Signet's Zales debuts rental service with Rocksbox

By

Benjamin Fitzgerald

Published
July 20, 2023

Signet Jewelers announced on Monday the expanded rollout of a new fine jewelry rental program via a partnership of two of its banners, Zales and the Diamond Store, with jewelry rental service, Rocksbox.

The new Zales x Rocksbox Fine Jewelry Rental Program is available by appointment at select Zales stores, and provides an affordable fine jewelry option for special occasions for renters including brides and wedding parties, and more. Using Rocksbox rental technology, customers will be able to try a range of luxury jewelry options before purchasing a piece for their personal collection.

The program has its own assortment designed exclusively for rental made in 10K white gold and handset with lab-created diamonds. It includes a collection of 36 pieces includes necklaces, earrings, bracelets, and rings. Customers can rent jewelry for 14 days for 5% of the purchase price. They also have the option to purchase anything they rent and can apply the associated rental fee to purchase the item. The purchase price range of the rental jewelry is $1,000 to $10,000. ​

There is also a digital lookbook so customers can browse the jewelry assortment online ahead of their appointment.

"At Zales, we continually look for ways to innovate and connect with our customers and enhance our service offerings," said Kecia Caffie, president, Zales.

"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. This pilot program is also a part of our overall strategy to evolve our customers' personalized shopping experiences."

​The Zales x Rocksbox Fine Jewelry Rental Program is now available at 50 Zales stores in the U.S. and is powered by Rocksbox's rental expertise.

Signet Jewelers acquired jewelry rental service, Rocksbox, in 2021.