removable dirt is acceptable. If the jewelry is returned with more damage than that, the customer will be charged a repair or cleaning fee.

Top: Zales and Rocksbox are working together as Signet brands to offer a jewelry rental program aimed at bridal parties and people seeking high-end jewelry for special occasions that they can either return or buy after renting. (Photos courtesy of Zales)

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Karen Dybis

By: Karen Dybis

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