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Zales Reimagines the Fine Jewellery Retail Experience with ‘The Edit’ Concept

The new ‘The Edit’ concept introduces open, interactive spaces that encourage self-expression, customisation, and everyday jewellery discovery..

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Zales is rethinking the traditional fine jewellery store with the launch of The Edit, a new retail concept designed to offer a more immersive and destination-led shopping experience. Currently rolling out across four markets in the US, The Edit replaces conventional display-led layouts with open, welcoming spaces that encourage customers to explore jewellery at their own pace and connect with designs that reflect real-life moments.

The concept supports the growing shift toward self-purchase, self-reward, and personal expression, positioning fine jewellery as part of everyday style rather than reserved solely for milestone occasions. Shoppers are invited to engage with curated selections in an environment that prioritises discovery, comfort, and individuality.

Each Edit location features seasonal visual stories, interactive zones, and customisation areas where customers can personalise their jewellery. Digital tools allow shoppers to create virtual trays of favourite pieces, while dedicated consultation spaces offer opportunities for guided conversations, styling advice, and in-store events.

The first Edit stores have opened in Chandler, Arizona; Denver, Colorado; and Austin, Texas, with additional locations planned for Atlanta and Jacksonville in early 2026. According to Zales, the concept builds on its evolving brand direction and is designed to align with the expectations of today’s consumers, who seek both inspiration and autonomy in their jewellery buying journey.

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GJEPC addresses issue of  Termination of IEEPA-Based Reciprocal Tariffs

GJEPC informed all exporter members of an important interim development concerning U.S. import duties applicable to Indian exports, particularly in the gem and jewellery sector.

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The Gem & Jewellery Export Promotion Council (GJEPC) informed all exporter members of an important interim development concerning U.S. import duties applicable to Indian exports, particularly in the gem and jewellery sector.

A letter issued by Sabyasachi Ray, Executive Director, GJEPC, addressed the Termination of IEEPA-Based Reciprocal Tariffs and outlined key implications for exporters.

Termination of IEEPA-Based Reciprocal Tariffs

Pursuant to the Executive Order dated February 20, 2026, titled “Ending Certain Tariff Actions”, the additional ad valorem duties imposed under IEEPA, including the reciprocal tariff framework under Executive Order 14257, shall no longer remain in effect and are directed to be terminated as soon as practicable.

Accordingly, entries made on or after February 20, 2026 should not be subject to the earlier IEEPA-based reciprocal tariffs.

1. Interim Window Prior to Section 122 Surcharge

A separate Presidential Proclamation dated February 20, 2026 imposes a temporary 10% surcharge under Section 122 of the Trade Act of 1974, effective 12:01 a.m. EST on February 24, 2026.

Therefore, between: February 20, 2026 – before 12:01 a.m. EST on February 24, 2026 imports into the United States should be subject only to ordinarily applicable HTSUS (MFN) rates, without the earlier reciprocal tariff, and prior to the commencement of the Section 122 surcharge.

For products such as cut and polished diamonds (where the MFN rate is ordinarily 0%), this period represents a limited operational window.

2. Refund Position (If Collected in Error or Due to Implementation Lag)

In cases where reciprocal IEEPA duties are collected due to implementation lag, such duties should be eligible for refund through the standard:

  • U.S. Customs and Border Protection (CBP) protest mechanism under 19 U.S.C. §1514, or
  • Post-summary correction procedures, as applicable.

However, exporters should note that there is no assurance that the refund process will not be time-consuming.

3. Important Caution for Exporters

While GJEPC is actively engaging with U.S. customs authorities and keeping customs at Bharat Diamond Bourse informed, members are strongly advised to:

  • Seek confirmation from their U.S. customs broker and trade counsel
  • Obtain written confirmation from their U.S. buyer/importer regarding entry treatment
  • Confirm that CBP has ceased collection of the reciprocal tariff at the port of entry

Given the evolving implementation environment, entry-level verification is critical.

Members are encouraged to carefully assess:

  • Shipment timing
  • Entry dates
  • Applicable HTS classification

before dispatching consignments, wherever applicable.

source: GJEPC

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