Zale Corporation is the second largest specialty retailer of fine jewelry in North America, operating almost 2,203 retail locations, throughout the United States, Canada, and Puerto Rico. The company began in 1924 in Wichita Falls, Texas, when Morris (M.B.) Zale, William Zale, and Ben Lipshy opened the first Zales Jewelers store. Zales currently uses the slogan "The Diamond Store." They operate several different chains of jewelry stores.
Retail Chains Edit
Zales Jewelers is aimed at a middle-class market and competes primarily with Kay Jewelers, at almost 800 stores. A Zales Outlet chain of about 140 stores, sells clearance merchandise with "everyday love prices" as oppose to regular Zales' sales and discounts.
Gordon's Jewelers, intended to be a higher market chain than Zales, is also run by the Zale Corporation. Gordon's operates at approximately 280 locations. "Love. Then, Now, and Forever" is the current slogan.
Piercing Pagoda is a kiosk chain that focuses on lower-end merchandise such as 10K gold and sterling silver chains, charms, and bracelets. Cubic zirconia jewelry is also a featured offering. Their business is driven through ear piercing. Some locations have different nameplates, such as "Piercing Pagoda Too", "Totally Pagoda", "Plumb Gold", or "Silver & Gold Connection". There are approximately 800 locations of this chain.
In Canada, Peoples Jewellers caters to the middle-class market (like Zales), and Mappins Jewellers is aimed at higher-class merchandise.
Zale used to operate leased fine jewelery departments (in department stores) known as Diamond Park Fine Jewelers, but sold off the chain to Finlay Enterprises in 1997. They also sold Bailey Banks & Biddle, an upscale jewelry chain, to them in 2008.
Peoples II, a Canadian version of Piercing Pagoda, ceased to operate in 2007 when all of its 86 locations were closed. The chain was deemed a failure.
Zale did away with the 3 test locations of Master Jewelry Repair in 2006, citing it as a failure.