Zales
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What can Zales adopt from the boutique model that will set it oooooo oooooo apart from other major retailers? oooooooo oooooooo
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Sources: Mintel
mining the company Deep inside the Zales website, I uncovered a peculiarity. In 2003, Zales helped initiate the Kimberley Process (KPCS) to certify the sourcing of diamonds. But they aren’t telling anyone. “Conflict diamonds” are a rabid talking point and purchase barrier. Boutiques, with little to lose, are adding to the conversation. Zales has to weigh the negatives of shedding light on the darkest part of the jewelry biz against touting its place as the industry leader in sustainability and fair trade. I developed a screener and discussion guide to assemble a focus group of potential Zales shoppers and gift recipients. I found unique ways to spark a conversation about provenance and sourcing, even corporate responsibility and business ethics. Sources: Zales.com, un.org