What Is Zales?
For many people, Zales is the first place that comes to mind when thinking of a diamond store.
Zales Corporation is another famous mega jeweler in the United States, and yet another company under the umbrella of jewelry industry giant, Signet Jewelers. Signet owns Jared the Galleria of Jewelry and Kay Jewelers. They also own many other stores, including our favorite online diamond retailer, James Allen.
Zales is one newest acquisitions to the family, and they have been hard at work integrating the brand into the fold with Kay Jewelers and Jared since then.
Zales has similarities in line with the other stores when it comes to warranties and other policies, but you are unable to return Zales jewelry to another store like Kay and Jared are able to do with each other. They’re more sister stores, and Zales is a cousin store.
The Diamonds
Each branch of the Zales tree has a slightly different focus (for example, Piercing Pagoda is a low market jewelry kiosk) but the focus of Zales is diamonds and diamond engagement rings. Despite this apparent emphasis on diamonds, Zales only sell pre-set rings and do not offer loose diamonds.
You can shop by shape, setting type and metal type but there are no options to filter by diamond quality – an instant red flag for any brand who claims a commitment to diamonds.
It is not uncommon for online vendors to only offer pre-set options but it is not my preferred way to shop, nor is it the way I recommend. Buying a loose diamond allows you to specify the exact qualities and work to a strict budget. It is the most transparent way to purchase an engagement ring, allowing you to allocate your finances as you see fit across the Four C’s and the setting.
Zales do specify the color and clarity of the diamond in each ring, but sadly this brings little comfort. This 1 carat solitaire features a K-I3 round brilliant – a K in color might be passable, but an I3 will be a heavily included diamond that is dull and lack-lustre. There is no mention of cut quality, so we can reasonably assume that it is either poor or unknown (or both).
Zales post an image of ‘the ring’ in question, but with a significant caveat; “Merchandise enlarged to show detail and may not always be exactly as pictured”. I can tell you quite categorically that the diamond in the photo is not a K-I3.
Indisputably the biggest red flag of all is that there is absolutely zero mention of certification anywhere. If you do find a certified diamond at Zales, the grading body will be the IGI. The IGI are known for inflated and inconsistent grades; why do Zales use them? Because it is much cheaper to have the IGI grade a diamond than GIA or AGS and the inflated grades allow for a bigger mark-up.
Zales diamonds are low quality and they capitalise on the naivety of buyers and the popularity of their name.
